How UWA Plans to Raise Shs290 Billion From Tourism

The Uganda Wildlife Authority (UWA) has outlined four key priorities aimed at helping the agency achieve its ambitious Shs290 billion revenue target for the 2026/2027 financial year.

The strategy focuses on product development, digital marketing, investment promotion, and specialization, which UWA believes will strengthen Uganda’s tourism sector and enhance visitor experiences across the country’s protected areas.

Speaking during the annual meeting of UWA tourism officers at the Uganda Wildlife Conservation Education Centre (UWEC) in Entebbe, Acting Commissioner for Tourism and Business Development Dorcus Rukundo said tourism staff must play a central role in driving growth and ensuring visitors receive value for money.

Rukundo challenged staff to become more innovative by developing new tourism products that can attract more visitors and increase revenue generation.

“Every staff member should create at least one new product this year and learn from others, recognizing that everyone possesses unique talents and abilities,” she said.

She also emphasized the growing importance of digital marketing, urging tourism officers to take advantage of emerging technologies, including artificial intelligence, to promote Uganda’s tourism attractions more effectively.

According to Rukundo, staff should actively establish and utilize social media platforms to showcase the country’s wildlife, natural attractions, and tourism experiences to both local and international audiences.

Investment promotion was identified as another critical area for growth. Rukundo encouraged officers to identify investment opportunities around tourism sites and engage potential investors beyond the traditional concession model currently used in some protected areas.

She noted that expanding investment options could unlock new tourism products and services while generating additional income for conservation efforts.

The acting commissioner also highlighted specialization as an important tool for improving the quality of visitor experiences. She cited bird watching, botany, indigenous knowledge, and cultural tourism as areas where staff can develop expertise and offer more personalized experiences to tourists.

As Uganda continues to expand its network of protected areas, Rukundo stressed the need for stronger collaboration among staff.

She noted that some wildlife reserves are being elevated to national park status and that the government has entrusted UWA with the management of additional protected areas, increasing the need for coordinated conservation and tourism efforts.

The annual meeting brought together tourism officers from across the country to review performance, share experiences, and discuss strategies for boosting tourism revenue while strengthening wildlife conservation.