Tourism board engages eastern Uganda stakeholders over tourist destination positioning

In a bid to strengthen internal collaboration, appreciate the region’s tourism potential, and engage local stakeholders on how to position the region as a competitive tourism destination, Uganda Tourism Board (UTB) management and board of directors have pitched camp in eastern Uganda.

The board, led by Pearl Hoareau Kakooza and management, by Juliana Kagwa, in a weeklong retreat, which started on Monday, July 28, 2025, visited the iconic Sipi Falls in Kapchorwa, one of Uganda’s leading natural attractions, to appreciate its potential in adventure and eco-tourism.

The team held a stakeholder engagement at Elgon Hotel in Mbale, where they met with local tourism players, hoteliers and tour operators.

Discussions focused on the challenges and opportunities for growing tourism in the Elgon region, improving destination visibility, and building strong public-private sector collaborations.

In demonstration of cultural tourism appreciation, the UTB team paid a courtesy visit to Bamasaba cultural institution and held an audience with the Umukuka (Cultural Leader) of the kingdom.

According to UTB spokesperson Dr Simplicious Gessa, the visit highlighted the role of culture in tourism development and the importance of preserving and showcasing Uganda’s rich cultural heritage.

"The retreat reinforced UTB’s commitment to inclusive tourism growth and destination development through partnerships and grassroots engagement," Gessa said on July 31.

Juliana Kagwa (2nd left), the UTB CEO, together with Francis Nyende (3rd right), the marketing manager being taken through the cultural way of preparing cuisines in Eastern Uganda- Mbale. (Courtesy Photo)

Visit to UHTTI

Earlier, the board members and management made a courtesy visit to Uganda Hotel and Tourism Training Institute (UHTTI) in Jinja city as part of their commitment to strengthening partnerships with key institutions in Uganda’s tourism and hospitality sector.

The visit aimed to understand the progress of UHTTI’s infrastructural developments, the quality of training offered, and to explore potential areas of collaboration to enhance service standards in Uganda’s tourism industry.

The UHTTI leadership team, led by principal Richard Kawere, took the UTB delegation on a guided tour of the institute’s newly upgraded facilities.

He outlined the institute’s mandate and strategic goals, highlighting the ongoing curriculum development and alignment with international hospitality standards, partnerships with regional and international institutions, student enrollment statistics and graduate success stories plus the challenges faced.

UTB board chairperson Kakooza, on behalf of the visiting team, commended the quality and modern standards of the facilities, highlighting their importance in elevating Uganda’s human resource capacity in tourism and hospitality.

The tourism marketing body reaffirmed its commitment to supporting institutions that contribute to the professionalism and competitiveness of Uganda’s tourism sector.

UHTTI was encouraged to look for job placements for the students who have completed the training in partnership with hoteliers. The team also visited the Source of the River Nile to check on the progress of the works being undertaken.

CEO Kagwa also reaffirmed UTB's commitment to making Uganda a tourism-leading destination in Africa known for its diverse, high-quality and sustainable tourism experiences.