Uganda sustainbale tourism

Uganda has exceptional wildlife, adventure, and cultural experiences. With these strengths, the country can position itself as a leading tourism destination. Tourism is a priority sector for the Ugandan government, with an ambitious growth target from $1.7 billion in 2025 to $50 billion in 2040. Uganda’s strengths lie in wildlife, culture, and landscapes. This requires a balanced growth strategy with sustainability at its core.

Still, there is limited awareness and capacity in sustainable tourism practices. Product quality and diversification also need improvement. Uganda’s biggest opportunity is attracting adventure travellers. To reach the European tour market, the country must maintain high standards of professionalism and ensure an environmentally sustainable supply chain.

CBI has partnered with Ugandan tour operators, the Uganda Tourism Board (UTB), and sector associations to support the development of a more sustainable tourism sector. Activities included:

• Coaching and training 50 tour operators to create longer-stay itineraries with sustainable excursions and accommodations.
• Destination management tools at sub-national level.
• Developing a national marketing strategy.
• Obtaining Travelife certification.
• Showcasing community tourism experiences.
• Matchmaking with Dutch and European buyers in the adventure and community tourism niches.

We are now in the final year of this project. We are looking for European tour operators, associations, and knowledge partners who want to engage with Uganda’s growing sustainable tourism sector.

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Project purpose 

The goal of the project is to support a more resilient, socially responsible, and environmentally conscious tourism sector in Uganda. The aim is to for national residents to improve their quality of life while offering sustainable tourism experiences to visitors.

The most important part of the goal is for tour operators to develop their skills and attract travellers from different sustainability‑focused market segments. These travellers spend more, stay longer, visit throughout the year, and leave behind added value for Uganda.

Through this project, tour operators strengthen their ability to manage social, environmental, and fair-business risks in their supply chains. By adopting sustainable management tools, such as the Travelife system, they actively improve their operations. Furthermore, these operators drive community tourism forward, ensuring that local community members directly participate in the tourism value chain.

Through this partnership, Ugandan tourism professionals take charge of their sustainable growth. The project focuses on 3 main intervention areas:

1. Ugandan tour operators develop long-stay, sustainable, inclusive and diverse tourism products that meet the demand from the European markets. At the same time, the project incentivises a local market for tourism advisory services, including sustainable tourism coaching and digital marketing. The goal is for these services to become self-sustaining, paid businesses once CBI funding stops. 
2. Ugandan organisations build capacity for sustainable tourism export promotion, in particular the Uganda Tourism Board as the essential tourism marketing and promotion agency with a strong sustainable tourism goal. 
3. Connecting private sector tourism practitioners to exchange experiences and ideas on major sustainability issues.

Become a partner 

We are looking for:

• European and Dutch outbound tour operators with an interest in Uganda or East Africa, especially those focused on adventure, wildlife, or sustainable travel
• Associations of specialist or sustainable tour operators. For example, operators who engage with emerging or off-the-beaten-track destinations
• Knowledge partners with expertise in sustainable tourism, digital marketing, or certification (such as Travelife or Fair Trade Tourism)
• Development organisations or institutions who want to build on or continue the work of this project

We value partners who are serious about sustainability and who want long-term relationships.

What does a partnership with CBI look like? 

CBI does not provide funding. We connect and facilitate.

If you are a European tour operator, we can connect you directly to a vetted group of Ugandan tour operators. They gained knowledge in sustainability, digital marketing, and product development. We can also connect you to roadshows and matchmaking events. There, you can meet Ugandan operators in person.

If you are knowledge or sector partner, we can offer access to our network of Ugandan tourism stakeholders, including the Uganda Tourism Board.

There is no fee to become a partner.

Partners

2026 is the final year of this CBI project. The focus this year is on building as much lasting capacity as possible and connecting Ugandan tour operators to European buyers and partners.

This is a great moment to get involved. Whether you are a European tour operator, an association, or a knowledge partner, there is real potential here to build something lasting.

Uganda’s embassies in Europe often organise roadshows and familiarisation trips to Uganda. These events are great opportunities for European tour operators to meet Ugandan suppliers. We want to connect our frontrunner companies with European tour operators who are looking for reliable and sustainable partners in Uganda.

 This project partners with the Ugandan SMEs specialising in tour operations in the table below.

In addition, 15 Ugandan facilitators are being trained in digital marketing and in sustainable tourism through a training-of-trainers programme. CBI works closely with a range of local and international partners. Current partners include:

National partners:

• Association of Uganda Tour Operators (AUTO)
• Exclusive Sustainable Tour Operators Association (ESTOA)
• Ministry of Tourism, Wildlife and Antiquities (MTWA)
• Uganda Tourism Association (UTA)
• Uganda Tourism Board (UTB)

International partners:

• Delegation of the European Union in Kampala
• Enabel (Belgian Development Agency)
• Royal Netherlands Embassy

The results so far are encouraging. More than 65 Ugandan tour operators have participated in project activities. A group of local facilitators now offers paid coaching services in digital marketing and sustainable tourism. UTB has embedded sustainability more deeply in its work. CBI has also helped shape the design of an upcoming EU‑funded tourism programme in Uganda. This means the results of the CBI project can continue to grow after it ends.

Collaborate with us

Would you like to help Uganda's tourism sector become more sustainable, and find new, authentic destinations to offer your clients?

For questions, please contact Jeanette Scherpenzeel. We would appreciate to hear your ideas and work together to extend the success of this project.

Reach out now

About CBI

CBI promotes sustainable production and trade between low-and middle-income countries and the Netherlands and Europe. We partner with small and medium-sized enterprises (SMEs) and their ecosystems to strengthen their social and environmental sustainability. 

CBI is part of the Netherlands Enterprise Agency and commissioned by the Netherlands Ministry of Foreign Affairs.