The Uganda Tourism Board (UTB) has engaged senior editors and producers from leading media houses to discuss ways of strengthening Uganda’s tourism story and promoting the sector locally and internationally.
The engagement, held at Kampala Serena Hotel, brought together media leaders for a breakfast meeting focused on Uganda’s tourism priorities, quality standards, marketing direction and the regulatory environment shaping the sector.
The meeting featured a moderated panel discussion involving UTB’s Head of Marketing, Quality Assurance Manager and Head of Legal, followed by a presentation by the Head of Public Relations on the Board’s strategic priorities.
Speaking at the event, UTB Head of Public Relations Dr Gessa Simplicious said the engagement was aimed at building a stronger relationship between the Board and the media.
“Today’s engagement is about building a stronger, more collaborative relationship with the media as we tell Uganda’s tourism story together. Our media partners are essential to how the world sees and experiences Uganda, and we wanted to create space for open, honest conversation as Uganda is open for business,” Dr Gessa said.
UTB Head of Marketing Francis Nyende said Uganda’s natural and cultural attractions need to be strategically packaged and commercialised to attract more visitors.
“We are blessed with incredible natural and cultural wealth, but these gifts must be strategically packaged and commercialized so the world can experience them,” Nyende said.
He added that strengthening partnerships, expanding content resources and working with mainstream media and international networks would help amplify Uganda’s tourism story across different markets.
On quality standards, UTB Quality Assurance Manager Samora Semakula said the Board’s role goes beyond basic oversight to ensuring quality across the entire tourism value chain.
He said this includes licensed operators, safe transport and quality accommodation to ensure visitors enjoy safety, comfort and a seamless experience across Uganda.
UTB Head of Legal Ida Wadda emphasised the importance of understanding the Board’s mandate and the regulatory framework governing the tourism sector.
She said fulfilling UTB’s mandate requires collaboration with the private sector, adherence to quality standards and a shared national commitment to ensuring tourism growth reaches all parts of Uganda.
