Kampala, Uganda — Uganda Tourism Board (UTB) Chief Executive Officer Ms. Juliana Kagwa held a strategic meeting with the Board of the Uganda Tourism Association (UTA) to reinforce partnership and explore stronger lines of communication between the public and private sectors.
The high-level engagement underscored the importance of a unified approach in addressing key tourism sector priorities, with both UTB and UTA aligning on the need for stronger collaboration to enhance Uganda’s competitiveness as a destination.
Speaking during the meeting, CEO Juliana Kagwa reaffirmed UTB’s commitment to structured and transparent engagement with UTA, recognizing it as a key private sector stakeholder representing diverse subsectors, including tour operators, hoteliers, travel agents, and tour guides.
On her part, UTA President Yogi Biriggwa emphasized the value of regular dialogue, transparency, and joint programming, noting that such collaboration helps avoid duplication of efforts and maximizes the impact of available resources.
Key Areas of Discussion:
- Joint destination marketing campaigns
- Skills development and quality assurance across the tourism value chain
- Data and information sharing
- Engagement in upcoming events and expos
- Policy and advocacy coordination
The meeting concluded with a mutual commitment to maintain open channels of communication and establish joint working frameworks. These will formalize areas of collaboration aimed at driving sustainable sector growth and positioning Uganda more competitively on the global tourism map.
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