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UGANDA &endash; A STUDY IN
TOURISM DEVELOPMENT Fondly referred to as the
"Pearl of Africa", Uganda is a highly recommended
tourism destination with breathtaking game parks
and nature reserves creating an amazing eco-system
full of Africa's wildlife in their natural
habitats. Since the early colonial
years until the 1970s when it was a major
destination on the East Africa circuit, Uganda was
known as a major tourism destination in great
demand by international tourists. From the source
of the White Nile on Lake Victoria to the
snow-capped "Mountains of the Moon" to the Mountain
Gorillas &endash; Uganda has always offered a
fantastic diversity of habitats that support a
great variety of wildlife. Uganda has a bird list
of over 1,000 species, is home to over 1,000
species of butterfly, has one of the highest
densities of primate populations in the world, and
an abundant population of lion, leopard, elephant,
antelope, crocodiles and hippos. As worldwide
tourism expanded, however, Uganda's tourism and
tourism assets, went into decline. During the
fifteen years of Uganda's trauma its wildlife
population was decimated, its tourist
accommodations neglected and its tourism
infrastructure left in disarray. It was during this
same period that the neighboring countries of Kenya
and Tanzania expanded and capitalized on their
tourism attractions. When Uganda finally re-entered
the tourism marketplace, it found that its
neighbors had dominated the East African tourism
scene, with Nairobi becoming the major
hub. In 1987, Uganda adopted a
structural adjustment program and began a process
to reenter the tourism marketplace, seeking to
develop a socially, economically and
environmentally beneficial tourism program. The
first step was to implement an Integrated Tourism
Master Plan (ITMP). This plan was created in
concert with the United Nations Development Program
(UNDP) and the World Tourism Organization (WTO) for
the period 1992 to 2002. The ITMP envisaged
dividing the country into Primary (Rift Valley,
Murchison Falls, and Kidepo Valley); Secondary
(Capital Area and the South West Mountains); and
Tertiary (Lake Mburo, Mount Elgon and the Ssese
Islands) zones. Specific programmes of improvements
to Uganda's tourism infrastructure were
subsequently proposed for each zone. Key marketing objectives of
the ITMP were to cooperate with neighboring
countries, develop a wide spread of market
segments, encourage off-peak traffic, extend
optimum stay, and attract high spenders. It was
widely accepted that Uganda's image was badly
damaged and in great need of rehabilitation. The
strategy was to target a public relations campaign
at the travel industry press, major tour operators,
travel writers, and special interest press and
television. In addition, the Uganda Tourism Board
(UTB) was created as a result of the master plan.
In 1997, Uganda launched the European Development
Fund Tourism Support Program to further expand upon
the guidelines of the ITMP. The support program
began a process of product definition which
identified and assisted in the development of niche
markets such as white-water rafting, bird watching,
community-based tourism, chimpanzee trekking,
gorilla trekking and sport fishing. The tourism support plan
also began the rehabilitation of tourism in the
National Parks, including assisting the Uganda
Wildlife Authority in the production of high
quality guides to Murchison Falls National Park,
Kibale National Park and Bird Watching in Uganda.
Other program initiatives included creating a new
image for Uganda and marketing the "Uganda Trail"
locally, regionally and internationally as well as
fostering the development of community tourism
efforts. By 2000, the World Bank's Institutional
Capacity Building &endash; Protected Areas
Management and Sustainable Use initiative was
instituted. One of its stated objectives was to
facilitate a Governmental Tourism Policy for
Uganda. The Tourism Policy for Uganda was
consequently created and adopted by the government
as a result of various countrywide World Bank
supported workshops and seminars. It was decided that Uganda's
tourism development should be socially and
culturally acceptable and become a vehicle for
poverty alleviation. Based on a wide participation
of Ugandan and foreign investors, it should form
the basis of protection of the environment
including financially supporting National Parks.
The policy targeted an annual tourism increase from
10,000 to 50,000 tourists within ten years
providing an increase of revenue by 60 million. The
increase should be widely spread in Uganda with
participation at the local level. Tourism would
become a vehicle for economic development with
benefits widely spread and economic linkages
enhanced, encouraging ecotourism, agro-tourism and
community tourism products. The private sector
would be the driving force with the public sector
providing the enabling environment and encouraging
local development and entrepreneurship. The private
sector would enhance its institutions and the
government will put in place the necessary
regulatory framework for development. In addition,
a Uganda identity and cultural pride would be
encouraged including cultural performances,
handicrafts museums and theaters. Moreover, in order for
Uganda to successfully compete with other African
mainstream tourism products, it was suggested that
it focus on niche markets. Special consideration
will be given to ecotourism, community tourism
combining nature, culture and local communities as
well as adventure-sports tourism. Tourism will also
be incorporated into the National Curriculum along
with the Uganda Wildlife Authority and Wildlife
Clubs of Uganda being supported to interlink
wildlife education and tourism issues and concerns.
The Tourism Policy document will also be
distributed and focus-group seminars conducted in
order to promote tourism awareness locally and
nationally. The press and Parliament will also be
provided with tourism-related information. Given
the huge American market, the Government of Uganda
is putting special emphasis on attracting U.S.
investors to this important travel and tourism
forum. With twenty-three million inhabitants, ample
natural tourism resources and an economy in
transition, Uganda offers great potential for
foreign direct investment. Uganda also has one of
the more established economies in Africa with a
well developed infrastructure and many investment
opportunities available in the travel and tourism
industry. In conclusion, the Uganda
Sustainable Tourism Development Program's
objectives include image rehabilitation, improved
tourism products and services, widespread
discussion of tourism initiatives, stronger private
and public sector collaboration on tourism, more
communities benefiting from tourism and naturally,
more tourists and associated revenue. Uganda has
been able to achieve a remarkable comeback in the
past fifteen years and should provide a great case
study for world sustainable tourism. NEWS AND INFORMATION ABOUT
TRAVEL AND TOURISM OPPORTUNITIES IN AFRICA P R E S
E N T E D B Y V E N U E I N T E R N A T I O N A L P
R O F E S S I O N A L S, I N C .
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