Uganda tour operators want attractions in spotlight

By Titus Kakembo

The Association of Uganda Tour Operators (AUTO) has called on its members to ensure that Uganda’s attractions remain in the spotlight for potential travellers. 

A key player in this effort is the media, which can help tell compelling stories of the country's tourism offerings.

Dennis Ntege, a key figure in the tourism industry, says even when facing challenges, such as disease outbreaks or crashes, the narrative should still highlight the destination's unique appeal. 

This was during a breakfast meeting at Kampala city-based Skyz Hotel on March 6, 2025.

“If a tragedy strikes, it’s crucial to frame the story in a way that continues to show the beauty of the place,” Ntege shared.

“For instance, you could paint a picture of the breathtaking views a traveller might have experienced had they visited Bwindi Impenetrable Forest. From the winding roads climbing the lush hills to the vibrant birdlife, the mist, and the awe-inspiring scenery, there’s so much that speaks to the destination’s charm.”

At the event, chief executive officer Matilda Iremera spoke of the importance of unity within the tourism sector. She urged more industry players to join AUTO to collectively strengthen the tourism industry.

“By coming together, we can advocate for necessary changes, like tax reforms, securing incentives, and gaining better access to resources from financial institutions,” she said.

In a keynote address, Muhereza Kyamutetera, a communications professional, highlighted the importance of staying ahead of the curve when it comes to media trends.

“While communication will always be essential, the way people consume information is rapidly changing. Video, photography and how we deliver information are now vital,” Kyamutetera said. 

“News breaks live on social media before it even hits traditional platforms. As media professionals, we must anticipate these changes and adapt quickly to keep up with the evolving landscape.”

Col Deo Akiiki of the Uganda People’s Defense Force (UPDF) addressed concerns potential travellers might have regarding safety.

“There’s no need to fear trouble in Uganda, even with the upcoming elections in 2026. This isn’t the first time we’ve held elections in the last three decades,” Akiiki said. 

“The wildlife, primates, birds and boat cruises will remain as beautiful and accessible as ever. Ugandans are renowned for their hospitality, whether you're a friend, relative, or stranger.”

A panel discussion followed, where three public relations officers, alongside a journalism lecturer from Makerere University, echoed the sentiment that the tourism sector must coordinate better to tell captivating stories.

Gessa Simplicious from the Uganda Tourism Board emphasized their ongoing efforts to position Uganda as a sustainable tourism destination with a variety of unique attractions.

He said Uganda's diverse offerings need to be communicated effectively to global audiences.

Bashir Hangi of the Uganda Wildlife Authority shared another success story, noting how Mountain Gorillas are flourishing alongside local communities living near the parks.

“This is a model for conservation that the world can learn from,” Hangi said, stressing the importance of showcasing Uganda’s triumphs in wildlife protection and community development.

Emmanuel Ainebyona from the health ministry addressed concerns about health risks, particularly the Ebola outbreak. He assured the participants that the situation was being handled professionally and that potential travellers should not be deterred by fear.

Dr Ivan Lukanda urged the tourism sector to remain adaptable and mindful of changing trends in travel preferences.

“I know people who come to Uganda just to sample Rolex,” Lukanda said, referring to the popular street food. 

“They want to learn the art of making it - everything from the ingredients to the perfect roll. It’s a story that can be told well. From a humble student snack to appearing on five-star hotel menus, this is a narrative that would captivate readers. Public relations officers should ensure journalists have timely access to relevant information and statistics to tell these stories effectively.”

As the event wrapped up, it was clear that for Uganda to shine on the global tourism stage, collaboration, effective communication, and timely information are essential to highlight the country’s rich, diverse attractions.