Uganda’s tourism sector is set for a significant lift after the European Union, through the International Trade Centre (ITC), announced a fresh investment package worth more than EUR 8 million.
aThe four-year programme, part of the EU’s Global Gateway initiative, is designed to address long-standing financing gaps, strengthen competitiveness, and accelerate growth in priority export sectors, placing tourism squarely at the centre of its next phase.
Implemented in collaboration with the Sustainable Business for Uganda (SBU) platform and the Ministry of Tourism, Wildlife, and Antiquities, the initiative aims to modernize the tourism value chain, enhance job creation, and reposition Uganda on the global stage as a destination for eco, cultural, and adventure tourism. The programme forms part of a broader effort to support Uganda’s alignment with the African Continental Free Trade Area (AfCFTA) and World Trade Organization (WTO) standards.
Denis Ojok, Senior Statistician at the Ministry of Tourism, Wildlife and Antiquities, underscored the programme’s relevance in strengthening Uganda’s export capacity. “Tourism is one of the priority value chains we intend to transform,” he said, adding that expanding the sector is key to boosting export diversification and securing Uganda’s foothold in regional and global markets.
Private Sector Applauds Critical Timing
In the private sector, the investment is being hailed as a timely intervention for an industry still navigating the aftershocks of limited funding and fragmented development.
Denis Ntege, General Secretary of the Association of Uganda Tour Operators, said the programme has the potential to unify sector planning. “This is the coherence we’ve needed. Our work as tour operators will finally be aligned with national strategies, which is essential for attracting sustainable investment,” he noted.
Tourism expert Dr. Celestine Katongole, head of the tourism department at Makerere University Business School, agreed, saying the sector has long suffered from disjointed initiatives. “Each actor has been working independently. This initiative consolidates funding priorities and brings all partners to the same table,” he said.
Tourism economist Prof. Frederick Thomas highlighted the strategic importance of the investment, especially for Uganda’s bid to expand its presence in the European market. “Uganda has a Uganda’s tourism sector is set for a significant boost following an announcement from the European Union, in collaboration with the International Trade Centre (ITC), of a new investment package surpassing EUR 8 million. This four-year programme is part of the EU’s Global Gateway initiative, aimed at addressing long-standing financing gaps, enhancing competitiveness, and accelerating growth in key export sectors, with tourism at the forefront.
The initiative is being executed in partnership with the Sustainable Business for Uganda (SBU) platform and the Ministry of Tourism, Wildlife, and Antiquities. Its primary goals include modernizing the tourism value chain, increasing job creation, and repositioning Uganda as a premier destination for eco, cultural, and adventure tourism on the global stage. Furthermore, this programme aligns with broader efforts to integrate Uganda into the African Continental Free Trade Area (AfCFTA) and comply with World Trade Organization (WTO) standards.
Denis Ojok, Senior Statistician at the Ministry of Tourism, emphasized the programme’s importance in bolstering Uganda’s export capacity. “Tourism is one of the priority value chains we intend to transform,” he stated, highlighting that expanding this sector is crucial for enhancing export diversification and solidifying Uganda’s presence in both regional and global markets.
The private sector has hailed this investment as a timely and essential intervention for an industry still recovering from limited funding and fragmented development. Denis Ntege, General Secretary of the Association of Uganda Tour Operators, expressed optimism about the programme’s potential to unify sector planning. “This is the coherence we’ve needed. Our work as tour operators will finally align with national strategies, which is key for attracting sustainable investment,” he remarked.
Tourism expert Dr. Celestine Katongole, head of the tourism department at Makerere University Business School, echoed this sentiment, noting that the sector has long grappled with disjointed initiatives. “Each actor has been working independently. This initiative consolidates funding priorities and brings all partners to the same table,” he said.
Furthermore, tourism economist Prof. Frederick Thomas underscored the strategic importance of the investment, particularly concerning Uganda’s aim to enhance its presence in the European market. “Uganda possesses a clear comparative advantage, particularly for high-spending eco and cultural tourists, and this investment strengthens the country’s ability to compete in top-tier global markets,” he noted.
Having completed its Phase 1 Inception stage in June 2025, the programme has now identified eco, cultural, and adventure tourism as three core value chains. The initial phase concentrated on stakeholder consultations, refining implementation strategies, establishing targets, and assembling technical teams to drive the programme forward. With Phase 2 set to commence, full implementation and monitoring will now begin, featuring capacity-building initiatives for micro, small, and medium enterprises (MSMEs) and Business Support Organisations (BSOs), as well as improvements in policy and regulatory frameworks.
For tour operators and tourism enterprises, the programme promises enhancements in service standards, strengthened digital capabilities, and improved access to investment opportunities. These upgrades are expected to elevate Uganda’s global profile and ensure compliance with rising international standards concerning sustainability, quality, and visitor safety.
The initiative’s ambitions are reflected in its focus on fostering stronger policy and institutional frameworks, enhancing the investment environment, improving trade facilitation, upgrading quality standards, and developing a modern e-commerce ecosystem. Each of these components aims to bolster alignment with AfCFTA developments, facilitate innovation and technology transfer, and promote cross-border e-commerce.
As part of Uganda’s national agenda for a digital, sustainable, and inclusive economy, the programme is anticipated to spur green job creation, strengthen community livelihoods, and deepen trade ties under the EU-EAC Economic Partnership Agreement. With tourism playing a pivotal role in the nation’s GDP and rural employment, this investment represents one of the most coordinated and comprehensive interventions in recent years, promising to act as a catalyst for long-term growth and sustainability in Uganda’s tourism sector.clear comparative advantage, especially for high-spending eco and cultural tourists. This investment strengthens the country’s ability to compete in top-tier global markets,” he said.
A Four-Year Roadmap for Sector Renewal
The programme completed its Phase 1 Inception stage in June 2025, confirming tourism, particularly eco, cultural, and adventure tourism, as one of three core value chains. The initial phase focused on stakeholder consultations, refining implementation plans, establishing targets, and recruiting the technical teams that will drive the programme.
Phase 2, now set to commence, will usher in full implementation and monitoring. It will feature capacity-building for MSMEs and Business Support Organisations (BSOs), improvements in policy and regulatory frameworks, and comprehensive performance tracking across the tourism ecosystem.
For tour operators and tourism enterprises, the programme promises upgraded service standards, strengthened digital capacity, and improved access to investment opportunities. These enhancements are expected to elevate Uganda’s global profile and support compliance with rising international standards on sustainability, quality, and visitor safety.
Key Deliverables for the Tourism Sector
The initiative’s ambitions are reflected in its five major output areas:
Stronger Policy and Institutional Frameworks – Supporting alignment with AfCFTA developments and strengthening key institutions, including MTIC, UIA, and tourism associations.
Improved Investment Environment – Facilitating innovation, technology transfer, and targeted investment promotion across the tourism value chain.
Enhanced Trade Facilitation – Implementing reforms that boost competitiveness and deepen Uganda’s integration into regional and global tourism markets.
Upgraded Quality Standards – Helping MSMEs meet EU and global benchmarks, with a focus on eco-friendly and community-based tourism models.
A Modern E-Commerce Ecosystem – Rolling out digital tools and training to support online bookings, cross-border e-commerce, and wider market access.
In line with Uganda’s national agenda for a digital, sustainable, and inclusive economy, the programme is expected to spur green job creation, strengthen community livelihoods, and deepen trade ties under the EU–EAC Economic Partnership Agreement.
For a sector that plays a pivotal role in the country’s GDP and rural employment, the investment marks one of the most coordinated and far-reaching interventions in recent years.
“With tourism contributing substantially to Uganda’s economy, this initiative will be a catalyst for long-term sustainable growth,” ITC officials affirmed.