“Diplomacy is no longer dining and wining” – Uganda’s Ambassador to Malaysia H.E Dr. Betty Oyella Bigombe, sounded this during a business engagement with delegates from the Association of Southeast Asian Nations (ASEAN), who are on a 10 days’ visit to Uganda.
The engagement at Sheraton Hotel Kampala, followed days this delegation that comprises of Journalists and Tour Operators spent in Uganda’s wildness to have a feel of the Pearl of Africa’s rich wildlife, to which country’s tourism potential lean on.
Amb. Bigombe explained that, tourism is a fast growing sector in the country with steadily growing tourist numbers estimated to have reached 1.5 million per year, contributing 7.7% to GDP, and that the sector can be used to attract investors and creating partnerships.
“We do have opportunities and Uganda is an investment destination – To attract tourists, investors, and manufacturers”, she added.
Amb. Betty Bigombe speaks to the ASEAN delegates at Sheraton Hotel – Kampala
She is optimistic that once investors are attracted and partnerships continue to established in different investment sectors, it will open more socio-economic opportunities, that will be help in trying to solve the unemployment levels especially amongst the youth.
Uganda’s High Commission plans to maintain momentum by running a media promotional campaign in Malaysia and hosting a series of business conventions in 2025. The events, expected to be held in Kuala Lumpur, Hanoi, and Bangkok, will bring together private sector leaders from Uganda and ASEAN to explore partnerships in trade, technology, tourism, and agro-processing among others.
Tourisim Investment opportunities
Ranked among the top 16 holiday destinations in the world, with about 50% of the world’s known population of endangered mountain gorillas, Uganda’s game viewing is the most popular tourist activity in the country’s national parks.
Uganda’s game drive activity takes you in the rare tree-climbing lions of Ishasha, white rhinoceros, and elephant plus a variety of the world’s bird species totaling to approximately 1,060 bird species – These tourists attractions will therefore call for more investment in; high quality accommodation facilities, operating tour and travel circuits (bicycle tours, air balloon travel, marine activities on Lake Victoria and river rafting on the Nile River, development of specialized eco and community tourism facilities and faith-based tourism such as pilgrimages to the Namugongo-Uganda martyrs, Mahatma Gandhi statue, and Bishop Hannington landing site on the Nile.
MICE
Uganda Tourism Board, through Uganda Convention Bureau (UCB) are doing all it takes to make Uganda become a prominent player in the MICE (Meetings, Incentives, Conferences and Exhibitions) industry, with a prioritized focus on investment in business tourism.
This strategic approach holds great promise for the nation as it diversifies its revenue streams abroad, thereby enhancing its Gross Domestic Product (GDP). Hosting global events provides local residents with opportunities to capitalize on, hence improving their standards of living.
According to International Congress and Convention Association (ICCA), the East African MICE market share currently constitutes 25% of Africa’s overall share, which, in turn is 3% globally. Within this context, Uganda specifically represents 5% of the 3% African global share.
With the operationalization of a national MICE strategy (2025-2030) aiming to attract over $250 million into the economy, coupled with the formation of the Uganda Association of Conference and Incentive Industry (UACCI) to uphold international standards, Uganda looks at a promising growth in this sector.
Diana KIbuuka 
