Uganda Tourism Board (UTB) announces 10-year tourism plan beyond safaris

UGANDA – The Uganda Tourism Board (UTB) has unveiled a ten-year tourism plan that integrates local cultural experiences and gastronomy into the safari-dominated tourism offerings aimed at diversifying the country’s tourism experiences.

The plan, led by key tourism stakeholders in Uganda underscores the country’s dedication to enhancing its natural attractions alongside its rich cultural and culinary heritage.

Lilly Ajarova, the CEO of the Uganda Tourism Board (UTB), has emphasized the introduction of a bold ten-year tourism policy that integrates gastronomy and local cultural experiences.

This shift, informed by insights from the UN Tourism Regional Forum on Gastronomy in Zimbabwe, highlights the increasing importance of food tourism.

As part of this strategy, Uganda aims to promote its vibrant local food scene, providing tourists the opportunity to experience the country’s diverse culinary offerings.

Additionally, Uganda’s tourism strategy will embrace agrotourism, encouraging visitors to partake in farm-to-table experiences.

This plan is expected to transform traditional safaris by inviting tourists to explore local farms and cultural villages, where they can engage in traditional cooking activities. Such immersive experiences will not only provide insights into Uganda’s rural life but also emphasize the significance of sustainability.

On the business travel front, Uganda is making advancements in its Meetings, Incentives, Conferences, and Exhibitions (MICE) sector. Global hotel chains, including Hilton and Marriott, are investing in new infrastructure to accommodate the increasing demand from business travelers.

Ajarova stated, “Our focus is on creating structures and platforms to promote Uganda as a premier destination for business and leisure travel. We want to cater to the diverse needs of our tourists, whether they are business travelers or adventurous explorers.”

Moreover, there is a rising appreciation among Ugandans for their own natural and cultural heritage. Domestic tourism has reached levels comparable to international visits, further bolstered by initiatives like free park entry days.

As Uganda’s tourism landscape evolves, these new policies reflect a commitment to becoming a prime destination not just for nature tourism but also for rich cultural and gastronomic experiences.

With efforts such as free park entry, investments in MICE infrastructure, and a focus on food and agrotourism, Uganda is positioning itself as a compelling destination for travelers seeking diverse and immersive experiences. By integrating various elements of tourism—ranging from wildlife to culinary arts—Uganda invites tourists to discover and share in its extraordinary narrative.

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