The Uganda Tourism Board (UTB) has reaffirmed the importance of collaboration with the media in promoting Uganda as a preferred tourism destination, during a media engagement breakfast that brought together editors and producers from leading media houses across the country.
Held at Kampala Serena Hotel, the engagement provided a platform for dialogue on tourism priorities, destination marketing, quality assurance and the regulatory framework guiding the sector. The event featured a moderated panel discussion with UTB’s Head of Marketing, Quality Assurance Manager and Head of Legal, followed by a presentation on the Board’s strategic priorities and an interactive question-and-answer session.
Speaking during the event, UTB Head of Public Relations, Dr. Gessa Simplicious, said the engagement was aimed at strengthening collaboration between the Board and the media in telling Uganda’s tourism story.
“Today’s engagement is about building a stronger, more collaborative relationship with the media as we tell Uganda’s tourism story together. Our media partners are essential to how the world sees and experiences Uganda, and we wanted to create space for open, honest conversation as Uganda is open for business,” he said.
UTB Head of Marketing Francis Nyende said Uganda’s rich tourism assets must be strategically packaged and promoted to compete effectively in international markets.
“We are blessed with incredible natural and cultural wealth, but these gifts must be strategically packaged and commercialized so the world can experience them. By strengthening our partnerships, expanding our content resources and working hand in hand with both mainstream media and international networks, we are ensuring that Uganda’s unique story is not only told, but truly amplified across every market we want to reach,” Nyende said.
On quality assurance, Samora Semakula, UTB’s Quality Assurance Manager, said the Board continues to oversee standards across the tourism value chain to guarantee visitors a safe and memorable experience.
“Our role in quality assurance goes far beyond basic oversight. We manage the entire tourism value chain, from licensed operators and safe transport to world-class accommodation, ensuring every visitor enjoys guaranteed safety, comfort and a seamless, high-quality experience across Uganda,” Semakula said.
Addressing the regulatory landscape, UTB Head of Legal Ida Wadda urged media practitioners to better understand the Board’s mandate and the importance of collaboration in growing the tourism industry.
She noted that destination marketing alone was insufficient without coordinated efforts involving the private sector, adherence to quality standards and a shared commitment to expanding tourism’s contribution to national development.
The engagement concluded with participants signing a pledge of commitment to strengthen collaboration in tourism promotion, followed by a group photograph and networking lunch.
Established in 1994, the Uganda Tourism Board is mandated to market Uganda as a tourism destination locally, regionally and internationally, promote quality assurance through training, grading and classification of tourism facilities, encourage tourism investment and support private sector development in the industry.
