UTB, Buganda Kingdom explore strategic partnership to promote tourism
Mr Najib Nsubuga (in kanzu), CEO of the Buganda Heritage and Tourism Board, interacts with Uganda Tourism Board (UTB) Chief Executive Officer, Ms. Juliana Kagwa, at the Kasubi Royal Tombs on July 4, 2025. PHOTO / SYLIVIA KATUSHABE
What you need to know:
Speaking during her first official tour of Buganda Kingdom tourism sites since her appointment, UTB Chief Executive Officer Ms Juliana Kagwa revealed that a comprehensive framework has already been drawn up, and the next phase involves securing investments to implement the plans
The Uganda Tourism Board (UTB) and the Buganda Heritage and Tourism Board are exploring a strategic partnership aimed at enhancing both domestic and international tourism, with a focus on developing and promoting key cultural and historical sites within the Buganda Kingdom.
Speaking during her first official tour of Buganda Kingdom tourism sites since her appointment, UTB Chief Executive Officer Ms Juliana Kagwa revealed that a comprehensive framework has already been drawn up, and the next phase involves securing investments to implement the plans.
“At UTB, we have an entire section dedicated to product development. We work very closely with the Ministry of Tourism, Wildlife and Antiquities to conserve and preserve our tourism properties and sites,” Ms Kagwa said.
“There is already great work being done by the Buganda Kingdom, and we are eager to partner to bring that work to fruition.”
Ms Kagwa made the remarks on July 4 during a tour that included the Kasubi Royal Tombs, Kabaka’s Lake, the Buganda Parliament (Lukiiko), Kabaka’s Palace in Mengo, and the Buganda Heritage and Cultural Centre. She was accompanied by several UTB staff members.
She explained that the visit aimed to deepen UTB staff’s understanding of Uganda’s rich cultural heritage and reinforce the importance of promoting domestic tourism.
“I look forward to collaborating with the Kingdom throughout my tenure at UTB to ensure the longevity and legacy of these powerful heritage sites,” she added.
Mr Najib Nsubuga, Chief Executive Officer of the Buganda Heritage and Tourism Board, welcomed the collaboration, stressing the importance of UTB’s support in areas such as product development, packaging, and training for tour guides and tourism professionals.
“We are grateful that UTB has promised to work with us to elevate our tourism sites and attract more visitors. Quality service is vital, and we must ensure that what we offer aligns with market demands,” Mr Nsubuga said.
He noted that most adult Ugandan visitors to Buganda Kingdom sites are foreigners, while school children make up the majority of local tourists. This, he said, highlights the need for a stronger domestic tourism drive.
“We receive between 50,000 to 100,000 visitors annually, with school children being the largest group. Now that the Kasubi Royal Tombs have reopened, we expect an increase in international tourist numbers,” he said.
“But there’s still a gap when it comes to adult Ugandans appreciating their own tourism sites.”
Mr Nsubuga called on Ugandans to embrace local tourism and promote it by sharing their experiences.
“When Ugandans visit sites like this and post about them on social media, it creates awareness and attracts more visitors, including those from abroad. This not only brings in foreign exchange but also supports a wide range of local businesses.”
The renewed partnership between UTB and the Buganda Kingdom is expected to position the region’s cultural heritage sites more prominently in national and international tourism circuits, while also fostering a stronger culture of domestic travel and appreciation.
