BY D KASULE: Uganda’s efforts build a sustainable tourism destination has been boost by Euro 15.5 million (about UGX 65 billion) boost from the European Union.
The funding is under the Sustainable Tourism Value Chain Initiative, of the EU, a program seeking to strengthen the country’s sustainable tourism cause across all levels.
While unveiling the program during the closing ceremony of the Pearl of Africa Tourism Expo (POATE) 2026,the EU Ambassador to Uganda, Jan Sadek, revealed that the program will run for four-years supporting tourism destination development across the country while helping Uganda compete more effectively on the global tourism market. “This program represents a new chapter in our cooperation. It is ambitious, comprehensive, and designed to respond to the needs of the sector,” Sadek said.
He explained that the initiative will focus on improving tourism sites, strengthening marketing in key European markets, supporting tourism businesses, enhance quality standards, and improve access to finance for small and medium-sized enterprises.
According to Sadek, the program will be implemented by Enable in partnership with UNESCO, UNCDF, and UNDP, working closely with the Ministry of Tourism, Wildlife and Antiquities (MTWA), the Uganda Tourism Board (UTB), the private sector, civil society, and local communities.
“It is not only about donors and beneficiaries. It is about partners working together, sharing responsibility, ambition, and results,” he said.
The ambassador noted that tourism remains one of the strongest pillars of cooperation between Uganda and the EU as the partnership celebrate 50 years, and described Uganda as a remarkable tourism destination with unique attractions ranging from mountain gorillas in, the source of the Nile, National Parks, among others.
However, he stressed that Uganda’s greatest tourism strength lies in its people, culture, creativity, and hospitality. “These are the elements that transform a visit into an experience, and an experience into a lasting connection,” Sadek said.
He underscored that tourism has the power to create jobs, especially for youth and women, while supporting biodiversity conservation, cultural heritage, and local businesses.
The initiative launch, coincided with the closure of POATE 2026. Speaking during the ceremony, Doreen Katusiime, the MTWA Permanent Secretary commended development partners including the European Union, UNDP, Enable, CBI, and the World Bank for supporting Uganda’s tourism growth journey.
Katusiime urged Uganda’s private sector to aggressively embrace sustainability and green tourism practices, warning that international tourism markets, especially in Europe, are increasingly demanding environmentally responsible operations.
“There are new and stringent regulations in the European market that mandate international trading strictly with enterprises that verifiably invest in sustainability,” she said.
She added that sustainability should not only be embraced to access international markets, but also to protect Uganda’s environment and tourism resources for future generations.
About POATE, Katusiime acknowledged UTB for elevating the expo into a major regional tourism platform. “Tonight we can confidently say that POATE has found its place as one of the most consequential tourism promotion platforms in the region,” Katusiime said.
She also applauded Uganda’s embassies and missions abroad for mobilizing hosted buyers and strengthening tourism marketing through economic and commercial diplomacy.
“I think it is going to be the game changer for tourism,” she noted. “This year’s expo attracted over 300 exhibitors and showcased emerging tourism products such as agro-tourism, sports tourism, digital innovations, local film promotion, and street food exhibitions.”
Meanwhile, Juliana Kagwa, the CEO of UTB, said POATE 2026 recorded unprecedented interest and participation from international and domestic tourism stakeholders. “We were oversubscribed. We’ve had almost 1,500 delegates in and out of here,” Kagwa said.
She noted that Uganda’s tourism sector has now fully recovered from the effects of the COVID-19 pandemic and surpassed previous visitor numbers. “As of 2025, we fully recovered our COVID numbers and surpassed them. Between last year and now, we’ve grown by 19.7 percent,” she said.
According to Kagwa, this growth is due to stronger collaboration between government institutions, development partners, tourism operators, and Uganda’s diplomatic missions abroad.
The expo attracted hosted buyers and tourism investors from countries including Portugal, Spain, Australia, Japan, China, Brazil, Argentina, Norway, Ethiopia, Kenya, Tanzania, Rwanda, and others.
Kagwa said the growing international interest shows that Uganda is increasingly gaining recognition as a competitive global tourism destination.
“What’s happening in Uganda? Something has changed. The only change is that we’ve come together. We’re collaborating and innovating together,” she said.
Officials also highlighted the upcoming 2027 Africa Cup of Nations (AFCON), which Uganda will co-host with Kenya and Tanzania, as a major opportunity to further grow tourism arrivals, investments, and international visibility.
As POATE 2026 concludes, the new EU-backed initiative raises optimism among sector stakeholders. This combined with growing regional cooperation, is expected to transform Uganda’s tourism sector.