Uganda Tourism Board (UTB) has moved to sharpen how Uganda’s tourism story is packaged and sold to the world, engaging senior editors and producers from the country’s leading media houses in a high-level dialogue.
The Media Engagement breakfast held at the Kampala Serena Hotel on Thursday, 18th September 2026, brought together top decision makers from mainstream media for an open conversation on tourism priorities, quality standards, marketing direction and regulation.
The engagement featured a moderated panel with UTB’s Head of Marketing Francis Nyende, Quality Assurance Manager Samora Semakula and Head of Legal Ida Wadda, followed by a strategic presentation by Head of Public Relations Dr Gessa Simplicious.
Speaking at the event, Dr. Simplicious said the Board is deliberately building a stronger alliance with the media.
“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,” he said.
On marketing, Francis Nyende emphasised that Uganda’s beauty alone is not enough; it must be commercialised.
“We are blessed with incredible natural and cultural wealth, but these gifts must be strategically packaged and commercialised so the world can experience them. 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,” Nyende said.
Quality Assurance Manager Samora Semakula assured the editors that UTB is tightening standards across the entire 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,” Semakula noted.
Head of Legal Ida Wadda clarified UTB’s mandate beyond marketing, calling for shared national responsibility in growing tourism.
“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,” she said.
The breakfast ended with editors signing a pledge board committing to stronger tourism storytelling, followed by a group photo and lunch.
The engagement comes as Uganda pushes to reposition itself competitively on the global tourism map, leveraging media partnerships to drive visibility, investor confidence and visitor numbers.
About Uganda Tourism Board
Uganda Tourism Board (UTB) is a statutory organisation established in 1994. UTB is mandated to promote and market Uganda domestically, regionally, and internationally; promote quality assurance in tourist facilities through training, grading, and classification; promote tourism investment; and support the private sector in tourism development and act as its liaison.
