Uganda’s Tourism Push Accelerates with Tech-Driven Collaboration Between UTB and UCC
The Uganda Tourism Board (UTB) has forged a strategic partnership with the Uganda Communications Commission (UCC) to propel the nation’s tourism sector into a new era of growth, innovation, and digital connectivity. This collaboration, unveiled during a high-level meeting in Kampala, is set to unlock fresh opportunities for Uganda’s diverse tourism portfolio, while ensuring that investment and development keep pace with the country’s bold economic ambitions.
At the heart of this move lies Uganda’s commitment to the National Development Plan IV, which sets forth an ambitious vision: achieving a tenfold expansion of the national economy and a staggering 25-fold increase in tourism earnings. According to UTB’s CEO, Juliana Kagwa, realizing this growth requires a broad coalition of partners spanning the private sector, banking, and—crucially—the telecom industry. “Our strategy as UTB is to be recognised as the go-to tourism agency for government,” Kagwa remarked. “We are looking at public-private partnerships as an essential lever for driving transformative change.”
In Uganda’s rapidly evolving tourism landscape, connectivity is no longer a luxury, but a necessity. As travel trends shift and digital expectations soar, the need for robust communication infrastructure has become central to both enhancing visitor experiences and promoting Uganda’s brand to the world. Kagwa highlighted that any partnership with telecom players must have the regulator’s endorsement: “UCC’s role is critical in facilitating and supporting these vital collaborations.”
The new alliance comes at a time when UTB is preparing to embark on a comprehensive drive for tourism product development. While Uganda’s famed national parks are world-renowned, UTB’s vision extends far beyond wildlife. “When we say ‘Explore Uganda,’ it’s not just about national parks. We want to shine a light on our culture, cuisine, and untapped natural wonders,” Kagwa explained. She emphasised the need to bring high-speed connectivity to even the most remote corners—from the summit of the Rwenzoris to the heart of Lake Victoria.
“Imagine a tourist climbing Mount Rwenzori, eager to share real-time photos with friends and family worldwide, only to find poor connectivity at the peak. Or envision floating resorts on Lake Victoria, offering unique experiences but requiring seamless communications infrastructure. This is where UCC’s support becomes indispensable,” Kagwa said, stressing that reliable connectivity is a foundational pillar for unlocking new tourism products and attracting investors.
The vision extends to digitising Uganda’s attractions, making it easier to market destinations online and connect with global audiences. With robust digital platforms, Uganda can become a dynamic marketplace for tourism—one where transparency, visibility, and real-time communication drive economic scale. “When almost everyone is digitized, people will enjoy economies of scale. Our visitors should be able to communicate with their families and friends in real-time as part of the promotion of our destination Uganda,” Kagwa added.
For Uganda, the implications of this digital pivot are profound. Enhanced connectivity means tourists can share their experiences instantly, amplifying the country’s appeal through organic social media reach. It also creates avenues for new revenue streams—from online bookings to digital tourism services—and encourages longer stays and repeat visits. Moreover, by strengthening digital infrastructure, Uganda positions itself as a preferred venue for international conferences, events, and business travel, all of which demand world-class connectivity.
UCC’s Executive Director, Nyombi Thembo, echoed the significance of this partnership, noting its potential not just for tourism, but for Uganda’s broader economic development. “This partnership will help attract tourists into the country and also brand Uganda as the best destination. As UCC, we are here to support UTB in their mission, and in turn, they help us fulfil our mandate to connect Uganda,” Thembo stated. He underscored that communication is now inseparable from tourism branding: “When you talk of branding Uganda, you can’t fail to put communication at the front seat. When international visitors arrive for conferences or leisure, their first question is always about connectivity.”
The drive for comprehensive coverage is already influencing regulatory frameworks. Under the latest telecom licensing regime, companies are mandated to cover at least 95% of Uganda’s geographical area, with a specific focus on delivering 4G network coverage. This regulatory push is designed to ensure that even the most remote national parks, cultural sites, and up-and-coming destinations are fully integrated into the digital tourism ecosystem.
Such efforts are crucial, especially as Uganda seeks to diversify its tourism offerings and compete with established global destinations. Reliable connectivity enables the development of smart tourism solutions, including digital guides, interactive experiences, and seamless online transactions. It also supports the growth of local businesses and SMEs, allowing them to reach wider markets and participate in the formal tourism value chain.
This partnership marks a pivotal moment for Uganda’s tourism industry—a sector now recognised as a prime engine for inclusive economic growth. By harnessing the combined strengths of UTB’s destination management and UCC’s regulatory oversight, Uganda is laying the groundwork for a more resilient, innovative, and competitive tourism sector. The benefits extend well beyond the industry, promising job creation, increased foreign exchange earnings, and greater national visibility on the world stage.
For Africa’s travel sector, Uganda’s approach offers a compelling blueprint. It demonstrates how collaboration between tourism boards and communication regulators can drive tangible progress, enabling countries to leapfrog traditional barriers and embrace technology-led transformation. As digital infrastructure becomes the backbone of modern tourism, those who invest in connectivity will be best positioned to capture the next wave of global travellers and business opportunities.
Looking ahead, the partnership between UTB and UCC is poised to accelerate not only the digitisation of Uganda’s tourism but also the evolution of visitor experiences, product innovation, and destination competitiveness. With stakeholders aligned and a clear strategy in place, Uganda is sending a strong signal to investors, operators, and the broader African travel community: the future of tourism is digital, connected, and anchored by robust partnerships across sectors.
