The Presidential Advisory Committee on Exports and Industrial Development (PACEID), in partnership with the Uganda Civil Aviation Authority (UCAA), has launched the second phase of a four-day First Impression Ambassadors Training in Entebbe aimed at improving how Uganda is represented at its entry points.
The training brings together frontline officers from Immigration, Aviation Security, and Customs under the Uganda Revenue Authority (URA), who are among the first officials visitors encounter when entering the country.
The programme focuses on professionalism at points of entry, customer care, communication etiquette, national image projection, tourism awareness, and coordinated service delivery among agencies operating at the airport.
Opening the session, PACEID Head of Secretariat Matthew Bagonza urged participants to maintain professionalism despite personal or operational challenges.
“As the first point of contact with visitors, you play a critical role in shaping Uganda’s image. Your engagement must reflect discipline, warmth, and efficiency,” he said.
The initiative is part of a broader government effort to harmonise service standards across entry points and improve coordination among border agencies.
Facilitator Peter Barata emphasized the need to balance security responsibilities with customer service.
“Security and customer care are complementary. Officers must be able to clarify, educate, and resolve issues,” he noted.
Participants also took an oath committing themselves to professionalism, integrity, and national service as First Impression Ambassadors, pledging to welcome visitors with respect, courtesy, and warmth.
Dr Faith Ainebyoona Mugisha called on officers to embrace their role as agents of change, saying systems and attitudes must evolve to match national aspirations.
“Things must not remain the way they have been,” she said.
Another facilitator, Paul Nyakairu, encouraged participants to distinguish between routine job functions and their broader contribution to national development, urging stronger patriotism in service delivery.
PACEID Director for Technical Services and Infrastructure Allan Mugisha said the initiative responds to a presidential directive aimed at improving Uganda’s image at entry points, particularly for tourists and investors.
PACEID Chairman Odrek Rwabwogo said the programme is also intended to support Uganda’s investment climate by reducing friction at border points.
“Our work is to lessen trade barriers and create a suitable investment climate. This starts with how visitors are received at entry points,” he said.
Rwabwogo urged officers to embrace effective communication, teamwork, and continuous improvement in service delivery.
The training, themed “Advancing Service Standards, Promoting Uganda’s Image,” seeks to equip frontline officers with skills to deliver a consistent, professional, and welcoming first impression of Uganda.