Provia Kesande shows off one of her awards.
Provia Kesande is a trailblazer in tourism, conservation, and community development. With a PhD in Tourism Management from the Polytechnic University of Hong Kong, Kesande’s journey from a teenage mother in Kabale to a lecturer at Makerere University Business School (Mubs) is nothing short of inspiring.
Her work primarily focuses on integrating local communities into conservation efforts, particularly those living near Uganda’s national parks. Through her research, teaching, and advocacy, she is working to bridge the gap between environmental protection and economic empowerment for marginalised groups.
The journey
Kesande’s journey into tourism and conservation began in her formative years at Makerere University Business School (Mubs), where, despite feeling out of place at first, she eventually found her calling in hospitality and tourism.
“When I completed my A-Level, I joined Mubs,” she recalls. “At first, I didn’t fit in well because my career path wasn’t clear, but Mubs sponsored me for a Master’s in Hospitality and Tourism. That’s when I realised that tourism might be where I truly belong.”
After her time working in the hospitality industry, including roles in casinos and bars, Kesande felt unfulfilled. It was during her Master’s that she began to explore community-based tourism, an area that would not only satisfy her academic curiosity, but also ignite a deep commitment to social impact. Her thesis, focused on the involvement of marginalised communities near Bwindi Impenetrable Forest in tourism, which marked the beginning of a lifelong commitment to community-focused conservation.
Kesande’s time spent researching on Bwindi was eye-opening. She discovered that while tourism had the potential to bring financial benefits to local communities, many, especially the illiterate Batwa people were unaware of these opportunities. Displaced from the forest to designate the park, the Batwa were deeply sceptical of the benefits tourism promised, often voicing their frustration in stark ways.
“Some even expressed anger, saying they would harm the gorillas if they had access to poison,” she says. “This attitude largely exists due to a lack of awareness about the economic opportunities that tourism creates.”
What became clear to Kesande through her research was that these communities needed more than just financial revenue; they need education and awareness about how tourism and conservation efforts can directly benefit their livelihoods.
“The revenue from tourism is shared at 20 percent with the local district,” she explains. “But the community does not see immediate benefits. The money is spent on infrastructure projects like roads, which do not directly improve their lives. A community-managed fund, where locals are involved in how the money is spent, would be more effective.”
Facing adversity
Kesande’s career is not just a story of professional achievement; it is also one of personal triumph. As a woman in a male-dominated industry, her journey has been laden with challenges. When collecting data for her research, many were shocked to see a woman, especially a single mother, pursuing a PhD.
“I have had to prove myself repeatedly,” she reflects. “I used to face a lot of negativity, being labelled a failure because I had a child at a young age. But I did not let that stop me. I turned the negativity into motivation.”
Her determination and passion have fuelled her success, and today she is not only a respected academic but also a mentor to many young women and men in tourism and conservation. “I work to inspire others, particularly young girls, showing them that with determination and passion, you can overcome any obstacle,” she says.
Playing multiple roles
Kesande’s professional achievements are remarkable, but they are even more so given her role as a mother. Raising her daughter while pursuing her education and career presented its own challenges.
“Fortunately, my daughter is now an adult, so she’s very independent,” Kesande shares. “But when she was younger, I had to find a balance. I raised her while pursuing my education, and she has been incredibly understanding of my work.”
Her work with her hospitality students echoes this same nurturing spirit.
“I treat my students like my own children,” she says. “I mentor them, guide them through their careers, and share my experiences with them.” For Kesande, balancing these roles is about prioritisation and passion.
“If you are passionate about what you do, you will always find a way to make it work,” she believes.
The next step
Looking forward, Kesande’s vision for Uganda’s tourism and conservation sectors is rooted in inclusion. She envisions a future where local communities are fully integrated into conservation efforts—not just as passive beneficiaries but active stakeholders.
“Tourism is one of Uganda’s biggest economic drivers, but it cannot thrive without the involvement of the people who bear the brunt of conservation efforts,” she says. “Conservation must go beyond protecting animals and parks; it must support the people who live alongside them.”
To further this goal, Kesande is working on registering an NGO, empowering the marginalised populations around protected areas, which will provide a platform to advocate for these communities on both local and international stages.
“This NGO will be a key step in fulfilling my mission to empower marginalised communities,” she says. Her long-term goal is to become a professor and continue advocating for sustainable, community-driven tourism that prioritises people and wildlife.
Kesande is confident that her vision for community-based conservation will materialise, “I want to see more inclusive conservation efforts that benefit the communities living alongside Uganda’s national parks,” she says.
