The European Union delegation in Uganda has launched a new sustainable tourism value chain initiative worth approximately Shs68 billion (€15.5 million) aimed at strengthening Uganda’s tourism sector through destination development, skills enhancement, marketing and business support.
The four-year programme was officially unveiled during the closure of the Pearl of Africa Tourism Expo (POATE) 2026 at Speke Resort Munyonyo.
Speaking at the event, the European Union Ambassador to Uganda, Jan Sadek, described the initiative as a new chapter in Uganda-EU cooperation and praised Uganda’s growing position in the global tourism industry.
“POATE has shown that Uganda is not only open to the world, but ready to compete, to innovate, and to lead on tourism,” Sadek said.
He commended the Government of Uganda, particularly the Ministry of Tourism, Wildlife and Antiquities, for strengthening tourism institutions and increasing Uganda’s international visibility.
Sadek noted that the launch comes at a significant moment as Uganda and the European Union celebrate 50 years of partnership built on trust, shared interests and sustainable development.
According to the ambassador, tourism remains one of the strongest pillars of cooperation between Uganda and the EU because of its potential to create jobs, support local businesses, protect cultural heritage and conserve biodiversity.
“Tourism is more than an economic sector. It is a powerful tool for development, especially for young people and women,” he said.
The Sustainable Tourism Value Chain Initiative will focus on developing tourism destinations across the country, improving site management and visitor experiences, while strengthening Uganda’s marketing in key European tourism markets.
The programme will also support tourism value chains by linking enterprises with local producers, service providers and communities.
Sadek said the initiative will prioritize quality standards, skills development and improved access to finance for tourism enterprises, particularly small and medium-sized businesses.
“It will invest in skills development, helping to create a professional and service-oriented workforce, while also improving the business environment for tourism enterprises to grow and innovate,” he explained.
The programme will be implemented by Enabel in partnership with UNESCO, UNCDF and UNDP.
UNESCO will support destination development, heritage conservation and community-based tourism, while UNCDF and UNDP will focus on improving access to finance and strengthening the business environment for tourism enterprises.
Sadek emphasized that the initiative will be implemented in close collaboration with the Ministry of Tourism, Wildlife and Antiquities, the Uganda Tourism Board, the Uganda Tourism Association, private sector players, civil society and local communities.
“This is not only about donors and beneficiaries. It is about partners working together, sharing responsibility, ambition and results,” he said.
The ambassador also highlighted the need for sustainable tourism practices in the face of climate change, infrastructure gaps, global competition and limited financing.
“Sustainability is no longer optional. It is essential. The future of tourism depends on our ability to protect what makes destinations unique while ensuring communities benefit directly and meaningfully,” Sadek noted.
The Uganda Tourism Board(UTB) CEO, Juliana Kagwa hailed European Union for the initiative that she said will help grow Uganda’s tourism sector.
