Tour operators and journalists from the ASEAN region who stepped into the country on 25th November 2024 have successfully concluded their 10-day tour of Uganda’s tourist attractions.
With the initiative organized by the Uganda High Commission in Kuala Lumpur in collaboration with the Uganda Tourism Board, tour operators, and journalists from countries, including Malaysia, Vietnam, Singapore, Thailand, and Indonesia, among others, experienced Uganda’s unique tourism.
The initiative’s objective was to promote Uganda as a top-tier destination for investment and tourism by people from ASEAN countries.
While at the business engagement sessions with Uganda’s tourism industry stakeholders on Thursday, 5th December at Sheraton Hotel, the High Commissioner of Uganda to Malaysia, Betty Oyella Bigombe explained the far-reaching impact of this engagement, saying “The visit was a starting point for strategic collaborations that will drive economic growth for both Uganda and ASEAN countries.”
In addition, Bigombe noted that this event offers a unique opportunity for key players within the tourism sector and beyond to identify areas for strategic partnerships.
“Uganda has an attractive investment climate, which includes tax incentives, an enabling policy framework, and opportunities in key sectors such as infrastructure development, mineral value addition, agro-processing, and oil and gas,” she said.
The UTB’s representative, Dorcus Namajja noted that the visit was timely and instrumental in positioning Uganda as a top choice for global tourists.
“This visit is intended to cultivate a long-term relationship between Uganda and ASEAN. It comes at a time when the Ugandan government has made a deliberate effort to capitalize on its foreign missions to promote Uganda as a first-choice tourism destination,” she said.
Uganda’s High Commission plans are to maintain momentum by running a media promotional campaign in Malaysia and hosting a series of business conventions in 2025.
These events, to be held in Kuala Lumpur, Hanoi, and Bangkok, will bring together private sector leaders from Uganda and ASEAN to explore partnerships in trade, tourism, and agro-processing among others.
After the business engagement sessions, the delegates were later hosted a dinner, which was graced by various dignitaries, including the Minister of State for Tourism, Martin Mugarra Bahinduka, Permanent Secretary for Ministry of Foreign Affairs, Vincent Bagiire Vincent, and UTB CEO Lilly Ajarova, among others.
In her speech at the diner, Ambassador Bigombe highlighted that the initiative is at its core intended to change the Asian mindset not just about Uganda but about Africa as well as emphasizing Asia’s immense potential as a key source market for tourists to Uganda, with an example of the growing economies like that of Indonesia which is the 5th largest in the world.
Hon. Martin Mugarra lauded the efforts made by the Ministry of Foreign Affairs and missions abroad towards the success and development of the tourism sector.
In addition, the tourism State Minister appreciated the Uganda Mission in Malaysia for its assistance in sponsoring many of the activities in the country mainly in Kampala and during the family trip.
“Even though the Uganda Tourism Board (UTB) organized the logistics, the Kuala Lumpur mission was sensitive to their financial constraints and remitted funds to ensure UTB executed flawlessly,” he said.
The Minister, therefore, pledged to support the call by the Ministry of Foreign Affairs for more resources, given what the Ministry has shown it can do with very little, saying, “We shall support you in your requests for more finances in the cabinet, in the Ministry of Finance, and in Parliament.
According to the ministry’s permanent secretary Doreen
Katusiime, the tourism sector remains a cornerstone of Uganda’s economy.
Current data indicates that in 2023, the tourism sector contributed 5.5% of Uganda’s GDP and directly supported 610,806 jobs, representing 5.7% of the country’s total employment.
The delegation’s stay in Uganda will come to an end on December 7th, when they will depart the country as they are expected to share their experiences and tell the world about the beauty, diversity, and hospitality of Uganda to boost the country’s tourism industry, showcasing its rich cultural heritage and natural beauty to the world.