travel 23 August 2026 Daily Monitor (Uganda)
Uganda's Tourism Potential Vastly Untapped, UTB Chairman States
The chairman of the Uganda Tourism Board (UTB), Lilly Ajarova, has asserted that Uganda's rich tourism sector has only begun to be explored, with significant untapped potential. Source: https://www.monitor.co.ug/uganda/lifestyle/travel/we-haven-t-scratched-the-surface-of-tourism-sector-says-utb-boss-kagwa-5566022
Uganda possesses a wealth of natural and cultural attractions, from its renowned gorilla trekking and diverse wildlife to its stunning landscapes and vibrant cultural heritage. However, according to UTB Chairman Lilly Ajarova, the industry has barely scratched the surface of what it can achieve.
Ajarova emphasized that many of these valuable assets remain underdeveloped and inadequately packaged for the global market. This presents a significant challenge but also a tremendous opportunity for growth and innovation within the sector.
The UTB is actively working on strategies to enhance product development, improve marketing efforts, and streamline the visitor experience to better showcase Uganda’s offerings. The focus is on creating compelling tourism packages that cater to a wider range of international and domestic tourists.
By investing in infrastructure, training, and promotional activities, Uganda aims to position itself as a premier tourist destination. The potential for job creation, foreign exchange earnings, and economic diversification through a robust tourism sector is immense, provided that strategic development and marketing are prioritized.
The board is committed to unlocking this potential by collaborating with private sector players, local communities, and other government agencies to ensure sustainable and inclusive tourism growth.