The European Union’s dedication to bolstering the tourism sector through financial backing, enhanced visibility, and fostering local engagement in tourism development was emphasized by EU Ambassador to Uganda, Jan Sadek. Ambassador Sadek made these remarks during a panel discussion on “Sustainable Financing for Tourism” held alongside the ongoing Pearl of Africa Tourism Expo (POATE) at Munyonyo in Kampala.
Moderated by Richard Kawere, Principal of the Uganda Hotel and Tourism Training Institute (UHTTI), the panel discussion highlighted various strategies aimed at sustainable financing for tourism initiatives. Ambassador Sadek expressed satisfaction in the Ugandan government’s commitment to promoting the country as a tourism destination, noting the necessity for increased awareness, especially in regions like Sweden where knowledge about Uganda is limited to historical figures like Idi Amin.
Treasury Secretary Ramathan Ggoobi reiterated the government’s dedication to investing in branding and marketing Uganda as a premier tourism destination. As part of its broader policy agenda, the government aims to support key sectors such as Agriculture, Tourism, and Mining (ATM), with tourism projected to significantly contribute to the economy, reaching $50 billion by 2040.
However, Mr. Ggoobi acknowledged the existing challenges within Uganda’s tourism sector, including limited marketing efforts, a shortage of skilled workforce, and inadequate infrastructure. To address these issues, the government is implementing interventions valued at $68 million under the Competitive Enterprise Development Project (CEDP). These interventions focus on infrastructure upgrades and skills enhancement at institutions like UHTTI and the Uganda Wildlife Research Training Institute.
Furthermore, Mr. Ggoobi stressed the importance of a collective effort in promoting tourism, urging Ugandans to refrain from negative rhetoric that could deter potential visitors. He emphasized that tourism development is a shared responsibility, involving not only the Uganda Tourism Board (UTB) but also every citizen and governmental body.
Echoing this sentiment, Prof. Lawrence Muganga, Vice-Chancellor of Victoria University, encouraged UTB to adopt innovative marketing strategies. He cited an example from Victoria University where a music battle event garnered significant public attention, showcasing the university’s brand without substantial financial investment.
The Pearl of Africa Tourism Expo serves as a vital platform for stakeholders within the tourism industry to network and engage in business opportunities. Organized by the Uganda Tourism Board, the event aims to promote collaboration and growth within the tourism sector.
