This indicates that Kampala aims to boost the tourist count from the present 1.5 million annually to a higher figure over the coming three years.
A major component of its strategy is the Pearl of Africa Tourism Expo (PoATE), introduced in 2024 and set to take place again from May 21 to 24 this year.
Uganda aims to attract around 70 international buyers and more than 5,000 trade visitors through this event, leveraging the platform to establish itself as a leading tourist destination. In addition to the expo, the government has organized familiarization tours (FAM trips) designed to provide global buyers with firsthand exposure to Uganda’s scenic beauty and various attractions.
In an effort to increase both national and global appeal, Kampala has initiated the Tell Your Story campaign, motivating Ugandans to post their individual travel stories through social media platforms. This program seeks to showcase lesser-known attractions and cultural treasures, elevate local narratives, and draw more tourists to Uganda’s varied array of sights and activities.
Based on statements from Lilly Ajarova, who is stepping down as the executive director of the Uganda Tourism Board (UTB), such initiatives are vital for enhancing Uganda’s international image in tourism. "It acts as a critical link between Uganda’s tourist attractions and the global market," she explained, emphasizing how this connection fosters collaboration, attracts investments, and nurtures enduring partnerships.
In addition to marketing efforts, UTB Chairperson Pearl Kakooza mentions that the nation aims to draw more investors towards its national parks, planning to introduce fresh concession opportunities as numerous leases come up for renewal. This initiative aligns with the country’s overarching objective of increasing tourism's share of GDP ten times over from its present level of 3.6%.
Doreen Katusiime, who serves as the Permanent Secretary at the Ministry of Tourism, Wildlife, and Antiquities, emphasizes the government’s dedication stating, "Our priority is to make substantial investments and forge new alliances to guarantee the advancement of this sector." This statement was provided by SyndiGate Media Inc. Syndigate.info ).
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