UGANDA SUSTAINABLE TOURISM DEVELOPMENT PROGRAMME The programme is supported by the European Development fund (EDF) and covers the period 2003 - 2007

BACKGROUND

Overall objectives

The main objective of the programme is to contribute to the growth, development and diversification of the Ugandan economy through sustainable growth and development of the tourism sector which is an explicit government desire. A strengthened tourism sector will bring benefits to rural communities surrounding protected areas as well as the diverse community tourism initiatives already operating. Enhanced tourism revenue will also benefit the bio diversity conservation aims of the Government.

Programme Purpose

A central purpose of the project is to create additional sustainable economic and financial benefits to stakeholders in the tourism sector.

Results

To address the specific problems identified and to underpin the project purpose above, the following specific results are expected by the end of the project:

1. Uganda's image in the tourism market improved
2. Range and quality of tourist attractions and services improved
3. Effectiveness of public and private sector actors in the tourism sector increased
4. Involvement of local communities in tourism related activities increased

THE PROGRAMME ESTIMATE AUGUST 2004 - JULY 2005

Summary

Tourism to and within Uganda has not developed at the same pace as its neighboring members of the East African Community. A Tourism Development Master Plan produced in 1992 has not been fully implemented but with a Privatization Programme developed in 1993 and subsequent discussions amongst stakeholders leading to the production of a Tourism Policy which was approved by Cabinet in 2003 and with donor support conditions have improved. The Uganda Sustainable Tourism Development Programme (UGSTDP) which commenced in April of 2003 has as its main objective "Tourism sector's contribution to growth development and diversification of the Ugandan economy increased" (Logical Framework) The project purpose, as defined in the development of the programme's Logical Framework is "Revenue earned and diversity of the tourism industry in Uganda increased".

With almost no marketing having been undertaken prior to the development of the UGSTDP work commenced on a series of research programmes designed to establish the position of Uganda in the main source markets. Having completed this work new marketing materials are to be designed for use in a selection of markets identified in a Marketing Strategy developed in the latter part of the previous work programme. This programme aims to continue the introduction of planned marketing activity with specific actions aimed at both trade and consumer elements in the marketplace.

Concurrent with research in the market place an investigation of the available tourism 'product' as offered by the Ugandan Tour Operators on the open market was undertaken. At the same time, Tourism Development Plans were being prepared at District level under the PAMSU programme. This programme aims to encourage and financially support the development of new products and improvement of existing products identified in the available plans.

A key element of Government's thinking is the development of Public/Private Sector Partnerships as part of economic development. The Tourism Industry's private sector actors are not yet professionally organized in sufficient strength to adopt the role expected of them. This programme includes specific actions designed to encourage, assist and financially support the strengthening of the sector's representative bodies.

Legislation guiding the development of tourism to and within Uganda is being reviewed and this programme is working closely with PAMSU in an effort to have the legislation and subsequent regulations enacted and brought into force. Human Resources Development programmes have been hindered by the transfer of responsibility for all training to the Ministry of Education. A Curriculum Development Committee exists and this programme plans to work with that group in an effort to have a common curriculum introduced for all approved training institutes.

Community Based Tourism (CBT) programmes have been examined with a view to developing a strategy for further developments. This programme plans further action through cooperation with Private Sector interests, District Tourism Officials and UCOTA the existing umbrella body for CBT.

A steering committee under the chairmanship of the Permanent Secretary, Ministry of Tourism, Trade and Industry controls the programme.

Context

• The implementation of the UGSTDP is fully integrated into the National Tourism Policy which shares the overall objective of Poverty Elevation.



• The tourism sector in Uganda is underutilized, under capitalized and therefore underdeveloped compared with other similar destinations.



• The private sector is currently not achieving sufficient turnover and therefore profits to allow for reinvestment and significant improvement in standards of service and operations or for that matter in marketing. At the same time due to poor overall performance of the sector there is little new investment. The public sector has been under funded with the result that little development was possible. This programme aims at supporting Government initiatives such as Public/Private Sector partnerships and the development of self regulating industry associations.
  • Within the planned activities the programme aims to undertake international and regional marketing programmes designed to increase revenue for the industry.

  It also aims to support private sector associations in an effort to kick start the process of self regulation.

  The programme aims to get an agreed curriculum ready to be placed in all training institutes The programme aims to increase the involvement of communities in the CBT sub sector with the development of model operations and a longer term strategy. A lack of capacity in both the public and private sectors are the single most difficult challenge. At the same time the lack of capacity in the private sector cannot be ignored. If the overall Government policy of a private sector driven industry is to be achieved, continuing work will be required to achieve success.





• The availability of support from the Private Sector Foundation of Uganda - PSFU (EU funded) will assist the developments on institutional strengthening planned for private sector associations. PAMSU (WB funds) interventions in the development of District Tourism Development Plans will significantly assist in the prioritization of product development initiatives to be supported. Similarly the PAMSU intervention in reviewing and re drafting of legislation and regulations will assist in the formulation of business plans for private sector players, the development of a strategic plan for the Uganda Tourist Board, and for the Ministry of Tourism, Trade and Industry.

  Under the same PAMSU intervention work on the planned Tourist Levy should produce a method of funding for future marketing efforts by the Public/Private Partnership.




• The programme has produced a 10 Point Plan of Action for the implementation of the Tourism Policy. It has also developed a Marketing Strategy for Uganda as well as a series of research reports on the perception of Uganda from a consumer viewpoint in the US and the UK, from a travel trade viewpoint in the US, UK, the Netherlands, Germany and Italy. A stake holders survey was published expressing the view from the stakeholders stand point. A report on air fares to Uganda was published as was a critical review of the existing 'Visit Uganda. web site.

CONTACTS

The Programme is being implemented by the Ministry of Tourism, Trade and Industry assisted by TTC-Tourism and Transport Consult International, The Malt House, Grand Canal Quay, Dublin2, Ireland.

Chief Technical Advisor:
Stanley O. Wilson
Contact:
Email: stanley@ugstdp.or.ug
Cell. +256 77 827370
Tel/ Fax. +256 41 252966

Ministry counterpart:
Moses Okua, Commissioner, Tourism and Wildlife
Tel: +256 41 257272
Cell: +256 78 566324

Programme Assistant:
Anne Teddy Awori
Email: anne@ugstdp.or.ug
Cell. +256 77 672274
Tel/ Fax. +256 41 252966