Uganda embarks on cluster development for tourism promotion

Uganda says it plans to promote tourism through regional clusters. 

The revelation was during the launch of Rwenzori tourism destination management plan on Thursday, August 21, 2025, at the Uganda Tourism Board (UTB) head offices in Kampala. 

"If we start our product development and also address our destination in cluster form, we shall move faster and closer to our goal," UTB chief executive officer Juliana Kagwa said.

The 5-year Rwenzori tourism destination management plan outlines practical interventions that aim to improve visitor experiences, build local capacity, support conservation, and strengthen the region’s competitiveness in both domestic and international markets. It was developed in conjunction with the tourism ministry, Kasese tourism investment forum, and Centre for the Promotion of Imports from developing countries (CBI).

CBI country lead Martijn Harlaar said last year, a tourism development plan was launched for the Karamoja region as a pilot programme.

"Together with UTB, we share a conviction that a lot of tourism takes place in different regions, and we, therefore, ought to roll out such initiatives to other parts of the country. In those regions, there are great opportunities to further shape sustainable tourism products," Harlaar said.

Kagwa echoed the same ambition saying, UTB is also developing plans for other clusters within the country tailored with their unique attractions. 

"We have embarked on this one for the Rwenzori region, which is very timely given the activities that are currently taking place, including the marathon and the theluji festival," she said.

Alex Kiiza, the chief executive officer for Kasese tourism investment forum, said the new strategic plan is a promise to the people of Rwenzori that tourism will prioritise their well-being. He added that the plan is a testament to how local communities, development partners, and the government can work together towards a shared vision. 

"The plan has an ambitious target that looks at training and skilling of 3,000 community members along the tourism value chain by 2030 as well as expanding jobs in mountaineering, guiding, festivals, and wildlife safaris," Kiiza stated.

He called on the private sector to invest in high-end hospitality and accommodation facilities, homestays, marketing and branding. 

"We commit to take action to make tourism in the Rwenzori a source of pride, dignity, and an opportunity for every household while protecting our fragile glaciers, rivers, forests, and the traditions that define who we are as a people," Kiiza expressed.

Martijn Harlaar (left), the CBI country lead, Julian Kagwa, the UTB chief executive officer, and Alex Kiiza, the chief executive officer for Kasese tourism investment forum, addressing media during the launch of the Rwenzori tourism destination management plan. (Credit: Julius Luwemba)

Funding and sustainability

Richard Okuti, the CBI project co-ordinator, said in the process of developing this destination management plan, some products were identified and developed to provide profitability that would spur other developments. 

"There is limited external funding, but the idea is that each stakeholder invests more and also carries out joint operations so that each of them becomes more profitable."

About Rwenzori marketing plan

The Rwenzori region, encompassing the districts of Kasese, Bundibugyo, Ntoroko, Kabarore, and Bunyangabu, is one of Uganda's most diverse and vibrant tourism landscapes. From its rich cultural heritage and unique ecosystems to its warm communities and emerging tourism enterprises, the region is coated to hold immense potential for sustainable destination development.

UTB spokesperson Dr Simplicous Gessa said the Rwenzori region's natural beauty, cultural assets, and community livelihoods must be protected and enhanced through careful planning, investment, and collaboration. 

"This plan outlines practical interventions that aim to improve visitor experiences, build local capacity, support conservation, and strengthen the region's competitiveness in both domestic and international markets," Gessa explained.

Cluster tourism development

According to Kagwa, the Rwenzori destination management plan, Karamoja destination marketing plan, among others in offing, represent a significant milestone in UTB's effort to strengthen the country's tourism sector through evidence-based planning and inclusive stakeholder engagement.

"At the core of this plan, among others that we are developing for other clusters, is sustainability. It is a principle that guides our national tourism strategy and underpins every aspect of destination development," explained the UTB boss.