transforming uganda's tourism industry

Transforming Uganda's tourism industry to

compete on the world stage Prof. Waswa Balunywa (PhD)

By Prof. Waswa Balunywa, PhD. 1

• What is tourism, types, factors and importance

• Uganda as a tourist destination• Uganda’s main competitors• The required transformation• Prospects• Challenges• Conclusion and recommendations


Is part of the hospitality industry An opportunity for people to travel, see

learn and be entertained.


Tourism is an important alternative for export

Creates jobs and incomes Hospitality sector constitutes 25% of global

GDP Second after ICT in growth prospects


Holiday tourists Business travelers. Traveler’s meetings,

family visits travelers Health or religious travelers


The attraction (the product) Infrastructure

◦ Air transport◦ Hotel◦ Roads

Security Weather condition


Domestic within the country International involves foreigners


What does Uganda have to offer?◦ Mountain gorillas◦ Water sports◦ Mountaineering◦ Bird watching◦ Fishing◦ Nature walks◦ Education◦ Culture


Kenya Tanzania Congo South Africa Botswana Mauritious Egypt Rwanda


Currently contributes 9% of GDP A good product for sale An alternative for production of goods Creates jobs Multiplier effect


People Weather Security The product Location


Poor work ethics Low productivity Low skills Poor infrastructure Value for money Location Lack of effective plan


Evolve a good strategy Have some thing unique to sell (the product) Differentiate products from neighbouring

countries Take advantage of Uganda’s location Boost internal tourism Ensure security Build necessary skill set Market the product


Uganda is currently uncompetitive due to :Poor infrastructurePoor work ethicAnd lack of a strategy


Uganda should evolve a competitive strategy, that allows the internal tourism◦ Attracts international; tourists◦ Differentiates the product.
