UTB and UTA Forge Strategic Alliance to Rework Uganda’s Tourism Sector

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

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

President Biriggwa emphasized the importance of harmony, coordination, and collective responsibility among sector players, noting 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 engagements. This partnership will ensure a streamlined and coordinated approach to sector development, avoiding fragmentation across individual associations and presenting a strong, united front in both domestic and international spheres.

Key Priority Areas of Collaboration Include:-

👉🏼 Joint Strategic Marketing and Branding Campaigns

👉🏼 Sector Regulation to address fraud and raise hospitality service standards

👉🏼 Digitization of the Tourism Sector, including AI integration, translation tools, and Google-powered platforms to enhance visitor experience

👉🏼 Data Sharing & Market Intelligence to guide private sector decision-making

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

👉🏼 Sustainable Infrastructure Development, with emphasis on upgrading and maintaining stopover points along tourism circuits

Ms. Kaggwa also highlighted the government’s renewed commitment to tourism infrastructure investment, reaffirming UTB’s goal of positioning Uganda as a premium, sustainable destination that appeals to modern global travelers, especially 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

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

Prof. Edwin Sabuhoro, Technical Advisor and Professor at Penn State University, USA

This landmark 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, 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.