The Uganda Tourism Association (UTA) on Thursday officially launched the Tourism Strategic Plan 2026–2030 at Speke Resort Munyonyo, setting a bold five-year roadmap to transform the tourism sector into a more competitive, inclusive, and innovative driver of national development.
The launch brought together top industry leaders, policymakers, and private sector stakeholders in a rare show of unity, signaling a shared commitment to repositioning Uganda as a premier global destination.
The new plan outlines a comprehensive framework built around five strategic pillars; aggressive marketing to both international and domestic audiences, youth employment and skills development, enhanced quality standards, stronger public-private partnerships, and innovation in service delivery.
The plan aims to accelerate tourism’s contribution to GDP, expand the workforce, and deepen linkages with other sectors such as agriculture, transport, and technology. Emphasis on domestic tourism is expected to cushion the sector against future global shocks while spreading economic benefits beyond traditional safari circuits.
Youth employment features prominently. With nearly 80 percent of Uganda’s population under 30, the strategy prioritises vocational training, certification programmes, and pathways for young Ugandans to enter hospitality, guiding, and creative tourism fields. The goal is not simply more jobs, but better jobs with career progression.
Quality standards also take center stage as the plan commits to strengthening grading and certification systems, raising service levels across accommodation, food safety, and tour operations.
“This is expected to improve Uganda’s competitiveness against established destinations in the region and beyond,” the Association notes.
Crucially, the strategy is anchored within Uganda’s broader national development architecture. It directly supports the objectives of the National Development Plan IV (NDP 4) and aligns with Vision 2040, which identifies tourism as a core economic pillar and a major source of formal and informal employment.
The plan also fronts private sector engagement as a key pillar in strategy implementation – calling for joint marketing funds, shared data platforms, and co-investment in high-potential tourism zones. It also signals a shift toward experience-based tourism, including community-led initiatives, cultural heritage, and sustainable conservation models.
The launch was graced with the presence of the CEO of the Uganda Tourism Board, Ms. Juliana Kagwa, together with the Executive Director of the Uganda Wildlife Authority, Dr. James Musinguzi whose participation and insights added significance to the proceedings.
The strategic vision presented reflects a united industry determined to elevate Uganda’s global tourism profile, empower local communities, strengthen conservation efforts, and create lasting economic opportunities.
It highlighted the dedication of leaders and stakeholders working tirelessly to position Uganda as a premier destination on the world stage through innovation, collaboration, and enforcement of sustainable development.