EU Pledges €10 Million to Rebrand and Boost Uganda’s Tourism Industry

The European Union has announced a €10 million (UGX 41.4 billion) investment to strengthen Uganda’s tourism industry. The funding was revealed by Jan Sadek, the EU Ambassador to Uganda, during the 2024 Tourism Thematic Conference.

“We aim to increase local community participation and ensure they benefit from tourism, while also facilitating better access to finance for the private sector in the tourism industry,” said Ambassador Sadek.

The support is intended to enhance Uganda’s visibility as an attractive and sustainable destination for tourists from Europe and beyond. Sadek highlighted the critical link between tourism and peace, noting that tourism not only boosts the economy but also shapes Uganda’s global image.

Despite Uganda’s natural beauty, outdated perceptions—such as the legacy of Idi Amin—continue to hinder its tourism growth. Sadek urged the country to focus on rebranding, emphasizing the warmth and hospitality of its people as a key asset.

He pointed to examples from Rwanda and South Africa, which have successfully used their histories to promote peace tourism, suggesting Uganda could adopt a similar model. By fostering a narrative centered on safety, culture, and unity, Uganda could attract more international visitors.

The EU has been a longstanding supporter of Uganda’s tourism sector and has pledged further investments to increase the country’s visibility as a sustainable destination, encourage community involvement, and improve access to finance for businesses within the sector.