UTB partners with Golf club to woo tourists

By Solomon Oleny

No sport draws crowds of the world’s most extravagant spenders like golf. It is with this in mind that Uganda Tourism Board (UTB) has positioned itself to utilise golf as an avenue to promote Uganda’s tourism.

This is the rationale behind UTB’s participation as one of the sponsors for this year’s Uganda Golf Open Championship which was concluded last week.

UTB injected 10m into the organization of the event that attracted over 120 local and international golfers from various countries.

According to Stephen Asiimwe, the Chief Executive Officer UTB, the sponsorship was aimed at interesting the visiting golfer in exploring tourism attractions around the country while they are here.

“Participants were interested through word of mouth marketing and further offered free travel planner magazines that highlighted some of the countries prime attractions,” said Asiimwe.

The choice of golf among other sports was highly influenced by the fact that there are no sportsmen in the world who spend as luxuriantly on the tourism and hospitality industry as golfers, with an average golfer spending at least $2000 (about sh5m) per tournament.

“This means that in the event that 100 of these golfers returned to Uganda, their visit would translate into revenue of over $200,000.” Asiimwe said.

trueUganda’s Power house golfer, Adolf Muhumuza playing during the Uganda Golf Open Championship.
PHOTO/ Michael Nsubuga

Knowing that success is not achieved overnight, last week’s tournament is just the start rather than the end of this campaign.

UTB is already in the process of interesting more local golfers through the Uganda Golf Union, but there are plans to source players from Ethiopia which is Africa’s biggest hub for diplomats, most of whom are golfers.

To successfully woo them over, the board plans on sponsoring prize money to future tournaments.

Uganda is among the few countries with a competitive advantage that can draw golfers from all over the world.

Aside from having over 18 golf courses, the country boasts of friendly climate unlike places in Europe and South Africa which do get extreme conditions in winter.

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