Sustainable Destination Management
Strategies in the OIC Member Countries
67
sustainable and competitive tourism industry.197 At the ministerial level, UTB operations are
guided by the Tourism Sector Development Plan 2015/16-2019/20. The Tourism Sector
Development Plan was built around the aspirations of National Development Plan II. The plan is
consistent with the tourism master plan (2014/15–2024/25) by generating specific
interventions and budgeted projects that lie on the critical path of tourism development over
the period 2015/16–2019/20.198
In 2017, Rwanda, Kenya and Uganda also launched the East Africa Tourismportal, workingmore
closely together to shape tourism as a connected region. The portal is a joint tourism
promotional initiative among the three East African Countries under the East African
Community arrangement. UTB contributed Uganda’s content. The portal is not only an online
regional tourism marketing tool but is also expected to promote the joint tourism initiatives of
the three-member states such as sensitization of the general public about all the other joint
tourism initiatives including single tourist visa, interstate pass etc.199
There are a number of tourism associations in Uganda, including The Uganda Tourism
Association, the Association of Uganda Tour Operators (AUTO), the Uganda Hotel Owners’
Association (UHOA), the National Arts and Cultural Crafts Association of Uganda (NACCAU), the
Uganda Association of Travel Agents (TUGATA), the Uganda Safari Guides Association (USAGA),
Uganda Community Tourism Association (UCOTA), and the Association of Uganda Women in
Tourism Trade (AUWOTT).
In the regional destinations there are ‘Regional Tourism Clusters’ made up of public and private
sector participants who are encouraged, somewhat informally, by UTB to help develop the
tourism product using local knowledge and be part of the promotion and growth of tourism in
their regions, as well as sustainability aspects. The level and quality of activity by these clusters
varies between regions, partly because they are relatively informal set-ups with no specific
targets or regulation. The main activity revolves around World Tourism Day when the
stakeholders are to organize an event.200
Sustainability Strategies
On a national level, the tourism policy aims to enhance the tourism sector on a sustainable basis
framed around the following strategies: identify the key issues and hot spots related to the
sector, build upon the work of existing initiatives including the Tour Operator’s Initiative,
conduct training and education on sustainable tourism practices and approaches targeting both
operators and tourists, develop/adopt a code of conduct that could be abided by the industry,
promote labeling and recognition mechanisms that recognizes continuous improvement, and
promote sustainable building and design in the sector.201
To ensure the sustainable development of tourism in Uganda, alternative sources of income
were provided for local communities bordering conservation areas to improve their living
197 Uganda Tourism Board. (2017). Performance Report: Financial year 2016-2017. Retrieved from
198 Uganda Tourism Board. (2017). Performance Report: Financial year 2016-2017. Retrieved from
199 Uganda Tourism Board. (2017). Performance Report: Financial year 2016-2017. Retrieved from
200 Interviews with UTB and Bonifence.
201 UNEP (n.d.). Website. Retrieved from