Uganda and the United Kingdom have agreed to deepen cooperation in tourism promotion and investment following high-level talks held in the eastern Ugandan town of Jinja, officials said Thursday.
The discussions brought together senior officials from the Uganda Tourism Board (UTB) and a visiting UK delegation led by Laurence Robertson, chief executive of the Westminster Africa Business Association (WABA).
Meeting near the Source of the Nile, one of Uganda’s flagship tourism attractions, the two sides explored opportunities to boost tourist arrivals from the UK, attract new investment into hospitality infrastructure and promote sustainable tourism initiatives.
UTB Chief Executive Juliana Kagwa said Uganda was keen to strengthen partnerships with established source markets such as Britain as the country consolidates its post-pandemic tourism recovery.
“We see the UK as a strategic partner in growing high-value tourism and expanding investment in our sector,” Kagwa said after the meeting. “Uganda offers unique experiences — from adventure tourism at the Nile to wildlife safaris and cultural heritage — and we are ready to work closely with British stakeholders to unlock that potential.”
Robertson described Uganda as an “exceptional destination” with strong prospects for UK tour operators and investors, particularly in eco-tourism and community-based travel.
“There is significant appetite among British travellers for authentic and sustainable experiences,” he said. “Uganda’s natural assets and warm hospitality position it strongly within that market.”
The talks focused on enhancing marketing collaboration, strengthening links between tour operators, and encouraging investment in lodges, transport services and tourism-related infrastructure. Officials also discussed skills development and knowledge exchange to support sector growth.
Uganda’s tourism sector has shown signs of steady recovery in recent years. According to official data cited during the meeting, the country recorded about 1.37 million international arrivals in 2024, representing a 7.7 percent increase from the previous year. Tourism earnings reached approximately $1.28 billion, contributing around 16 percent of total export revenues.
The UK remains one of Uganda’s key long-haul source markets, with British travellers drawn to attractions such as gorilla trekking in Bwindi Impenetrable National Park, game drives in Queen Elizabeth National Park and white-water rafting along the Nile in Jinja.
Ugandan officials said government support for the renewed engagement underscored the importance attached to tourism as a driver of economic growth, employment and foreign exchange earnings.
The UK delegation’s visit followed broader diplomatic engagements between the two countries aimed at strengthening trade and investment ties. Officials said tourism cooperation was seen as a practical avenue for deepening economic relations.
Robertson noted that improved air connectivity and targeted promotion could further stimulate visitor flows between the two countries. He said WABA would work to connect Ugandan tourism authorities with British investors and travel companies interested in exploring opportunities in East Africa.
Analysts say Uganda’s strategy to target premium and environmentally conscious travellers aligns with global tourism trends, where demand is shifting towards nature-based and sustainable travel experiences.
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Jinja, often marketed as the “adventure capital of East Africa,” has become a symbol of Uganda’s efforts to diversify its tourism offering beyond traditional wildlife safaris. Activities such as bungee jumping, kayaking and boat cruises at the Source of the Nile attract both regional and international visitors.
Officials expressed optimism that sustained collaboration with UK partners would help Uganda scale up its tourism profile in Europe, while ensuring that growth remains inclusive and environmentally responsible.
“We are committed to responsible tourism that benefits local communities and preserves our natural heritage,” Kagwa said. “Partnerships like this are critical to achieving that balance.”
Both sides agreed to continue engagements in the coming months, with follow-up discussions expected to outline specific areas of cooperation and investment.
Tourism is one of Uganda’s leading economic sectors, supporting thousands of jobs directly and indirectly. As global travel continues to rebound, officials say strategic partnerships will be key to sustaining momentum and positioning Uganda competitively within the international market.
