UTB Targets 700,000 Tourists Annually


In a bid to spur tourism investment and increase revenue, Uganda Tourism Board (UTB) has generated a new five year National Marketing strategy; for the period 2017/18-2022/23, aimed at developing a tourism destination brand identity of Uganda in the source markets by popularizing and promoting Uganda, which is envisaged to impact on the economy. This is to make Uganda a viable destination both locally and internationally.

The Minister of Tourism, Wildlife and Antiquities, Hon. Ephraim Kamuntu says; Tourism being one of the sources of growth needs to underscore its importance in transforming the country, through recognizing the players in the sector to achieve our goals. He adds that the natural and cultural assets Uganda has needs a prescribed strategy that will guide the work to unlock their potential, to transform the economy. He says this will boost foreign exchange, increase employment, increase GDP contributions among others.

During a validation workshop with stakeholders at Imperial Royale Hotel last week, The C.E.O, UTB, Stephen Asiimwe; says that there is need to embark on the stay and spend factor, aimed at convincing tourists to visit and stay longer to increase the volumes of tourists. He says that the marketing strategy is expected to increase to 700,000 visitors per year, for the regional core and secondary markets and develop domestic tourism in Uganda; by promoting events, festivals and trips among others. Asiimwe told stakeholders that the challenges of Uganda’s tourism include; historical wars, lost wildlife and low untrained workforce in the hospitality sector among others.

Uganda’s wide range of human, natural, cultural and historical attractions for tourists includes: Mountain guerillas, The Uganda Martyrs, Cultural heritage sites, Mammal and Bird species, Rwenzori Mountains, Lakes and Rivers, Reptile and Amphibian species and Climate among others


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