Kampala, Uganda: The Uganda Tourism Association (UTA) has launched its 2026–2030 Strategic Plan, unveiling a five-year roadmap designed to strengthen the private sector’s leadership role in transforming Uganda’s tourism industry.
The high-profile launch held at Speke Resort Munyonyo brought together industry captains, development partners, diplomats and government officials in what leaders described as a decisive shift toward a more structured, accountable and results-driven tourism sector.
UTA President Yewagnesh “Yogi” Biriggwa said the strategy signals a new era of professionalism, collaboration and sustainable growth.
“This Strategic Plan is more than a document; it is a declaration of readiness,” Biriggwa said during the unveiling. “The private tourism industry commits to leading alongside government through stronger standards, innovation and collaborative frameworks.”
The association, Uganda’s apex private sector tourism body, represents tour operators, hoteliers, travel agents, guides and related enterprises. The new blueprint places emphasis on sustainability, competitiveness, skills development, institutional strengthening and unified sector advocacy.
Driving Sustainable and Inclusive Growth
At the heart of the strategy is a vision to build a competitive, sustainable and inclusive tourism industry that firmly positions Uganda as the “Pearl of Africa.”
Rather than focusing solely on visitor numbers, UTA intends to prioritize quality experiences, environmental protection, innovation and stronger public–private partnerships. Leaders said tourism growth must translate into tangible benefits such as job creation, especially for youth, and increased foreign exchange earnings.
The association also plans to roll out a nationwide membership campaign aimed at consolidating the private sector voice, including integrating community-based tourism enterprises into a coordinated framework.
UTA leaders stressed that a fragmented private sector weakens advocacy efforts and policy influence. The new strategy therefore seeks to unify stakeholders under one strong umbrella body capable of shaping standards, driving investment and influencing tourism policy at national level.
Partnership and Policy Alignment
The Strategic Plan was developed in partnership with Enabel through the WeWork – Green and Decent Jobs for Youth project, funded by the European Union and the Government of Belgium. The collaboration underscores the growing recognition of tourism as a vehicle for employment creation and environmentally responsible economic growth.
The roadmap aligns with Uganda Vision 2040 and national development priorities, with projections suggesting that coordinated private sector leadership could significantly accelerate tourism expansion over the next decade.
Industry stakeholders present at the launch included property magnate Dr. Sudhir Ruparelia, tourism entrepreneur Amos Wekesa of Great Lakes Safaris, former UTA leaders, and representatives from the Uganda Tourism Board and the Ministry of Tourism, Wildlife and Antiquities.
Strategic Timing Ahead of POATE 2026
The launch comes as Uganda intensifies preparations for the Pearl of Africa Tourism Expo (POATE) 2026 and ramps up global destination marketing.
UTA leaders emphasized that tourism development requires more than promotion. It demands strong institutions, clear strategy, measurable outcomes and sustained collaboration between government and private players.
By strengthening its internal governance, enhancing service delivery to members and promoting responsible tourism practices, UTA aims to elevate Uganda’s global competitiveness and reinforce its brand as Africa’s premier adventure and eco-tourism destination.
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