London, September 15, 2024 — During the UK-Africa Business Summit, Uganda Tourism Board (UTB) CEO Lilly Ajarova outlined Uganda’s strategies for attracting UK investors to the tourism sector. Her insightful speech focused on raising global awareness, expanding tourism offerings, and promoting investment in key areas like luxury accommodation and cultural tourism.

Raising Global Awareness of Uganda

Ajarova’s primary strategy for attracting investment is to increase Uganda’s visibility as a tourism destination. Collaborating with international media and digital platforms such as Expedia and Booking.com, Uganda is positioning itself on the global tourism map. "If Uganda is not widely known, investment is less likely," she emphasized. The Uganda Investment Authority plays a key role by highlighting tourism investment opportunities, particularly in luxury accommodations, a segment where Uganda is currently underserved. Ajarova noted the need for international hotel brands like Radisson and Accor to expand into Uganda.

Promoting Investment Platforms

In addition to digital promotion, Ajarova discussed how UTB actively engages investors at international expos and conferences. She cited a successful meeting with a potential investor for a golf resort in Kasese, underscoring the importance of such platforms. Ugandan missions abroad, including the High Commission in London, also play a vital role in promoting these investment opportunities.

Aligning Tourism with UK Business Interests

Ajarova pointed to golf tourism as a growing market that aligns with UK business interests. With over 40 million golf players in Europe, Uganda is positioning itself to attract a portion of this market through sports tourism. "We see a growing demand for sports tourism, particularly golf," she said, highlighting the importance of collaborating with Uganda's High Commission in London for economic diplomacy.

Diversifying Tourism Offerings

While Uganda is widely known for its wildlife and nature-based tourism—home to 50% of the world’s remaining mountain gorilla population and 50% of Africa’s bird species—Ajarova stressed the importance of diversifying Uganda’s tourism offerings. UTB is expanding into cultural tourism, recognizing that Uganda’s people and heritage are major assets. "We are working with kingdoms like Bunyoro and Toro to create tourism events around royal coronations," she added.

Emphasising Cultural Experiences

Uganda’s cultural diversity, with over 50 tribes, offers rich, immersive experiences for tourists. Ajarova noted that modern tourists increasingly seek authentic, hands-on experiences, such as farm-to-table dining and participating in activities like coffee picking. The UTB is promoting cultural tourism through partnerships with local communities and focusing on Uganda’s unique gastronomy, giving visitors a taste of traditional delicacies.

Addressing Pricing Structure

To make tourism accessible, Uganda’s pricing structure is designed to be inclusive, with East African tourists—Ugandans, Tanzanians, and Rwandans—paying the same rates. International tourists and foreign residents pay different rates, ensuring fair pricing across different markets. Ajarova explained that this pricing model helps make Uganda’s tourism offerings accessible to a broader audience while supporting the local economy.

Conclusion: Focusing on Key Experiences

In conclusion, Ajarova highlighted Uganda’s new marketing strategy, which focuses on promoting specific, high-value experiences. "We want to avoid overwhelming tourists with too many options, so we are prioritizing key experiences, with culture being a central theme," she said. Confident in Uganda’s ability to provide authentic and unique experiences, she encouraged UK investors to explore the vast opportunities in Uganda’s growing tourism sector.

Her address received strong praise, as she outlined a clear path for Uganda to become a top global tourism destination.