BY D KASULE: The tourism industry is set for renewed momentum after securing UGX 28.5 billion (USD 8 million) in financing from the International Trade Centre (ITC). The funding will support key activities under the National Development Plan IV (NDP IV), including product development, destination marketing, regulatory reforms, and capacity building, areas that government officials say have suffered chronic underfunding for years.
Tourism remains one of Uganda’s strongest economic pillars, employing thousands and generating substantial revenue. Yet many interventions outlined in national tourism policies and development plans have stalled due to limited resources. The new ITC investment is therefore seen as a timely catalyst for unlocking sector growth.
Speaking at a joint public–private engagement in Kampala, Ojok Dennis Rodney, Senior Statistician at the Ministry of Tourism, Wildlife and Antiquities, said the funds will close long-standing financial gaps that have slowed implementation of critical tourism program.
“For years, many of the interventions in our tourism master plan and policy have struggled because of insufficient funding,” he said. “ITC is bringing USD 8 million to support private sector-led tourism activities and to help the ministry market Uganda, review the tourism policy, and develop tourism products.”
He noted that the funding will stimulate private sector innovation by giving businesses the support they need to expand, create new experiences, and attract more visitors. The funds form part of a broader effort to strengthen cooperation between government, private sector players, and development partners under the NDP IV working group model. The model promotes joint planning, transparency, and efficient allocation of resources.
Prof. Frédéric Thomas from the University of Paris 1 Panthéon-Sorbonne, who works with the ITC, said tourism actors must align behind a unified strategy if Uganda is to strengthen its global competitiveness.
“Previously, tourism actors worked in silos. Now we want everyone government, private sector, and development partners, to operate within the same framework so resources are used effectively,” he said.
He added that while Uganda has made strides in infrastructure and accessibility, it still lags behind regional competitors in product development, skills, and overall competitiveness. The new funding aims to close these gaps. During the engagement, tourism stakeholders reviewed spending priorities for the 2026/27 financial year, with emphasis on growing visitor numbers, strengthening destination marketing, improving accommodation standards, and enhancing skills across the value chain.
UTB’s Quality Assurance Manager, Samora Michelle Samakula, said training and accreditation are among the biggest opportunities. Uganda still has fewer accredited hotels compared to its neighbors.
“With ITC support, we can train at least 40 new hotel assessors next financial year. This will help classify more hotels and improve standards across the board,” he said.
Samakula noted that capacity building for immigration officers, tour operators, guides, restaurants, and accommodation facilities is essential if Uganda is to achieve its long-term Vision 2040 goal of tenfold tourism growth. Tour operators under the Uganda Tourism Association (UTA) welcomed the funding, saying Uganda has strong tourism development plans but has lacked the financing to fully implement them.
UTA secretary Dennis Ntege said neighbouring countries like Rwanda have gained a competitive edge because they invest consistently in tourism promotion. “All we need is resources,” he said. “If government channels more money into marketing, conservation, and public–private partnerships, Uganda can penetrate global markets more effectively.”
A New Phase for Uganda’s Tourism
Academics also praised the investment. Dr. Celestine Kitongole from Makerere University Business School said proper coordination among actors will ensure the funds create jobs, improve standards, and increase revenue. The USD 8 million boost from ITC signals renewed confidence in Uganda’s tourism potential and marks a significant step toward unlocking sustainable sector growth.