Tourism
Uganda Unveils Ambitious Roadmap to Become Africa’s Leading Tourism Destination
The Ugandan government, in collaboration with private sector leaders, has launched a comprehensive roadmap aimed at transforming the country into a premier tourism destination. The strategy was unveiled on Thursday, August 21, during the inaugural Top Tourism Investment Round Table, bringing together policymakers, CEOs, and development partners to chart a path for sustainable growth in the sector.
The newly unveiled plan identifies key pillars to guide Uganda’s tourism transformation. Among them are infrastructure and accessibility, focusing on improved road networks, air connectivity, and utility services to facilitate easier access to tourism sites and reduce barriers to investment.
Another central focus is conservation and sustainability, emphasising the integration of local communities in conservation initiatives to protect Uganda’s rich biodiversity while creating livelihoods for residents. The plan also seeks to leverage technology and innovation, utilising digital marketing, smart tourism platforms, and integrated systems to enhance visitor experiences.
Product diversification is another priority, aiming to expand Uganda’s offerings beyond traditional wildlife safaris to include cultural tourism, adventure activities, wellness retreats, and gastronomy experiences. Complementing these initiatives is a renewed focus on marketing and branding, with strategies to scale international campaigns and position Uganda as a safe, competitive, and must-visit destination.
Dr. Basil Ajer, Director at the Ministry of Tourism, described the roadmap as a “turning point” for the sector. “The government remains committed to providing an enabling environment for investors, strengthening partnerships, and accelerating interventions that position Uganda as Africa’s most attractive tourism hub,” he said.
Dr. Joseph Muvawala, representing government agencies, highlighted the importance of collaboration in implementing the plan. “The feedback shared today provides a clear pathway for government and private sector synergy to unlock Uganda’s true tourism potential,” he explained.
In a show of commitment to the strategy, participants agreed to concrete next steps, including the creation of a Public-Private Tourism Investment Round Table Club to track progress and ensure follow-up on key recommendations. Additionally, private sector input will be integrated into the National Development Plan IV, and investors will be closely engaged to fast-track the development of critical tourism infrastructure projects.
Industry experts hailed the roadmap as a holistic approach that balances growth, sustainability, and innovation, setting Uganda on a trajectory to compete with the continent’s leading tourism destinations. By fostering public-private collaboration, the country aims to enhance visitor experiences, create jobs, and ensure long-term economic benefits for local communities.
The launch signals a renewed commitment to positioning Uganda as a global tourism leader, blending its natural heritage, cultural richness, and modern infrastructure into a compelling destination for travellers worldwide.
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