Kigezi tourism players told to prioritise customer experience

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Tour operators and other tourism stakeholders in the Kigezi sub-region have been urged to embrace professionalism, continuous learning, and collaboration if the region’s tourism industry is to thrive and compete with other regional and global destinations.

The call was made during a capacity-building workshop on May 14, 2025, at White Horse Inn in Kabale Municipality. Organised by the Ministry of Tourism, Wildlife and Antiquities, the workshop attracted tour operators, hoteliers, guides, local government officials, and representatives from community-based tourism initiatives across the Kigezi sub-region.

Facilitated by seasoned tourism experts, the workshop focused on equipping participants with practical knowledge and skills needed to deliver quality tourism services and improve the visitor experience. Key themes included customer service, sustainable tourism, tour product development, marketing, and the importance of professionalism across the tourism value chain.

Herbert Byaruhanga, director of the Africa Institute of Tourism and Field Guiding and the lead facilitator at the workshop, emphasised that while Kigezi has immense tourism potential, stakeholders must invest in knowledge and ethical practices to position the region as a competitive destination.

Harriet Kiiza, a Principal Tourism Officer and a certified hotel assessor at the Ministry of Tourism, Wildlife and Antiquities addressing participants in a workshop. (Photo by Job Namanya)

“Tourism is not just about having beautiful landscapes or wildlife. It is about how we present, package, and interpret these assets to our guests. For the industry to grow, all players—from tour guides to hotel staff—must operate professionally, communicate effectively, and continuously upgrade their knowledge,” Byaruhanga said.

He noted that tourism is a service-driven sector, and poor service delivery, misinformation, or a lack of professionalism could negatively affect tourists’ perceptions and ultimately impact return visits and referrals.

“People travel for experiences. If the service is substandard or the guides lack knowledge, the tourists may not return, and worse still, they may discourage others from visiting. That is why professionalism is not optional; it is essential,” he added.

Harriet Kiiza, a principal tourism officer and certified hotel assessor at the tourism ministry, reiterated the government’s commitment to supporting tourism development through skills training and capacity enhancement.

“As the ministry, we are working to ensure that tourism professionals across the country meet acceptable service standards. Through workshops like this one, we want to equip local stakeholders with tools that will help them improve service delivery and contribute meaningfully to the sector’s growth,” Kiiza said.

She also highlighted the importance of certification and formal training for tour guides and operators, noting that having qualified personnel boosts Uganda’s image as a tourist-friendly destination.

Participants laud the initiative

The training was well received by participants, many of whom described it as timely and eye-opening. Several noted that, despite years of experience in the tourism industry, they had never received formal training in customer service, tourism product packaging, or modern marketing techniques.

James Twinamatsiko, a tour guide based in Kisoro district, expressed gratitude for the opportunity to learn from experienced facilitators.

“I have been guiding tourists to Bwindi Impenetrable National Park and Lake Mutanda for over six years, but this workshop has helped me understand the gaps in how I present the experience to visitors. For example, I now realise the importance of storytelling, knowing the history of the area, and presenting facts in a way that is engaging and respectful,” he said.

He added that equipping guides with proper knowledge about the region’s flora, fauna, and cultural heritage could enrich the tourist experience and encourage positive reviews and referrals.

Sunday, Eric, a hotelier in Kabale, said that the training provided insights into how to improve customer care and ensure that guests leave with memorable experiences.

“We learned that the way we receive and handle tourists, whether local or international, can determine whether they come back or recommend the place to others. It is no longer just about providing a bed and breakfast. It’s about creating an experience,” he said.

Dr Christine Ampuza, the dean of the Institute for Tourism and Hospitality, emphasised the need for stronger collaboration among stakeholders, especially in creating packages that combine different attractions across the Kigezi region.

“We need to work together—tour operators, hotel owners, local governments, and community-based organisations—to offer well-rounded tourism products. That is how we shall stand out as a region,” she said.

Tourism in Kigezi: a region of untapped potential

The Kigezi sub-region, comprising districts such as Kabale, Kisoro, Rubanda, Rukiga, Kanungu, and parts of Ntungamo, is widely considered one of Uganda’s most scenic and culturally rich areas. Often referred to as the “Switzerland of Africa” due to its rolling hills, terraced landscapes, and cool climate, Kigezi offers a wide range of tourism attractions.

Among its natural wonders is the world-renowned Bwindi Impenetrable National Park, home to over half of the world’s remaining mountain gorillas. Mgahinga Gorilla National Park, Lake Bunyonyi—the second deepest lake in Africa—Echuya Forest, and various crater lakes are also found in the region.

In addition to its ecological treasures, Kigezi boasts a rich cultural heritage, including traditional Batwa communities, Bakiga folklore, crafts, and cuisine. However, despite its potential, the region’s tourism sector faces challenges such as inadequate infrastructure, limited marketing, and low levels of professionalism among some service providers.