By Alex Baite
In a concerted effort to strengthen internal collaboration, explore the region’s tourism potential, and position it as a competitive tourism destination, Uganda Tourism Board (UTB) management and the board of directors have pitched camp in Eastern Uganda.
Led by Pearl Kakooza, the chairperson of the Uganda Tourism Board, and Juliana Kagwa, the CEO of UTB, the retreat, which started on Monday, 28 July, saw them visit the iconic Sipi Falls, famed for adventure and ecotourism. They later held a stakeholder engagement at Elgon Hotel in Mbale, where they met with hoteliers, local tourism players, and tour operators.
The UTB team also paid a courtesy visit to the Bamasaba cultural institution, where they interacted with the Umukhukha (cultural leader).
Dr. Gessa Simplicious, the spokesperson for UTB, says that the strategic retreat is aimed at fostering alignment, reflection, and forward-looking planning to strengthen Uganda’s position as a competitive and preferred tourism destination.
He reveals that the retreat comes at a critical time as the tourism sector continues to recover and grow, offering UTB an opportunity to refine its strategies and deepen collaboration amongst key leadership.
“The sessions are designed to enhance organisational efficiency, review current programs, and lay the groundwork for upcoming initiatives that promote Uganda’s diverse tourism offerings,” he said.
Speaking at the retreat, UTB CEO Juliana Kagwa emphasised the importance of strategic coherence across the institution:
“This retreat is not only about internal planning; it is about reigniting our collective mission to position Uganda as a top-tier destination. “As we realign our priorities, we are equally committed to experiencing firsthand what we promote,” she said.
She also revealed that as part of the retreat activities, the board and management will embark on guided excursions to key tourism sites and hospitality establishments in and around Mbale. These visits are intended to provide a deeper appreciation of the region’s rich tourism potential—ranging from its breathtaking natural landscapes and cultural heritage to its growing infrastructure in hospitality and travel services.
We will hold a dedicated engagement with tourism players from the Elgon region to further deepen stakeholder collaboration. This interactive session will provide a platform for open dialogue on the region’s tourism landscape—highlighting opportunities, discussing challenges, and forging collaborative pathways for sustainable tourism development and marketing.
Former UTB Board Chairperson, Hon. Daudi Migereko reaffirmed the Board’s commitment to regional tourism advancement:
“We believe that tourism development must be inclusive. By engaging with regional stakeholders, we ensure that our national efforts are rooted in local realities and potential. “Mbale and the greater Elgon region have a vital role to play in Uganda’s tourism history.”
The Uganda Tourism Board remains dedicated to fostering inclusive growth, innovation, and excellence in destination marketing. The outcomes of this retreat will contribute significantly to the board’s strategic direction for the financial year ahead.
Before visiting Mbale, the UTB team made a courtesy visit to Uganda Hotel and Tourism Training Institute (UHTTI) in Jinja City.
The visit aimed at keeping abreast of the infrastructural developments and the quality of training offered and exploring areas of collaboration to enhance the service standards of Uganda’s tourism industry.
UTB Board Chairperson Kakooza commended the work done by the UHTTI principal, Richard Kawere. She emphasised the importance of continuous improvement in training programs to ensure that professionals in the tourism sector are well-equipped to meet the evolving demands of the industry.
She said that the partnership is expected to foster innovation and elevate Uganda’s standing as a premier tourist destination.