The Uganda Tourism Board (UTB) stands at the forefront of promoting Uganda as a premier travel destination, both regionally and globally. Established in 1994 and operating under the Ministry of Tourism, Wildlife and Antiquities, UTB’s mission is to market Uganda’s diverse tourism offerings and ensure quality standards across the industry.
Mandate and Objectives
UTB’s core mandate encompasses:
- Destination Marketing: Positioning Uganda as a competitive and preferred tourist destination.
- Quality Assurance: Enhancing the quality of tourism services and facilities.
- Tourism Development: Fostering sustainable tourism practices and infrastructure development.
These objectives aim to increase tourism’s contribution to Uganda’s GDP and elevate its share in both African and global tourism markets.
Signature Campaign: Explore Uganda – The Pearl of Africa
Launched in January 2022, the “Explore Uganda – The Pearl of Africa” campaign rebranded Uganda’s tourism image, highlighting its rich natural and cultural heritage. This initiative seeks to attract both domestic and international tourists by showcasing Uganda’s unique attractions.
The campaign’s promotional video garnered international acclaim, winning two gold awards at the International Tourism Film Festival Africa, recognizing its cinematic portrayal of Uganda’s landscapes and culture.
Community Engagement: “Tell Your Story – Explore Uganda”
In 2025, UTB introduced the “Tell Your Story – Explore Uganda” initiative, encouraging Ugandans to share personal travel experiences. This storytelling approach aims to foster national pride and inspire others to explore the country’s diverse attractions.
Pearl of Africa Tourism Expo (POATE)
POATE is Uganda’s premier tourism and trade expo, bringing together industry stakeholders, global buyers, investors, and media to showcase the country’s rich tourism offerings. The 2025 edition, themed “Tourism and Sustainable Transformation,” underscores UTB’s commitment to sustainable tourism development.
Capacity Building and Training
Recognizing the importance of skilled professionals in the tourism sector, UTB launched a 12-week training program aimed at enhancing the skills of Professional Conference Organizers and Event Organizers. This initiative supports the growth of Uganda’s Meetings, Incentives, Conferences, and Exhibitions (MICE) sector.
Commitment to Sustainable Tourism
UTB’s strategic plan for 2020/21–2024/25 emphasizes enhancing Uganda’s competitiveness as a tourism destination while promoting sustainability. The plan aligns with Uganda’s Vision 2040, aiming to leverage tourism for socio-economic transformation.
Strategic Partnerships
To amplify its global reach, UTB has partnered with international media outlets, including CNN, to showcase Uganda’s tourism potential. Such collaborations aim to attract a broader audience and position Uganda prominently on the global tourism map.
Conclusion
The Uganda Tourism Board plays a pivotal role in shaping and promoting Uganda’s tourism landscape. Through strategic campaigns, capacity-building initiatives, and global partnerships, UTB continues to elevate Uganda’s profile as a must-visit destination, rich in culture, adventure, and natural beauty.
For more information, visit the official UTB website: utb.go.ug