Transforming Uganda Tourism

Uganda has great potential for sustainable tourism, boasting abundant natural beauty and fascinating cultural diversity. The country's relatively unspoilt environment is ideal for eco-tourism. However, as Uganda's tourism sector is still developing, it faces several challenges in the following areas:

• Awareness and understanding of sustainable tourism among public and private sector actors;
• Quality of and diversity in tourism products; Uganda now has a strong focus on gorilla tours;
• Quality of service delivery along the tourism supply chain;
• Quality of tourism infrastructure.

Also, it is not easy for the sector to reach international markets such as Europe, where people prefer sustainable tourism. Small tourism businesses do not get the financial support. They have only limited options to invest in their businesses. Lastly, there is a need for better coordination between tourism stakeholders, at a national and regional level.

So, in 2021, the Centre for the Promotion of Imports from Developing Countries (CBI) started the export coaching project Transforming Uganda Tourism (TUT).

Project goals

The main goal of Transforming Uganda Tourism (TUT) is to create a stronger and more responsible tourism sector in Uganda. This will improve the lives of local communities while providing visitors with sustainable tourism experiences. The TUT project also aims to help tour operators attract travellers who are interested in sustainability. These travellers are likely to spend more, stay longer, visit throughout the year, and bring extra benefits to Uganda.

Project participants

A total of 43 tour operators are taking part in this export coaching project.

For more information, contact CBI at services@cbi.eu or visit the tour operators' websites.

Project partners

For this project, we collaborate with the Uganda Tourism Board (UTB).

Project activities

The project focuses on three intervention areas to develop sustainable tourism in Uganda:

1. Capacity building for tour operators
2. Capacity building for Ugandan organisations
3.  Strengthening the tourism environment

Capacity building for tour operators

• Provide sustainable tourism training for all tour operators.
• Offer targeted coaching to 50 operators on business skills, product development, and digital marketing.
• Develop and deliver a digital marketing curriculum via the Ukarimu platform.
• Facilitate matchmaking between Ugandan operators and European markets.
• Support Ugandan consultants to offer fee-based tourism services.
• Promote Uganda's sustainable tourism at trade fairs and online events.

Capacity building for Ugandan organisations

• Train Uganda Tourism Board (UTB) staff on sustainable tourism and product diversification.
• Collaborate with the Association of Uganda Tour Operators (AUTO) on export promotion strategies.
• Market Uganda's sustainable tourism at international events, such as trade fairs and roadshows.
• Strengthen the tourism environment.
• Create a community of practice for tourism professionals to share ideas and solutions.
• Establish a tourism advisory group to address key sustainability issues.
• Launch an innovation window to support competitions for developing sustainable tourism products.

Get involved as an importer

 Are you a European importer interested in sustainable tourism products from Uganda? Contact us to learn more or to connect with suppliers trained to export to Europe.