Tourism Industry launches ambitious strategy

KAMPALA - As the sun dipped on the waters of Lake Victoria, Speke Resort Munyonyo in Kampala, bottles of sparkling wine were uncorked, glasses clinked, and tumblers tipped high as industry players toasted the launch of the Uganda Tourism Association (UTA) Strategic Plan 2025–2030 on February 12, 2026. 

The dress code, African wear, which guests embraced with flair. 

Flowing saris shimmered under lazy light. Crisp white kanzu (tunics) gracefully teased the polished floor while Gomesi dresses bloomed in bright silks and satins. Diplomats and corporate executives settled for formal tailored suits.

The guest of honour, State Minister for Tourism Martin Mugarra, drew laughter when he apologised for not wearing a traditional robe, explaining that the invitation was delivered late.

But his message was clear: tourism is central to Uganda’s economic recovery and long-term growth.

Inside the hall, it was a convergence of experience and aspiration. Hotel owners, tour operators, conservationists, diplomats, development partners and investors mingled freely.

Business cards changed hands. Strategic whispers floated between tables. 

Conversations moved seamlessly from wildlife conservation to conference tourism, from branding Uganda as a sustainable destination to attracting high-spending travellers.
Beyond the glamour, the evening carried weighty purpose.

The new five-year strategic plan shows UTA’s commitment to professionalising the industry, strengthening public-private dialogue, and positioning Uganda as a competitive destination on the continent.

Greatlakes Safari Tours ED Amos Wekesa Dr Sudhir Ruparelia and Geofrey Buluku share ideas during the launch of the UTA Strategic Plan 2026-2030 at Speke Resort Munyonyo. (Credit: Titus Kakembo)

Stakeholders spoke of harmonised standards, skills development, digital marketing and regional collaboration as pillars of growth.

The strategic plan, among several objectives, also calls for stronger marketing of Uganda's offerings to international and domestic markets.

Stakeholders also endorsed regulations on support for youth employment and skills training,  improved quality standards plus innovation in service delivery.

For entertainment, the twang of Myko Ouma’s guitar floated through the evening air, blending with his raw, gravel-toned vocals and poetic lyrics. Traditional thunderous drumbeats of Crane Band rolled across the ballroom, punctuated by the jingle of ankle bells.

Between speeches and applause, guests shuffled to the rhythm of drums, proving that tourism is not merely about policy documents and balance sheets. It is about culture, identity and storytelling.

As the final guitar notes lingered and the drums slowed to a gentle cadence, one sentiment echoed across the room: unity. Industry players are committed to working together, upholding high standards, and presenting a confident, coordinated face to the global market.

Long after the sun had disappeared beyond the horizon, Speke Resort Munyonyo still pulsed with life - a fitting metaphor for a tourism sector determined not just to recover, but to rise.