UTB can tap into expeditions to promote local tourism

Uganda’s Rwenzori Mountains will be in the spotlight this week as a group of mountaineers seek to scale the ranges under the Seven Summits Mountain Challenge. Already listed as the third highest mountain in the world, this gem of nature continues to be a viable tourism product.

According to Mr Steven Asiimwe, the Uganda Tourism board (UTB) executive director, the expedition will take one week and also include tours of Bwindi Impenetrable National Park. It is commendable that UTB has seized the opportunity to promote the Rwenzoris by partnering with the mountaineers, who will no doubt share their experiences with the world. The tourism sector is currently among the top three key sectors driving Uganda’s economy and contributes nine per cent to its GDP.

Any chance to front the rich heritage that Uganda has must, therefore, be taken. However, such opportunities need to be supported by aggressive marketing as early as possible. While it is important to target international tourists, it is also critical to reach out to domestic tourists as these come in handy during off-peak seasons and they can also be ambassadors for the country.
Such expeditions would be more beneficial if Ugandans participated in them. There are mountaineering groups in existence in Uganda.

The sector’s effort to promote domestic tourism through initiatives like BUBU and Tulambule must not fade out. With the festive season fast approaching, this is the perfect opportunity for the sector to capture the domestic market and also sustain it.

According to Ms Jean Byamugisha, the Uganda Hotel Owners Association executive director, in her report Uganda’s Economic Outlook: Tapping Domestic Tourism, the perception that international tourism is more important than domestic tourism is one of the setbacks in promoting local tourism.

Locals, like internationals, need to be encouraged and recognised by sector players such as UTB when they take on ventures such as mountain climbing. When more Ugandans see themselves as tourists in their country, the perception that a holiday is a foreign concept will be done away with.
The eager youthful population in an age of social media are a viable investment for the sector. Players should best make the destinations affordable for locals and also intensify on marketing as information is key to creating awareness and deal with negative attitudes around travelling as a local to Uganda’s rich tourism sites. The growth of domestic tourism can only make the sector flourish more.