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Marketing And Tourism Promotion In Uganda: A Case Study Of Uganda Tourism Board (UTB) (issue 4)

Tourism, a linchpin for economic growth, stands at the forefront of Uganda's development strategy. In this context,
domestic tourism emerges as a critical element, yet its full potential remains untapped. This study delves into the
strategies employed by the Uganda Tourism Board (UTB) to promote domestic tourism, examining advertising
methods, collaboration efforts, and event planning. Utilizing a descriptive cross-sectional design, data was collected
from 45 respondents representing diverse demographics. Statistical analyses reveal nuanced insights. While UTB's
advertising methods generally received positive feedback, concerns about consumer skepticism surfaced.
Collaborative efforts, especially with local communities, were highly praised, although misaligned objectives raised
concerns. Events were acknowledged for their role in engaging citizens, yet opportunities for improvement were
identified. The findings shown a high level of agreement (mean score of 4.4) on the unique opportunities that events
provided to attract and engage local citizens. Events seemed to effectively showcase the cultural richness of Uganda
(mean score of 4.3), contributing positively to the regional economy and creating employment opportunities (mean
score of 4.1). The study concludes with recommendations to address these nuances, aiming to contribute to a more
robust and balanced domestic tourism promotion in Uganda. UTB can explore opportunities for strengthened
collaboration with local businesses in event planning, maximizing the economic impact of tourism events.

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