Sudhir Rallies Private Sector Support At UTA Tourism Plan Launch

By Gad Masereka

Uganda’s tourism industry signalled a renewed push for coordination and competitiveness on Thursday as business leaders and policymakers gathered at Speke Resort Munyonyo for the unveiling of the Uganda Tourism Association Strategic Plan 2026 to 2030, a roadmap designed to steer the sector through its next phase of growth.

Among the notable figures in attendance was Sudhir Ruparelia, chairman of the Ruparelia Group, whose presence underscored the central role of private capital in shaping Uganda’s tourism landscape. For many participants, the launch was not merely a ceremonial milestone but a statement of intent at a time when the country is seeking to consolidate gains made in hospitality and conference tourism.

The five year strategy outlines priorities that include strengthening industry coordination, improving service standards, expanding marketing outreach and promoting sustainable practices. Officials from the association said the plan was informed by consultations across accommodation providers, tour operators, transporters and training institutions, with the aim of presenting a unified voice in policy advocacy.

Addressing stakeholders, Ruparelia emphasised that infrastructure and planning must move in tandem. “Tourism thrives on confidence,” he said. “Investors need clarity and stability, and visitors expect quality and professionalism. When government and the private sector work together under a clear strategy, the results are measurable in jobs created and revenue earned.”

Over the years, the Ruparelia Group has invested heavily in hospitality facilities that have hosted international summits, corporate conferences and cultural events, helping position Kampala as a preferred destination for high level gatherings. Industry analysts note that conference tourism has become an increasingly important segment, generating consistent occupancy rates and boosting auxiliary services such as transport, catering and entertainment.

Participants at the launch described the new strategy as timely, particularly as regional competition for tourists intensifies. East African destinations are investing aggressively in branding and product diversification, placing pressure on operators to innovate. “We cannot rely on natural beauty alone,” one hotel executive remarked. “We must continuously improve standards and market ourselves strategically.”

The association’s leadership indicated that the plan also prioritises skills development and digital transformation, areas viewed as essential for sustaining growth. By enhancing training programmes and embracing technology in bookings and marketing, the sector aims to attract a broader range of international and domestic travellers.

Government representatives present at the event acknowledged the contribution of private investors in expanding Uganda’s accommodation capacity and improving conference infrastructure. They pledged continued engagement to address regulatory bottlenecks and support promotional campaigns abroad.

For Ruparelia, the occasion reflected more than corporate interest. It highlighted a broader conviction that tourism remains one of Uganda’s most promising economic pillars. With global travel gradually stabilising and regional integration deepening, stakeholders expressed cautious optimism that coordinated action under the new framework could elevate Uganda’s profile as a competitive and sustainable destination.

As the gathering concluded overlooking the waters of Lake Victoria, the message was clear. The next chapter of Uganda’s tourism story will depend not only on scenic attractions but on strategic partnerships, disciplined investment and a shared commitment to quality.