The Uganda Tourism Board (UTB) today unveiled an ambitious new marketing strategy aimed at positioning Uganda as a leading global tourism destination.
The announcement was made during an event at the Sheraton Hotel in Kampala, where Bradford Ochieng, Acting CEO of UTB, revealed plans to increase tourism revenues from the current 1.45 billion to an impressive 5 billion by the fiscal year 2028/29.
Ochieng emphasized the government’s strong commitment, highlighted by a budget allocation of $76 million, an increase of 15% over the FY2023/24 budget.
“This five-year destination marketing strategy is aligned with Uganda’s Vision 2040 and the National Development Plan IV (NDPIV), focusing on sustainable and high-value tourism.” He explained.
Daniel Irunga, UTB’s Senior Brand Officer, outlined the strategy’s focus on attracting international leisure travelers, domestic visitors, and the rapidly growing MICE (Meetings, Incentives, Conferences, and Events) market.
Uganda’s diverse landscapes, vibrant cultural heritage, and unique wildlife are positioned as key attractions for high-value visitors seeking authentic experiences.
“This strategy is a game changer, It prioritizes building a compelling destination brand, promoting immersive experiences, increasing demand within the MICE sector, and fostering strategic partnerships.” Irunga stated.
Positioning Uganda as a Leading MICE Destination
Uganda’s MICE sector has shown significant growth, hosting over 7,725 delegates from 2010 to 2023, with expectations for further expansion. Currently holding 21% of East Africa’s MICE market share and 5.3% of Africa’s, Uganda aims to break into the top tier of African MICE destinations by 2029. Key to this effort are facilities like the newly established ‘Across Uganda’ and other strategic infrastructure developments.
Irunga underscored the centrality of sustainability in all marketing and development initiatives, urging stakeholders to promote responsible travel behaviors and protect Uganda’s environment, culture, and communities. The strategy advocates shifting focus from merely increasing visitor numbers to enhancing visitor value, ensuring long-term economic, social, and ecological benefits.
Pearl Kakooza, Chairperson of the UTB Board, acknowledged existing marketing challenges but called for unity among stakeholders to effectively promote Uganda as the “Pearl of Africa” to a global audience.
“With a clear vision and strategic investments, Uganda intends to elevate its status on the world tourism map, transforming its natural beauty and cultural richness into sustainable economic growth. The increased budget and focused marketing efforts demonstrate Uganda’s strong commitment to making tourism a major contributor to national development by 2029.” Kakooza said.
