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The Uganda Tourism Board (UTB) participated in a high-level capacity-building retreat organized by the Uganda High Commission in Malaysia, reaffirming Uganda’s commitment to advancing its Economic and Commercial Diplomacy (ECD) agenda across Asia.
The workshop brought together key government institutions in a strong demonstration of the “whole-of-government” approach to promoting Uganda abroad. Participants included the Uganda High Commission in Malaysia, the Ministry of Foreign Affairs, and the Ministry of Finance, Planning, and Economic Development, alongside UTB.
A Unified Government Effort
The retreat provided an integrated platform for enhancing skills in tourism promotion, public procurement, and economic diplomacy. Each institution played a strategic role:
Advancing Tourism Through Training and Destination Positioning
A key focus of the retreat was enhancing Uganda’s visibility within the high-growth Asian travel market. Through extensive destination training, participants were equipped with the knowledge and tools required to effectively promote the country.
The training emphasized:
Driving Economic and Commercial Diplomacy in Asia
The retreat deepened understanding of ECD’s role in accelerating tourism growth and investment from Southeast Asia. Discussions centered on:
Enhancing Procurement and Resource Management Capacity
A significant component of the retreat was focused on procurement and budgeting under the ECD framework. Facilitated by the Ministry of Finance and Ministry of Foreign Affairs, this segment strengthened mission staff capacity to manage public resources with transparency and efficiency—key to successful tourism promotion.
The training covered procurement requirements for activities such as:
A Cohesive Strategy for Tourism Growth in Asia
By aligning UTB’s marketing mandate with Uganda’s foreign policy goals, the retreat created a coordinated, well-trained team ready to enhance Uganda’s tourism footprint across Southeast Asia.
The successful capacity-building program marks a significant step in positioning Uganda as a premier African destination for Asian travellers and investors—strengthening both tourism promotion and the broader national economic agenda.
