STRATEGIC PARTNERSHIP BETWEEN UTB AND UTA TO DRIVE FIVEFOLD SECTOR GROWTH.

The Uganda Tourism Board (UTB) has reaffirmed its commitment to a strategic partnership with the Uganda Tourism Association (UTA), the leading body representing the private tourism sector. This transformative alliance aims to drive sustainable tourism development and significantly enhance Uganda’s presence in key global markets.

In a high-level meeting held at the UTB offices, the new CEO, Ms. Juliana Kaggwa, and her management team engaged with the UTA Board, led by President Mrs. Yogi Biriggwa. The discussions focused on joint strategies aligned with Uganda’s national goal of increasing the tourism sector fivefold by the year 2040.

President Biriggwa emphasized the importance of harmony, coordination, and collective responsibility among sector players. She noted that meaningful progress in tourism can only be achieved through deliberate partnerships and unified action.

In a significant move forward, UTB committed to collaborating with UTA on all private sector-related initiatives. This partnership will ensure a streamlined and coordinated approach to sector development, avoiding fragmentation among individual associations and presenting a strong, united front in both domestic and international arenas.

Key Priority Areas of Collaboration Include:

      i.         Joint Strategic Marketing and Branding Campaigns

    ii.         Regulating the sector to combat fraud and raise hospitality service standards

  iii.         Digitization of the tourism sector, including AI integration, translation tools, and Google-powered platforms to enhance visitor experience

  iv.         Data Sharing & Market Intelligence to guide decision-making in the private sector

    v.         Cross-Sector Collaboration with banks, insurers, telecoms, and energy providers to unlock broader support for tourism infrastructure

  vi.         Sustainable Infrastructure Development, focusing on upgrading and maintaining stopover points along tourism circuits

Ms. Kaggwa also highlighted the government’s renewed commitment to investing in tourism infrastructure. She reaffirmed UTB’s goal of positioning Uganda as a premium, sustainable destination that appeals to modern global travelers, particularly from Europe, the U.S., and Asia.

The UTB delegation included Mr. Bradford Ochieng, Deputy CEO, Mr. Samora Semakula, Manager for Quality Assurance, Dr. Gesa Simplicious, Public Relations Officer, and Mr. Francis Nyende, Marketing Manager.

Representing the UTA Board were Mr. Isa Kato, Vice President, Mr. Peter Mwanja, Secretary General, Mr. Azhar Jaffer, Board Member, and Prof. Edwin Sabuhoro, Technical Advisor and Professor at Penn State University, USA

This meeting marks the beginning of a new era of strategic collaboration between UTB and UTA, rooted in a shared vision of innovation, sustainability, and inclusive growth. Both institutions agreed to hold monthly consultative meetings to ensure alignment, timely action, and consistent progress.

Together, both UTB and UTA are setting the pace for a vibrant, people-centered tourism sector that empowers communities, drives economic growth, and strengthens Uganda’s global brand as the Pearl of Africa.