UTB Leadership Courtesy Visit to Tourism State Minister, Reaffirms Commitment to Advancing Destination Uganda

The Uganda Tourism Board (UTB) leadership has paid a courtesy visit to the newly appointed State Minister for Tourism, welcoming her to the Ministry of Tourism, Wildlife and Antiquities and strengthening collaboration between the Ministry and the country’s tourism Marketing Agency.

The delegation, led by UTB Chief Executive Officer Mrs. Juliana Kaggwa, included the Head of Quality Assurance who doubles as the Ag. Deputy Chief Executive Officer  Mr. Ssemakula Samora,, and Marketing Manager Mr. Francis Nyende. The engagement provided an opportunity to brief the Minister on UTB’s mandate, ongoing initiatives and the tools that guide the institution’s work in promoting, regulating and positioning Uganda as a competitive tourism destination.

During the meeting, State Minister Nakawukyi commended UTB for its continued efforts in promoting Uganda’s tourism sector, particularly applauding the successful organisation of the recently concluded Pearl of Africa Tourism Expo (POATE), which was officiated by His Excellency the President of the Republic of Uganda, Fen. Yoweri Kaguta Museveni. She described the event as a demonstration of confidence in Uganda’s tourism potential and the important role UTB continues to play in showcasing the country to domestic and international markets.

As part of the courtesy visit, the UTB CEO presented the Minister with key reference materials described as the “guiding instruments of her office.” These publications and regulatory documents will provide the Minister with essential information on UTB’s operations, industry standards and destination promotion efforts.

Among the materials presented was the UTB Mandate and Guiding Instruments, which outlines the legal framework, responsibilities and strategic role of Uganda Tourism Board in marketing Uganda, promoting tourism development and ensuring quality standards across the sector.

The Minister Nakawukyi also received the UTB Style Guide, a brand management resource that provides direction on the consistent use of Uganda’s tourism identity, including approved visual elements, communication standards and brand applications. The guide supports a unified presentation of the Explore Uganda brand across promotional platforms and tourism engagements.

Another key publication presented was the Uganda Safari Guide, a comprehensive destination resource highlighting Uganda’s diverse tourism experiences, including wildlife safaris, cultural attractions, adventure tourism, nature-based experiences and iconic destinations. The guide serves as a reference tool for visitors, tour operators and stakeholders seeking to discover Uganda’s tourism offerings.

The delegation further handed over the Explore Uganda Catalogue, a promotional publication that profiles Uganda’s tourism products and experiences while supporting destination marketing campaigns. The catalogue is designed to provide industry players, travel trade partners and potential visitors with detailed information on Uganda’s attractions and tourism opportunities.

The Minister was also presented with the UTB Registration and Licensing of Accommodation Facilities Regulations, a critical quality assurance document that outlines requirements and standards for accommodation providers. The regulations support monitoring, compliance and improvement of service standards within Uganda’s hospitality sector, enabling the Ministry and relevant stakeholders to track developments and maintain quality across the industry.

In addition to the official publications, UTB presented branded corporate materials, including cloth bags, scarves, hydration bottles, jumpers and a work shirt representing the professional identity and visibility of the tourism body as it continues its national and international destination marketing efforts.

The Minister pledged her full support to UTB and reaffirmed her commitment to working closely with the Board to advance Uganda’s tourism agenda. She is expected to visit the UTB offices in the coming week for a guided tour and engagement with staff, where she will encourage the team to continue giving their best in marketing Destination Uganda.

The meeting reaffirmed the shared commitment between the Ministry and UTB towards strengthening tourism development, improving service standards and positioning Uganda as a preferred destination on the global tourism map.