The Uganda Wildlife Authority (UWA) has outlined four key priorities aimed at helping the agency achieve its ambitious Shs290 billion revenue target for the 2026/2027 financial year.
The strategy focuses on product development, digital marketing, investment promotion, and specialization—key pillars the authority believes will enhance Uganda’s competitiveness as a leading tourism destination while improving visitor experiences across protected areas.
The announcement was made during the annual meeting of UWA tourism officers held at the Uganda Wildlife Conservation Education Centre (UWEC) in Entebbe, bringing together staff from across the country to review performance and plan for the coming financial year.
Speaking at the meeting, Acting Commissioner for Tourism and Business Development, Dorcus Rukundo, emphasized the need for innovation and performance-driven service delivery among tourism officers.
She said every staff member must actively contribute to product development by creating new tourism experiences that can attract more visitors and generate additional revenue for conservation.
“Every staff member should create at least one new product this year and learn from others, recognizing that everyone possesses unique talents and abilities,” Rukundo said.
Rukundo underscored the growing importance of digital platforms in promoting Uganda’s tourism potential, urging officers to fully embrace modern marketing tools, including artificial intelligence, to reach wider audiences.
She encouraged staff to actively build and manage digital platforms that highlight Uganda’s wildlife, landscapes, and cultural heritage to both local and international tourists.
According to her, effective digital engagement is now central to competing in the global tourism market.
Investment promotion was also highlighted as a critical pillar in the new strategy. Rukundo urged officers to identify viable investment opportunities around tourism sites and engage potential investors beyond traditional concession-based arrangements.
She noted that expanding investment models would unlock new tourism products, improve infrastructure, and increase revenue streams for conservation efforts.
The UWA official further called for specialization among tourism staff as a means of improving service delivery and enhancing visitor experiences.
She cited areas such as bird watching, botany, indigenous knowledge, and cultural tourism as key niches where officers can develop expertise and offer more personalized experiences.
Rukundo also noted that Uganda’s expanding network of protected areas presents both opportunities and challenges for management and tourism development.
She said some wildlife reserves are being upgraded to national park status, while government has entrusted UWA with additional protected areas, requiring stronger coordination and improved capacity among staff.
She stressed the importance of teamwork and collaboration in ensuring sustainable conservation and tourism growth.
The annual meeting provided a platform for tourism officers to review performance, share experiences, and align strategies aimed at boosting tourism revenue while strengthening wildlife conservation efforts across the country.