Uganda Tourism Board today hosted a Media Engagement breakfast at the Kampala Serena Hotel, bringing together editors and producers from across the country’s leading media houses for a morning of dialogue on tourism priorities, quality standards, marketing direction and the regulatory environment shaping the sector.
The engagement featured a moderated panel discussion with UTB’s Head of Marketing, QA Manager and Head of Legal, followed by a presentation from the Head of Public Relations on the Board’s strategic priorities and an open discussion session where media representatives shared feedback and raised questions directly with UTB leadership.
Speaking at the event, the Head of Public Relations, Dr. Gessa Simplicious, said the engagement was intended to strengthen collaboration between UTB and the media in telling Uganda’s tourism story.
“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.”
Francis Nyende, the Head of Marketing at UTB, spoke to the Board’s marketing direction, emphasizing the need to strategically package Uganda’s natural and cultural attractions for both local and 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.”
He added that stronger partnerships with the media and international networks would help amplify Uganda’s tourism story across target markets.
“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.”
On quality standards across the sector, Quality Assurance Manager Samora Semakula noted that UTB’s role extends beyond basic oversight to cover the wider tourism value chain.
“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.”
On the regulatory front, Ida Wadda, the Head of Legal at UTB, emphasized the need for media practitioners to understand and differentiate UTB’s mandate. She noted that fulfilling the Board’s mandate requires cooperation across the tourism sector.
“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.”
The event closed with a pledge board signing, group photo moments and lunch, symbolizing participants’ shared commitment to strengthening tourism storytelling and media collaboration going forward.
