The 6th Bi-Annual Private Sector CEO Retreat wrapped up recently in Fort Portal Tourism City, leaving participants energized and aligned behind a bold vision to transform Uganda into a preferred tourism destination.
Under the theme “Transforming Uganda into a Preferred Tourism Destination: Enhancing public-private sector investment in infrastructure, conservation, digitalization, product diversification, marketing, and tourist safety,” leaders from government and private sector pledged intensified collaboration to boost Uganda’s tourism sector.
In a closing session that brought together senior government officials, industry chiefs, and private sector representatives, attendees highlighted a shared commitment to modernize infrastructure, safeguard conservation areas, accelerate digitalization, diversify tourism products, amplify marketing efforts, and strengthen tourist safety protocols.
Key areas of conversation and commitments presented by one of the sector leaders Emmanuel Katongole included; improving tourism infrastructure such as the Fort Portal road, rehabilitating key roads and constructing safe stopovers for travelers; expanding air connectivity in Kisoro and Kasese; ensuring Uganda Airlines focuses on international routes while leaving domestic flights to private operators; developing the Lake Victoria circuit with reliable water and electricity utilities; harmonizing the current 26 taxes into a streamlined system that encourages investment; and implementing a clear media strategy to manage the impact of negative security perceptions, especially since Uganda ranks poorly on international travel advisories.
Other important areas included Digitalization where the retreat underscored leveraging digital platforms for seamless travel experiences, from booking and payments to real-time safety updates and smart monitoring of attractions.
There was also a soft spot for Product diversification as the delegates made consensus on expanding beyond traditional safaris to include cultural experiences, agritourism, adventure tourism, and wellness offerings that showcase Uganda’s diverse heritage.
“Was we strive to Market Uganda, we should not forget key areas peace and security. Tourist safety is key in building to build trust among travelers and protect public health and security.” Katongole said.
Hon. Tom Butime, the Cabinet Minister for Tourism, Wildlife and Antiquities pledged to fast track the resolutions made to highest office in the land.
He noted that they have renewed the pledge to transform Uganda’s tourism landscape by fostering robust public-private collaboration with a wider goal is not only to attract visitors but to ensure they leave with lasting memories and a sense of safety, trust, and belonging.
“We need robust infrastructure development to support tourism. Without it, we cannot compete regionally or globally. Government support, including from the President, has been secured to facilitate these arrangements. Through strategic investments in infrastructure, conservation, and digital tools, Uganda can become a preferred destination for travelers around the world.”
Butime hailed Uganda’s tourism recovery, citing a 7.7% rise in arrivals in 2024, the creation of over 810,000 jobs and record domestic visitation.
As the retreat concluded, attendees expressed optimism about transforming Uganda’s tourism sector into a vibrant and safe global gateway, with a clear path for public-private cooperation that benefits both travelers and local communities. They also visited major tourist sites in the area.
Irene Birungi Mugisha, the PCF Chief Executive Officer hailed the government for the unconditional support rendered to the private sector in delivering a sustainable, diversified tourism economy.
“We are committed to practical solutions that deliver jobs, community benefits, and resilient tourism experiences for both domestic and international visitors.”
She further revealed that this retreat reinforces our joint resolve to turn vision into action. “By aligning policy, funding, and private sector ingenuity, we will accelerate product diversification, digitalization, and marketing while upholding highest standards of tourist safety and environmental stewardship. The journey begins now.”
