KAMPALA, UGANDA – At the conclusion of the previous 3-year strategic plan (2012- 2015), the Uganda Tourism Board (UTB) embarked on the process of developing a new comprehensive, realistic and practical 5-year strategic plan. This strategic plan aims at developing and promoting a sustainable tourism sector to increase the number of visitors to Uganda, their stay and expenditure.
The new plan (2016 – 2021) shall be based on 7 key strategic areas, including;
- value for money destination marketing and promotion;
- sustainable product development and diversification;
- enhanced quality assurance, service delivery and sector regulation;
- human resource development, capacity building and management;
- research-based operations, projects and innovations;
- partnerships & public relations;
- private sector engagement and community development.
On the basis of the above principles, different stakeholders from both public and private sector were involved to discuss, critic and propose adjustments in the new strategic plan. These were representatives from different institutions, including, the Ministry of Tourism, Wildlife and Antiquities, Uganda Wildlife Authority, Association of Uganda Tour Operators, Uganda Hotel Owners Association (UHOA), Community Based Tourism Initiative of Uganda (COBATI), Uganda Tourism Association, Researchers, Academia and the media among others.
Once implemented, the strategic plan shall help increase the number of visitors to Uganda by over 30% both regional and international, that is, from 1.8m currently to over 2.34m visitors in a period of 5 years.
The engagement was held on Tuesday 15th November 2016 at Hotel Africana in Kampala.