Uganda Wildlife Authority (UWA) has identified four key focus areas that will help the organization achieve its 290 billion target in the 2026/2027 financial year.

Speaking to UWA tourism officers during the annual meeting at the Uganda Wildlife Conservation Education Centre (UWEC) – Entebbe Zoo, Acting Commissioner Tourism and Business Development, Dorcus Rukundo, stated that the tourism department which stand at the forefront of ensuring that tourists get value for their money, must intensify efforts in product development, digital marketing, investment opportunities, and specialization to meet the set goal.

Rukundo stressed that every staff member, regardless of their role or location, should create a new product for the year and learn from one another, recognizing that everyone has unique talents.

She also highlighted the need to boost digital marketing of tourism products, encouraging staff to embrace the digital age by adopting artificial intelligence tools wisely and establishing social media accounts to promote Uganda’s tourism potential. 

Additionally, Rukundo urged staff to explore diverse investment opportunities at local tourism sites and to seek investors beyond the traditional concession model.

Specialization was also emphasized as a way to improve visitor experiences, with examples including experts in bird watching, botany, indigenous knowledge, and culture.

With some wildlife reserves being upgraded to National Parks and the government assigning UWA responsibility for more protected areas, Rukundo highlighted the importance of strengthening teamwork to ensure the success of conservation efforts across all protected sites.

This meeting, also comes ahead of the Pearl of Africa Tourism Expo (POATE) 2026, Uganda’s leading tourism and travel event happening starting tomorrow 21^st.May – 23^rd. May at Speke Resort Munyonyo. This annual event brings together global tourism industry leaders and invited buyers and this year’s theme is “Wanderlust – It’s Your Time to Thrive.”