The Uganda Tourism Board (UTB) has engaged senior editors and producers from leading media houses in the country in a bid to strengthen the packaging, marketing and commercialization of Uganda’s tourism story.
The engagement, held at the Kampala Serena Hotel on Friday, brought together media practitioners for discussions on tourism priorities, quality standards, marketing direction and the regulatory environment shaping the sector.
The event featured a moderated panel discussion involving UTB’s Head of Marketing, Quality Assurance Manager and Head of Legal, followed by a presentation on the Board’s strategic priorities by its Head of Public Relations.
Media representatives also participated in an open discussion, where they shared feedback and raised questions directly with UTB leadership.
Speaking at the engagement, UTB Head of Public Relations Dr. Gessa Simplicious said the meeting was intended to deepen cooperation between the tourism body and the media.
“Today’s engagement is about building a stronger, more collaborative relationship with the media as we tell Uganda’s tourism story together. Our media partners are essential to how the world sees and experiences Uganda, and we wanted to create space for open, honest conversation as Uganda is open for business,” she said.
UTB Head of Marketing Francis Nyende said Uganda’s natural and cultural resources needed to be packaged strategically to reach international audiences.
“We are blessed with incredible natural and cultural wealth, but these gifts must be strategically packaged and commercialized so the world can experience them,” Nyende said.
He added that the Board was seeking to strengthen partnerships with the media and expand its content resources.
“As we reaffirm through our dialogue today, by strengthening our partnerships, expanding our content resources, and working hand-in-hand with both mainstream media and international networks, we are ensuring that Uganda’s unique story is not only told, but truly amplified across every market we want to reach,” he said.
The meeting also focused on quality standards within Uganda’s tourism sector.
Quality Assurance Manager Samora Semakula said UTB’s responsibilities extend across the tourism value chain, including licensed operators, transport and accommodation facilities.
“As we emphasize in our engagement today, our role in quality assurance goes far beyond basic oversight, as we manage the entire tourism value chain, from licensed operators and safe transport to world-class accommodations, ensuring every visitor enjoys guaranteed safety, comfort, and a seamless, high-quality experience across Uganda,” Semakula said.
UTB Head of Legal Ida Wadda highlighted the importance of understanding the Board’s regulatory mandate and working with the private sector to support tourism development.
“Fulfilling our core mandate goes beyond destination marketing; it requires structured collaboration with the private sector, strict adherence to quality standards, and a shared national commitment to ensuring Uganda’s tourism growth reaches every corner of the country,” Wadda said.
The engagement ended with a pledge-board signing, group photographs and lunch, with participants expressing a shared commitment to strengthening tourism storytelling and collaboration between the media and UTB.
The Uganda Tourism Board is a statutory organization established in 1994. Its mandate includes promoting and marketing Uganda domestically, regionally and internationally, promoting quality assurance in tourist facilities through training, grading and classification, promoting tourism investment, and supporting and liaising with the private sector in tourism development.
