In a resounding commitment to Uganda’s burgeoning tourism sector, EU Ambassador to Uganda Jan Sadek emphasized the European Union’s unwavering support through financing, enhanced visibility, and the promotion of local participation in tourism development initiatives. Ambassador Sadek made these remarks during a compelling panel discussion titled “Sustainable Financing for Tourism,” held alongside the prestigious Pearl of Africa Tourism Expo (POATE) at the serene venue of Munyonyo in Kampala.
Moderated by Richard Kawere, Principal of the Uganda Hotel and Tourism Training Institute (UHTTI), the panel discussion served as a platform for robust dialogue on key strategies to bolster sustainable tourism financing in Uganda. Ambassador Sadek commended the Ugandan government’s commitment to promoting the country as a prime tourism destination, noting the significant potential for growth amidst limited awareness in European markets.
Treasury Secretary Ramathan Ggoobi echoed this sentiment, emphasizing government’s resolve to invest in branding and marketing Uganda to attract international visitors. Mr. Ggoobi underscored the importance of tourism as a pivotal sector in Uganda’s economic landscape, with projections indicating substantial growth potential, reaching $50 billion by 2040.
Despite the promising outlook, Mr. Ggoobi acknowledged the challenges facing Uganda’s tourism industry, including inadequate marketing efforts, skills gaps in the workforce, and infrastructural deficiencies. To address these hurdles, the government is implementing strategic interventions worth $68 million under the Competitive Enterprise Development Project (CEDP), focusing on infrastructure upgrades and skill enhancement initiatives.
Mr. Ggoobi urged Ugandans to embrace a positive narrative about their country, emphasizing that tourism development is a collective endeavor that requires collaboration across sectors. This sentiment was echoed by Prof Lawrence Muganga, Vice-Chancellor of Victoria University, who advocated for disruptive thinking strategies to elevate Uganda’s tourism profile.
Drawing from innovative examples, Prof Muganga highlighted the potential of unconventional marketing approaches, citing Victoria University’s successful music battle event as a testament to the power of strategic branding.
The Pearl of Africa Tourism Expo, organized by the Uganda Tourism Board, serves as a premier platform for industry stakeholders to convene, fostering networking opportunities and facilitating business engagements aimed at propelling Uganda’s tourism sector to new heights
