On any given morning in Uganda’s tourism circuit, the industry does not look like policy or strategy documents.
It looks like a ranger stepping into the forest at dawn.
A farmer delivering fresh food to a safari lodge.
A tour guide counting binoculars before birders arrive.
A craft seller arranging beads by the roadside.
A driver waiting patiently at Entebbe airport for late-night arrivals.
For years, these people have powered tourism quietly.
But they have often worked alone. Fragmented. Underfunded. Poorly coordinated.
Now, the private sector says that must change.
This week, the Uganda Tourism Association (UTA) launched its Strategic Plan for 2026–2030 in Kampala, not just another document, but what leaders are calling a reset button for how tourism business is organized in Uganda.
Of course Uganda wants tourism to compete globally and earn billions so it is important that the private sector puts it’s own house in order.
A sector at a crossroads
Tourism is recovering strongly after COVID-19.
International arrivals rose by 7.7 percent in 2024 to 1.37 million visitors, reaching nearly 90 percent of pre-pandemic levels. Earnings jumped 26 percent to USD 1.28 billion. Tourists are also staying longer, about 8.7 nights and spending more.
Early figures for 2025 show continued growth, with over 1.5 million arrivals and roughly USD 1.7 billion in revenue.
Tourism now contributes 16 percent of Uganda’s total exports and supports more than 803,000 jobs directly and about 1.8 millions jobs indirectly.
But behind these encouraging numbers, the sector still struggles with old problems. Roads to major parks become impassable during rainy seasons. Some areas lack quality lodges and restaurants.
International marketing remains weak, many operators are unlicensed, Service standards vary widely.
There is limited access to financing.
Reliable data is scarce, Poaching (sometimes organized poaching) and habitat loss threaten wildlife.
In short, growth has returned, but systems are weak.
And without stronger systems, leaders say the gains may not last.
From personality to institution
Speaking at the launch at the Speke Resort Munyonyo, Isa Kato, the UTA Vice President described the new strategy as a roadmap to professionalism, sustainability, competitiveness and inclusion.
“This plan is our declaration that the private sector is organized, intentional, and ready to lead alongside government,” he said.
UTA President Yewagnesh (Yogi) Biriggwa added that the association wants to become a stronger, more professional apex body that connects hotels, tour operators, guides, and even community enterprises under one voice.
One of the boldest parts of the plan focuses not on tourists, but on governance.
The association is asking its members to clean up their own leadership structures.
That means transparent elections, clear constitutions, term limits, financial accountability, professional secretariats and stronger reporting systems.
“Corporate governance is not optional. It is foundational,” leaders said.
The thinking is clear: if the industry demands standards from hotels and tour operators, it must also practice standards within its own associations.
Strong associations create a strong sector. Weak leadership weakens everyone.
Why now?
The timing is deliberate. Government has set an ambitious target: to grow tourism earnings to USD 5 billion by the 2028/29 financial year.
Yet sector funding still falls short of the Shs 464 billion indicative figure under the National Development Plan IV.
That gap means the private sector must step up not just as participants, but as co-leaders.
“Without the private sector, we cannot speak about tourism. Let us continue these discussions and work together to implement this plan,” said Martin Mugarra Bahinduka, State Minister for Tourism.
Development partners agree.
“This Strategic Plan has been developed in collaboration with Enabel under the We Work project for green and decent jobs for youth,” Biriggwa said.
Enabel, Belgium’s development agency, is backing skills development and private sector growth, especially for young people.
“Strong public–private partnerships are essential. If you want tourism to grow fast, enhance collaboration and strengthen heritage management,” said Nicolas Oebel, Enabel’s country director.
The European Union has also prioritized tourism, committing €20 million to major projects with Enabel and UNESCO.
EU Ambassador Jan Sadek said the focus is on inclusive and sustainable growth while ensuring communities around tourism sites benefit directly.
Protecting what sells Uganda
UTA leaders say another key focus is conservation.
Uganda’s wildlife, landscapes and culture are its biggest selling points. But they are also fragile. Poaching, encroachment and human-wildlife conflict continue to threaten biodiversity.
The association argues that sustainability is no longer optional.
By 2028, they say, tourism will favour destinations that respect global standards, protect nature and offer quality experiences not just cheap packages.
In other words, conservation is not separate from business. It is the business.
Over the next five years, the plan outlines clear priorities:
- Stronger marketing locally and internationally.
- Skills training and youth employment.
- Improved quality standards.
- Better data and planning.
- Stronger public–private partnerships.
- Innovation in services.
- Connecting community-based enterprises to markets.
- Institutional strengthening and sustainable financing.
Phased Implementation will follow annual work plans, budgets and performance targets under a Results-Based Management framework.
For UTA, this is about speaking with one voice instead of many small ones. Because tourism is not theory.
It is livelihoods. When tourism grows, families earn. When tourism thrives, communities benefit. When tourism succeeds, Uganda’s economy expands.
The private sector now believes organisation not just promotion is the missing piece. And this strategy is their attempt to fix that.
Tourism figures at a glance
- 1,371,895 international visitors in 2024
- $1.28 billion in earnings (2024)
- 26% revenue growth from 2023
- Average stay: 8.7 nights
- 16% of total exports
- 803,000+ jobs supported
- 83 star-rated hotels
- 2025 arrivals estimated at 1.6 million
- Revenue estimated at $1.7 billion
- National target: $5 billion by 2028/29
Joshua Kagoro is a multimedia conservation journalist and Team Leader at Nexus Earth Care Africa (NECA), writing about sustainable tourism,and environmental justice across East Africa.