The Uganda Tourism Association (UTA) has unveiled its five-year Strategic Work Plan for 2026–2030 during a high-profile event at Speke Resort Munyonyo, underscoring the venue’s growing role as a hub for major national and regional tourism engagements.
The launch brought together industry leaders, policymakers and private sector players to map out a roadmap aimed at strengthening Uganda’s tourism value chain and improving the sector’s contribution to economic growth.
UTA, which represents the private tourism industry across the country, said the new plan is designed to build a stronger, more professional apex body that can effectively advocate for its members while driving competitiveness, sustainability and investment.
Clear priorities for the next five years
The strategy focuses on strengthening the Association’s internal systems, expanding services to members and improving coordination with government and international tourism bodies. It also outlines plans to secure more stable funding through diversified revenue streams, including partnerships, industry events and new member services.
UTA will also prioritise branding and communication to position itself as the leading private sector voice in tourism. This includes structured public-private dialogue, better sector data, stronger media engagement and an enhanced digital presence.
To support businesses, particularly small and medium tourism enterprises, the Association plans to introduce incubation programmes, promote digital transformation, create business-to-business networking platforms and advocate for tailored financing options.
The strategy further emphasises professional standards and sustainable tourism practices through awareness campaigns, compliance support and recognition of excellence within the industry.
Implementation will follow a results-based framework with annual work plans and performance tracking to ensure measurable impact.
Speke Resort Munyonyo in the spotlight
The choice of Speke Resort Munyonyo as the launch venue highlighted its status as one of the region’s leading conference and hospitality destinations. Known for hosting high-level summits and international events, the lakeside resort offers some of the largest meeting facilities in East and Central Africa.
With 477 rooms in multiple categories, the resort caters to both leisure and business travellers. It also features five restaurants, two bars, 19 conference halls and several outdoor event spaces, making it a preferred location for conferences, weddings and large corporate functions.
Industry players at the launch said holding the event at the Munyonyo facility reflects the private sector’s capacity to host world-class tourism engagements locally while showcasing Uganda’s hospitality standards.
The new strategic plan is expected to guide private sector collaboration and policy advocacy as Uganda positions itself for increased tourism arrivals and investment over the next five years.
