Uganda’s tourism and hospitality sector has received a skills boost after 140 young people graduated from Uganda Breweries Limited’s (UBL) Learning for Life programme, an initiative designed to prepare youth for jobs and entrepreneurship across the tourism value chain.
The graduates were trained in hospitality operations, bartending, customer service, sales and entrepreneurship, skills critical to hotels, bars, restaurants and tourism businesses as Uganda seeks to strengthen service standards and competitiveness in the sector.
This year’s intake placed a strong emphasis on inclusion, targeting women and persons with disabilities (PWDs), who remain underrepresented in formal tourism employment.
Of the 140 beneficiaries, 54 were women, 70 were men, and 16 were persons living with disabilities.
Speaking at the graduation ceremony, Uganda Breweries Corporate Relations Director Sheila Sabune said the programme responds both to youth unemployment and the growing demand for skilled labour in service-driven industries such as tourism.
“Every year, about 400,000 young Ugandans come onto the job market to compete for approximately 9,000 available formal jobs. About 39% of the youths who are institutionally qualified in Uganda are unable to find jobs, and this situation is worse for semi-skilled and unskilled youths,” Sabune said.
According to the Uganda Bureau of Statistics 2024 Census, Uganda’s overall unemployment rate stands at 12.3%, while 42.6% of young people aged 15 to 24 are not in employment, education or training, many trapped in low-productivity jobs.
Sabune noted that Uganda Breweries is intentionally equipping young people with practical, internationally relevant skills that can support tourism growth.
“Our Diageo Bar Academy certificate is recognised in many countries. This means these skills aren’t only marketable here but in many other places,” she said.
Uganda Tourism Association President Yogi Biriggwa described the initiative as a strategic investment in Uganda’s tourism recovery and expansion, noting that service quality remains central to visitor experience.
“This training prepares you for real jobs and real customers. It supports youth employment and business creation across the tourism value chain. When you strengthen skills, you strengthen destinations. The best way to build a competitive tourism sector is by investing in people,” Biriggwa said.
Biriggwa added that as tourism evolves, the industry requires adaptable, innovative professionals committed to continuous learning to meet international service standards.
The Learning for Life programme forms part of Uganda Breweries’ 2030 sustainability action plan, which promotes inclusive growth by ensuring that at least 50% of beneficiaries in community programmes are women and that underrepresented groups are economically empowered.
Uganda Breweries Limited is Uganda’s leading premium adult beverage company and a subsidiary of East African Breweries Limited, with Diageo as the majority shareholder.