A lion in Queen Elizabeth National Park
The Uganda Tourism Association (UTA), the apex private sector tourism body representing tourism associations and stakeholders across Uganda, has officially launched its Strategic Work Plan 2026-2030 at Speke Resort Munyonyo.
As the unified voice of the private sector, UTA advocates for a competitive, sustainable, and inclusive tourism industry that contributes meaningfully to national economic development. The newly unveiled Strategic Work Plan outlines key priorities that will guide the Association and Uganda’s private sector tourism industry over the next five years.
The Strategic Work Plan reaffirms UTA’s commitment to strengthening its role as a professional, credible, and unified apex body that delivers tangible value to its members while advancing policy, partnerships, and sector wide competitiveness.
Key Priority Areas (2026-2030)
1) Institutional Strengthening
UTA will enhance governance structures, strengthen secretariat capacity, professionalize staffing, improve internal controls, and deepen collaboration with regional and global apex tourism bodies. Capacity building programmes will be implemented to empower member associations and tourism enterprises across the country.
2) Sustainable Financing
The Association will pursue diversified resource mobilization strategies, including government budget support, advocacy for a tourism development levy, value added member services, revenue generating industry events, donor partnerships, and long-term commercial investments to ensure financial sustainability.
3) Branding and Strategic Communication
UTA will position itself as a credible private sector voice through structured public––private dialogue platforms, policy position papers, strengthened stakeholder engagement, enhanced digital presence, improved sector data systems, and proactive media outreach.
4) Service Delivery and Competitiveness
The Strategic Work Plan introduces a tiered membership model and expanded business development support services, including MSME incubation, enterprise digitization, B2B networking platforms, exchange programmes, global market access partnerships, and advocacy for tailored tourism financing products.
5) Governance, Standards and Sustainability
UTA will promote professional ethics, service standards, and sustainable tourism practices through co–regulation frameworks, awareness campaigns, technical compliance support, accountability mechanisms, and recognition of excellence within the sector.
Implementation will be guided by a Results–Based Management framework, supported by annual work plans and performance contracts to ensure accountability and measurable impact.
