Uganda’s apex tourism body has unveiled a new identity after officially rebranding as the Uganda Tourism Association (UTA), in a move leaders say will strengthen the private sector’s voice and create a unified front for the industry.
The rebrand was confirmed on Tuesday after the Uganda Registration Services Bureau (URSB) issued a certificate recognizing the new name. It marks the culmination of a restructuring process that has been underway for months.
“This rebranding gives us clarity and renewed purpose as we serve all private-sector players in tourism. UTA will be the single umbrella for advocacy, professionalism, and collaboration,” one official said during the announcement.
The Uganda Tourism Association was first established in 2014 to bring together key tourism associations, including the Association of Uganda Tour Operators (AUTO), Uganda Hotel Owners Association (UHOA), Uganda Safari Guides Association (USAGA), Uganda Travel Agents Association (TUGATA), and the Uganda Community Tourism Association (UCOTA).
In recent years, its membership has expanded to include specialized groups such as the Uganda Association of Conference and Incentive Industry, National Arts and Cultural Crafts Association of Uganda, and the Buganda Heritage and Tourism Board.
Industry players say the official change positions UTA as a more recognizable and authoritative voice in tourism. With Uganda seeking to increase visitor numbers and recover from pandemic-era setbacks, stakeholders believe a stronger private-sector platform is essential for lobbying, marketing, and raising professional standards.
The new identity is also expected to eliminate confusion around the association’s role, while projecting a more modern and inclusive image to both domestic and international partners.
UTA leaders say the focus now will be on building partnerships with government, promoting Uganda as a destination of choice, and ensuring that private-sector concerns are addressed in national tourism policy.