Athul LalKampala: If there is one thing that is going to transform Uganda in a big way in the immediate future, it would be tourism. As Lilly Ajarova, the dynamic CEO of the Uganda Tourism Board (UTB), pointed out: “with rich attractions, the value for money and high return on investment, opportunities are endless.” But the pertinent question is how effectively the country can market its unique and diverse tourism attractions across the globe? If the recently concluded 5th edition of Pearl of Africa Tourism Expo (POATE) at Speke Resort in Kampala was any indication, Uganda has set out in the right direction in terms of tourism development.
The fifth edition of Pearl of Africa Tourism Expo held in Kampala revealed the rich attractions and endless opportunities in Uganda’s tourism sector
POATE 2020, the three-day show on the shores of Lake Victoria, was officially inaugurated by General (Rtd.) Moses Ali, the First Deputy Prime Minister and Deputy Leader of Government Business in Parliament, on behalf of Yoweri Kaguta Museveni, the President of Uganda. The theme of this edition was ‘Promoting Intra-Africa Travel’ and the event witnessed the participation of around 60 international buyers, 140 domestic and regional tourism operators as well as international and domestic media.
In his message, President Museveni said Uganda has significantly invested in creating “peace and stability, good road networks, enough electricity supply, better telecommunications networks and internet” and these investments would enable Uganda’s tourism sector to be competitive. “Without investment in this critical infrastructure, tourism cannot flourish. The government has restored Uganda Airlines to attract tourists to Uganda. With direct routes to Uganda, tourists and business people alike will have faster and more affordable travel to the country, making us a competitive destination.”
Yoweri Kaguta Musevani | President of Uganda
“Uganda has significantly invested in creating peace and stability, good road networks, enough electricity supply, better telecommunications networks and internet and these investments would enable Uganda’s tourism sector to be competitive”
President Museveni also commended UTB for its intra-African outlook saying that since the Ugandan Government had “achieved commendable progress in addressing some of the strategic bottlenecks” which hindered Uganda’s prosperity, it was time to focus on intra-African business. “Africa has a big market of 1.2 billion people which we must exploit to our advantage by increasing intra-trade and intra-travel among us,” he said.
Endless Opportunities
According to Lilly Ajarova, Uganda offers abundant tourism opportunities with diverse tourist attractions and the best value for money for both investors and tourists alike. “We have the richest and most diverse range of human, natural, cultural, religious and historical attractions complemented by a warm tropical climate, hospitable people, quality accommodations and great food. Uganda has the highest concentration of attractions over a smaller geographical area where tourists get to see more for less and there is something for everyone. As a destination, Uganda offers the best value for money,” she said.
Ajarova said that the healthy growth in visitor arrivals coupled with a vast array of tourism assets presented big returns on tourism investment and that the recent government investments in transport infrastructure had made the country more accessible both from the outside and inland. “It is now easier to get into Uganda by air from virtually anywhere in the world – 32,735 flights in and out of Uganda in FY18/19. With Uganda Airlines, there will be faster and more convenient direct routes especially from Africa,” she said.
Col. (Rtd.) Tom Butime | Minister of Tourism, Wildlife and Antiquities
“We do offer probably the best value for money per dollar spent and there is something for everyone regardless of age, gender, budget and preferences”
Pearl Hoareau Kakooza | President, Uganda Tourism Association
“To support the growth of tourism sector in Uganda, the government should invest more in capacity building and new product development as well as facilitate capital investments and access to affordable financing”
Lilly Ajarova | CEO, Uganda Tourism Board
“Uganda presents the richest and most diverse range of human, natural, cultural, religious and historical attractions complemented by a warm tropical climate, hospitable people, quality accommodations and great food. Do not settle for a bouquet when Uganda can give you and your clients a garden of attractions and endless opportunities for your businesses!”
Explaining the theme of POATE 2020 and the special focus on Africa, Ajarova said that Africa’s economic prospects were on the rise and that the continent was emerging as one of the fastest-growing tourism markets after Asia and the Pacific with outbound traffic reaching 42 million in 2018. “The theme mirrors our strategy to rebalance and categorise our tourism portfolio into four key segments, namely: existing overseas markets; emerging overseas markets; regional/African market and the domestic Ugandan market,” she said.
Col (Rtd.) Tom Butime, the new Minister of Tourism, Wildlife and Antiquities, said: “Numbers don’t lie. We do offer probably the best value for money per dollar spent and there is something for everyone regardless of age, gender, budget and preferences.” He said that on top of healthy visitor numbers and the richest attractions portfolio on the continent, Uganda offered one of the most abundant investment incentive regimes in the tourism sector.
Kiwanda Godfrey Ssuubi, the Minister of State for Tourism and Antiquities; Rev. Fr. Simon Lokodo, the Minister for Ethics & Integrity; Uganda Tourism Board Members; Members of Parliament and ambassadors were among the dignitaries who attended.
Pearl Hoareau Kakooza, President, Uganda Tourism Association (UTA), called upon the government to invest more in skilling and new product development and facilitate capital investments and access to affordable financing. “Interest rates ranging from 18-25 per cent from commercial banks are prohibitive for direct investment in the private sector. UTA members would wish to have access to affordable financing for this sector,” she said, adding that access to more affordable financing for the sector, “would translate into a broader tax base and by extension, more tax revenue.”
UTA is an umbrella organisation that brings together all tourism trade associations in Uganda having around 7000 members comprising tour operators, travel agents, hoteliers, tour guides, community-based organisations etc.
Alain St. Ange, President, Africa Tourism Board, said Uganda has something that few countries in Africa can talk about – stability and safety. “Africa must work together to rewrite its narrative. It cannot continue to let the world to ride on the back of Africa, writing what they want, and often, looking at all the mishaps; all the mistakes and for everything else that is not good about Africa. Our successes are not written about. This is something that Africa must do for Africa,” he said.
UTB–Uganda Airlines Tie-up
UTB and Uganda Airlines will work together to promote the tourism potential of Uganda across the globe. Lilly Ajarova, CEO, UTB and Cornwell Muleya, CEO, Uganda Airlines have signed an MoU in this regard on the sidelines of POATE 2020. As per the agreement for three years, the two organisations will work together to run marketing campaigns and conduct market research as well as collaborate in enabling Uganda’s other tourism players to participate in major African and international exhibitions. This will include FAM trips for travel agents, tour operators and press & bloggers. Both agencies will jointly develop Visit Uganda tour and travel packages and holidays on Uganda Airlines as well as create new tourism products especially in MICE (Meetings, Incentives, Conferences and Events) sector.
