Tenfold Tourism Growth: Unconventional Business Strategy for Uganda

  Key Information: The private sector needs to be structured around the Uganda Tourism Association... Thanks for reading Natio...

 

Key Information:

The private sector needs to be structured around the Uganda Tourism Association...

Thanks for reading Nation.Africa

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Uganda's government has outlined an ambitious development plan for the upcoming 15 years, known as the 10-fold growth strategy.

The plan aims to boost Uganda's economy from $50 billion to $500 billion by 2040. This expansion will be fueled by agro-industrial growth; tourism enhancement; mineral-related development, such as oil and gas; and advancements in science, technology, ICT, and innovation, including the creative sector (knowledge-based economy).

My passion lies in tourism. Uganda has significant tourism potential, yet much of it remains untapped. Despite its small size, Uganda is home to 43.9 percent of the world's mountain gorillas, 7.8 percent of the world's mammal species, including the distinctive tree-climbing lions and white rhinos, 11 percent of the world's bird species (1,063 species), Africa's primate hub (Kibale Forest), and a wide range of butterflies and insects.

The stunning mountain ranges, such as the snow-covered Rwenzori Mountains, along with many freshwater lakes and rivers, including the world's second-largest lake, Lake Victoria, and the source of the world's longest river, the River Nile. The nation is rich in cultural heritage, enjoys a pleasant climate, offers delicious fresh food, and is home to the most welcoming people on Earth.

Uganda is lush and its landscape makes it a remarkable place to visit.

Despite having a rich resource base, tourism has continually failed to get the necessary backing. This industry holds the potential to influence all areas of the economy, thus driving progress across all sectors. I am pleased that finally, Uganda's tourism sector will receive robust support from the government. Increasing annual revenue from the current $2 billion to $50 billion within 15 years will demand a fundamental shift in how things are handled. The government needs to take action by tackling key challenges that have hindered tourism growth for many years.

The topics that have repeatedly been examined and recorded include tourism infrastructure, preservation of assets, product development, marketing, training, standards, technology implementation, research, and access to financial resources for tourism businesses. To achieve the $50 billion goal, both government and private sector entities need to understand the importance of collaborating to set common priorities, and both must be willing to follow through on their commitments. The government should establish a supportive environment for the private sector to succeed, and these entities should be provided with the necessary space and assistance to boost tourism figures.

Thorough preparation is essential to prevent overcrowding and concentrate on quality. Uganda possesses sufficient resources to access different specialized markets, attracting appropriate investment and visitor types. Uncontrolled expansion will lead to disorder and jeopardize the tourism industry's long-term viability. It is now time for universities to channel their studies toward developing solutions that enhance tourism growth. Doctoral and Master's research initiatives must be in line with national objectives. Our studies should guide policy and decision-making across different levels.

In my opinion, the private sector should be structured under the Uganda Tourism Association (UTA), which serves as the main organization for the private sector. The government needs to consider UTA as a collaborator in advancing tourism and must include it in the planning, implementation, and assessment of key programs. This implies that the government should foster real participation and cooperation, and offer specific funding for the major activities of UTA.

All tourism development partners are required to coordinate their efforts with the sector's key priorities and must show in practical terms how they add value. In simple terms, for Uganda to get anywhere near the $50 billion target, it can no longer operate in the same way. Everything needs to change, and it must happen right away! The countdown to 2040 has already begun!

Written by Celestine Katongole, PhD - Head, Department of TourismAdministration, Makerere University Business School

   

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