Top tourism managers review performance, sector progress

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The distant roar of the River Nile could be heard as its waves soothingly slapped the adjacent town, casually known as Uganda's adventure capital. The vibrant city of Jinja in eastern Uganda remains the main source of the world's longest river.

Here, a quiet surge of water begins a 6,800 kilometre journey northward to the Mediterranean sea, crossing deserts, nourishing civilisations and shaping history.

Standing in Jinja, one is not just witnessing a river. It's a living testimony for the beginning of a story that has flowed through empires, inspired explorers and sustained millions of lives.

It was not by accident that the top management of the tourism ministry, plus all its subordinate agencies, held a retreat with the aim of reflecting, transforming and aligning for a competitive tourism destination, which Uganda is.

The retreat, which commenced on February 18, 2026, at the newly constructed government-owned Crested Crane hotel, will run up to Friday.

Tourism ministry permanent secretary Doreen Katusiime said this week's top management retreat builds on the two previous ones, with the most recent one held in October 2024.

"As part of the activities, we shall visit the Source of the River Nile, among other important sites, which will give us an opportunity to make a contribution to further undertakings and get information to disseminate and become ambassadors for the promotion and the good work of the government," Katusime said.

The meeting presided over by the tourism minister, Tom Butime, and his junior minister, Martin Mugarra, brought together board members and top managers from its agencies, such as the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), Uganda Hotel and Tourism Training College plus the Uganda Wildlife Research and Training College.

Tourism minister Tom Butime (centre), state minister Martin Mugarra (right) and the permanent secretary Doreen Katusiime during the top management retreat in Jinja city.

The ongoing meeting is expected to review institutional performance and sector progress; reaffirm strategic priorities in line with the national development objectives; strengthen coordination between the agencies, as well as align leadership actions towards enhancing Uganda's competitiveness and sustainability as a tourism destination.

Achievements

UWA executive director Dr James Musinguzi pointed out several achievements revolving around the implementation of the rhino conservation plan, which saw more rhinos imported into Uganda and a phased translocation of the same back to the wild.

"We have also enhanced tourist accommodation facilities in the wildlife protected areas, including a glass bridge and 4 lodges in Murchison Falls National Park, Zip lining in Karuma Wildlife Reserve, three lodges in Queen Elizabeth National Park, one lodge in Kidepo National Park, one lodge in Kibale National Park and two lodges in Lake Mburo National Park," Musinguzi stated.

He further noted that 12 more concessions are pending approval from the board of trustees. Among other achievements, the UWA boss pointed out a new Earth Ranger system rolled out in protected areas, which will help to curb wildlife crime, recovery of debts from some concessionaires, completion of Mbale zoo and signing agreements that will see the establishment of 60 communication masts across all the protected areas.

Board progress

Taking to the podium in a celebratory mood, UTB chief executive officer Juliana Kagwa said the country's top marketing agency has employed a robust digital marketing strategy that included working with influencers, content development and brand ambassadors to further reach the market segments enshrined in the national marketing strategy.

"The board also worked with Uganda's Missions abroad to develop agile, real-time marketing content, organised familiarisation trips for media and travel trade partners to promote Uganda as a preferred destination," Kagwa elaborated.

She further noted that UTB partnered with the East African Community to position Uganda as a single tourism destination.

"We have fronted the promotion of cross-boundary tourism products and development of single itineraries to encourage length of stay across the region as well as supported the development of transboundary infrastructure across the region," the UTB boss added.

Boosting training

Richard Kawere, the Principal of Uganda Hotel and Tourism Training College, said the tertiary institute currently has an enrolment of 1,346 against the target of 1,500. Aside from the recurring priceless education offered by the training college, Kawere led the top management around the new Crested Crane Hotel, where most of them were checked into the comfortable accommodation.

Tourist numbers growing

Minister Butime revealed that for the first time since the COVID-19 pandemic, Uganda surpassed pre-pandemic tourism numbers of about 1.64 million tourists in the year 2025.

"This recovery is a strong signal of renewed confidence in destination Uganda," Butime said.

According to the minister, key confidence boosters included the lifting of the United Kingdom travel advisory on Queen Elizabeth and Semuliki national parks, which strengthened the western Uganda tourism circuit.

"In terms of infrastructure, notable progress has been made with projects such as the Kabale-Lake Bunyonyi tourism road, the Kitgum-Kidepo road and the Ishasha-Katunguru road," Butime added.

He, however, pointed out some persistent challenges, particularly the poor condition of the Mubende-Fort Portal road, Arua roads and what he termed as the recent negative publicity surrounding the Uganda Airlines.

Meanwhile, Butime urged the tourism top managers to apply a competitive lens in defining their actions, strengthening collaboration across agencies as well as adopting a one-government approach in engaging other ministries, departments and agencies.

He also urged them to deliberately empower and guide the private sector, which remains the main driver of Uganda's tourism economy.

The top officials were later led around the expanded and upgraded facilities at the college, among other developments set up by the government, plus donor funding. Subsequent sessions of the retreat will see the launch of the ministry's strategic plan, service standards and client charter. The team will also visit the Kyabazinga of Busoga at Igenge palace, among other cultural immersions.