For the past 30 years, there has been a steady increase in the contribution to the Gross Domestic Product (GDP) of Uganda by the tourism sector.
Had it not been for the COVID-19 pandemic, it would have been double the estimated 4.7 per cent of the annual Tourism Development Performance Review Report 2023. This can be attributed to several factors notwithstanding that the government of Uganda has played the biggest part in it.
This comes as no surprise, the government is one of the largest beneficiaries of the boom in the tourism ecosystem, and the tourism sector contributes more to the economy than Coffee the country's largest export.
According to a World Bank Report, the tourism sector also contributes 7.4 per cent of Uganda's labor force, without factoring in the many not formally employed. The government has appreciated the love of the tourism industry out of necessity. It is a symbiotic relationship, just like a farmer must feed the cow that gives him milk.
Before indulging in the actions taken by the government of Uganda, let's hint a little bit about the perennial problems that have not only stagnated the industry but left it in a critical condition. They include;
· Rampant poaching of the wildlife reducing the number of many endangered species,
· Poor infrastructure leading to tourism points notably the roads and air transport facilities,
· Low standard service delivery, from the hotels to the travel destinations.
· Poor destination marketing compared to neighbouring countries like Kenya, Rwanda, and Tanzania.
Due to these problems and more, the solutions crafted by the government have helped the tourism sector thrive and improved the stakes of our tourism industry.
Here are some of them:
Managing and protecting natural tourism destinations (national parks)
Uganda's most popular tourist attractions are nature and wildlife, mostly found in national parks. It was incumbent that the government manage and protect these areas, and it did this through the formation of the Uganda Wildlife Authority (UWA) in 1996.
UWA is the government agency responsible for the management and protection of wildlife in and outside protected areas. It is supervised by the ministry of Tourism, Wildlife and Antiquities. (The Uganda Wildlife Act, 2019, Cap 200). It currently manages 10 national parks; 5 community wildlife management areas; 12 wildlife reserves and 13 wildlife sanctuaries.
The Uganda Wildlife Authority (UWA) has implemented several measures to manage and protect national parks and promote tourism. UWA has conducted anti-poaching patrols, establishing ranger outposts to enhance surveillance, and collaborating with local communities for conservation efforts. These actions have curbed poaching.
It has also initiated wildlife research and monitoring programs and conducted community education and awareness campaigns to promote eco-tourism as a sustainable way to generate revenue. Most of all, it has worked on habitat restoration projects and implemented wildlife translocation efforts that have boosted endangered species populations. It has partnered with international organizations to strengthen conservation efforts such as GIZ, Enabel, European Union, and many more.
Promoting Uganda as a tourism destination
There is a consensus that Uganda as a destination has a more diverse offering than its neighbours. In the past, however, little or no effort was put into making Uganda attractive enough for people mostly in the Western Hemisphere to pay attention. Uganda Tourism Board (UTB) has spearheaded campaigns to market the country as a prime tourism destination. These are some of the initiatives put in place;
Highlighting Uganda's diverse tourism attractions through the "Explore Uganda - The Pearl of Africa" campaign in 2022 to rejuvenate Uganda's tourism image globally.
UTB has also partnered with global travel influencers like UAE Travel influencer Khalid Al Ameri, organized and participated in international tourism expos like Pearl of Africa Tourism Expo (POATE), Dubai Expo, World Travel Market (WTM) in London, and the International Tourism Bourse (ITB) in Berlin.
UTB has promoted tourism niches like eco-tourism, birding, and cultural experiences, aiming to attract more visitors to Uganda's rich natural and cultural landscapes. This is why Uganda safaris are becoming more popular in the world of travel as tourists are spoilt with lots of choices, unlike other countries that only sell wildlife.
All the above is accompanied by leveraging digital marketing to reach wider audiences. It is believed that UTB will be involved in the campaign with Kenya Tanzania and Rwanda called Visit East Africa the Vibe. These are slowly improving the image of Uganda globally as an ideal tourist destination.
Liberalizing tourism industry
Knowing the growing trend of the sector and understanding its several limitations as a government, Uganda liberalized its tourism industry through a range of policies targeting private sector participation and a conducive environment for investment.
The privatization of state-owned tourism enterprises and the introduction of the Tourism Act of 2008, which established regulatory bodies like the Uganda Tourism Board (UTB) to oversee industry standards and marketing was a big reform. It also made the licensing processes easy for hotels, tour operators, and other tourism businesses. The government has also provided tax incentives to investors in the tourism infrastructure and promoted public-private partnerships.
Uganda opened up its airspace to more airlines, improved visa accessibility through e-visas, and encouraged domestic tourism through campaigns like Tulambule and regional exploration campaigns. These policies have not only led to increased investment and innovation in the tourism sector but have also promoted Interest in domestic tourism by the population.
Improving infrastructure
It is common knowledge that accessibility drives traffic and growth. For a very long time, most of the tourist destinations in Uganda were very difficult to access. This spoilt the experiences of tourists and led to reduced enthusiasm and numbers.
Significant investment in infrastructure has helped the tourism industry by improving accessibility and visitor experience. The construction of new roads and the upgrading of existing ones have made remote tourism destinations more accessible, reducing travel time and facilitating smoother connections between key sites.
The improvement of the road infrastructure has led to the creation of new adventures such as self-drive safaris where a tourist can book a car rental Uganda to explore the county's natural places on their own with so much ease.
The modernization of Entebbe International Airport and the development of new airstrips at major tourist sites have streamlined international and domestic travel.
The improvement in the hotels and facilities in Uganda has also boosted its availability as a destination. These infrastructural improvements have boosted tourist arrivals and enhanced Uganda's brand as a prime destination. An example is how Uganda gained a boost in tourism when AFCON qualifier games were played in the newly refurbished Namboole Stadium The construction of the stadium to the CAF standards by the government was a node to the tourism industry.
Professionalizing the industry
To maintain its global competitiveness, there was an urgent need for innovation and competition to facilitate standard service delivery and customer satisfaction accounted for the general tourist experience.
UTB a regulatory body to oversee standards and licensing was a great step in promoting responsible tourism. It helped to set industry standards, monitor compliance, and ensure that tourism operators adhered to best global practices.
The government has also engaged in training and capacity-building activities by providing training programs for tourism professionals, focusing on hospitality management, tour guiding, and customer service facilitated by the Uganda Wildlife Research and Training Institute (UWRTI) in Kasese.
It has been through collaborations with various stakeholders, including NGOs and international organizations. UTB has partnered with many international bodies and organizations to enhance tourism training in the country.
Notable collaborations include partnerships with the United Nations World Tourism Organization (UNWTO), the African Tourism Board (ATB), and the German Technical Cooperation (GTZ) for sustainable tourism initiatives. These partnerships have provided valuable expertise, resources, and networks to support the professional development of tourism in Uganda.
Prioritizing Tourism as key sector in Uganda's economy
The prioritization of tourism as a key sector has helped in resource allocation and strategic focus on its development. Enhanced infrastructure, improved transportation, and hospitality facilities are developed. This increases the number of visitors due to improved visitor experiences.
It has also facilitated an increase in investment in conservation efforts and marketing campaigns that elevate Uganda's profile as a premier travel destination but most of all the protection of natural and cultural assets.
These measures have collectively strengthened the industry's economic contribution and created job opportunities while promoting sustainable tourism practices.
Providing security and stability
Tourism does not thrive in a war zone. A peaceful environment enhances the country's image as a safe destination for both domestic and international tourists. People are more confident in visiting countries with reduced risks of conflict or unrest, which are significant deterrents.
Since the NRM regime came to power, Uganda has experienced significant stability and peace. By ensuring security in tourist hotspots, national parks, and key infrastructures like airports and hotels, Uganda has boosted tourist confidence and improved its reputation as a reliable destination. Stability also fosters investor confidence, leading to the development of tourism infrastructure and services, further enhancing the sector's growth.
The government and private sector have been able to focus on marketing Uganda as a secure, peaceful, and vibrant destination, and with expected economic growth within the industry. Measures such as the establishment of the Tourism Police and deployment of UPDF in national parks have been instrumental in deterring potential threats, including rebels who may seek refuge in forested areas.
Sensitization and holistic involvement of stakeholders
In a bid to make the communities around the tourist points benefit from tourism activities, the government has actively engaged in sensitization campaigns and stakeholder meetings with; other government agencies, tourists, service providers, the local community, non-governmental organizations.
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It has conducted awareness campaigns, held workshops, and fostered collaborations among local communities and conservation groups. This has promoted a shared understanding of the economic, environmental, and social benefits of tourism. It has also led to better conservation practices, enhanced service delivery, and increased community-driven tourism initiatives.
By promoting ownership and participation in preserving cultural and natural assets, local communities near Uganda's tourism destinations have involved themselves directly in income-generating projects such as craft shops, cultural centers, and traditional performances and more income.
Conclusion
Despite the significant strides in the development and support of the tourism industry over the last 30 years by the government of Uganda, skepticism remains among many tour operators and stakeholders who believe that the efforts are not sufficient to make Uganda truly competitive against regional tourism giants like Kenya, Tanzania, and Rwanda.
The improvements in infrastructure, wildlife conservation, and promotional efforts, have not been enough to allow the country to attain its full potential in the global tourism market. To improve this sector, these are key areas that the government should prioritize its efforts;
First, marketing Uganda internationally as a unique and must-visit destination needs more robust investment. With its diverse natural attractions, rich culture, and historical heritage, Uganda should focus on targeted global campaigns to attract high-spending tourists. This includes stronger partnerships with international travel agencies, leveraging digital platforms, and participating in global tourism expos.
Second, organizing and improving service delivery is crucial. Ensuring that hospitality, transportation, and tour services meet international standards will not only improve tourist satisfaction but also boost repeat visits. More training programs for service providers, tour guides, and hospitality staff can help raise the overall quality of experiences for visitors.
Finally, streamlining taxes, fees, and regulatory structures will create a more conducive atmosphere for tourism businesses to thrive. Many operators feel burdened by high costs and bureaucratic red tape, which are stifling growth and discouraging investment. A comprehensive review of tourism-related taxes and the simplification of business processes can foster a more dynamic and competitive industry.
The trajectory that the tourism industry is embarking on today is one of positivity and continuous improvement. All stakeholders have to play their part since there is a general consensus that placing Uganda at the forefront of the tourism ecosystem in East Africa is the ultimate goal.
