tourism is everybody’s business – on world tourism day


baby-gorillaWHOEVER in Uganda coined the phrase “Tourism is everybody’s business” meant very well and should be explained better.
Tourism IS everybody’s business, in any nation that values the business of tourism.
We, all of us and everybody, plug into tourism both as beneficiaries and contributors to the business in more ways than most people actually recognise, and if we all stopped to think about it starting this World Tourism Day then we would all be the better for it.
Follow the path of Mr. & Mrs. Joe and Mary Tourist, from a foreign country of your choosing.
Before they actually make their holiday plans and decide on a country to visit, they are most likely going to do a little bit of research on the countries on the list. Regardless of what their passion is – be it walking with gorillas, trotting alongside chimpanzees, whitewater rafting, zip-lining in the Mabira, eating muchomo and Rolleggs, or going on game-heavy drives, they will want to check which country has the best offers.
The offers they will google for will not only be activity related but the additional things as well – security, hospitality and friendliness, efficiency, the general atmosphere and so on and so forth.
They will not restrict their google search to what the governments or politicians or hotels and restaurants say, but they will also check what the bloggers post and the tweeps from the different countries say, as well as what other people say about Ugandans in general.
That’s the ‘Word of Mouth’ element.
Their source of tourism information will also include ‘everybody’, as ‘everybody’ will have operated as country marketing and public relations officer by way of what they say about the country.
After the bookings are done, Mr. & Mrs. Joe and Mary Tourist head over to the country and arrive at the airport or border crossing point. Of course the people that they interact with are principally the government and commercial officials that handle their transportation and other things, but there are other aspects of their arrival into the country that ‘everybody’ has an input into.
See, the ordinary travellers in the various queues and in the same general area as our tourists form part of the pleasurable (or otherwise) experience that the tourists enjoy. I’ve been to countries where I’ve seen people turn their faces to the side and spitting heavy amounts of disgusting material onto the floor, with no-one batting an eyelid. I mentally began preparing to cut short that particular trip right there as soon as it had began, just because of that experience.
When the officials at these various desks are polite and courteous Joe and Mary Tourist will not be surprised because they expect them to be so – they are being paid and have been trained to be this way. When the ordinary people milling about them are also polite and courteous then our tourist couple will be writing blog posts, tweets and WhatsApp messages back home saying, “This place is great!”
Meanwhile, those polite and courteous everyday people that smile at Joe and Mary Tourist with no ulterior motive have no idea that their demeanour is marketing Uganda much more than a paid television campaign probably would.
And, in most cases, they do not realise that their unintentional efforts get rewarded directly by way of Joe and Mary Tourist spending money.
First, the bookings they make always attract a certain amount of taxation that goes into the coffers that the government collects from to build roads, fund schools and hospitals, and spend on other essentials such as defence and security.
Then, when Joe and Mary Tourist buy a cup of freshly ground Ugandan coffee on arrival at Entebbe International airport, or pork ribs at a stop en route from Entebbe to Kampala, or take a taste at a roadside market of their first washed and massive fresh and organic fruits and vegetables grown right here in Uganda, the money they spend goes straight into the economy, having originated from whatever country they flew in from.
Plus, everything they consume and purchase is in most cases grown or manufactured or processed by locals who find themselves earning a living because Joe and Mary Tourist have chosen to visit Uganda,
That is very different from the money you and I spend while we go about life in Uganda, because all we are doing is re-distributing the wealth that is already within the economy. A thousand Uganda Shillings in my pocket right now at my typing desk in Kahangwe, Hoima may go to the receptionist at Shiyaya Tours & Travel to pay for something there but that doesn’t change the amount of money in circulation within the Ugandan economy. But when Joe and Mary Tourist bring in a thousand Uganda Shillings from their country of origin they are increasing the amount of money in circulation inside the Ugandan economy.
Besides the amounts that we get to keep in our pockets as direct earnings from Mr. & Mrs. Joe and Mary Tourist, a certain portion of the money they spend goes into the coffers of the government because the various bits of that money are taxed by way of VAT and other commercial taxes levied on all these items – from the drinks and eats they consume to the crafts they buy and the fuel used to convey them from place to place.
So the beneficiary of tourism is not just the commercial entities engaged in tourism and the people employed directly by the sector.
Understanding this chain of benefits from the tourist to the ordinary Ugandan is an essential part of the efforts of the Competitiveness Enterprise and Development Project (CEDP) intervention in tourism.
Creating this understanding among ordinary Ugandans will better gear us to directly identifying what opportunities are available to us as a result of increased tourism, as well as how we can directly contribute to that increased tourism.
The World Bank alongside CEDP, has invested US$1.5million in hiring three PR and Marketing firms to promote Uganda as a tourism destination – specifically in the UK and Northern Ireland, Germany and parts of Europe, and the United States of America.
The efforts of these PR and Marketing firms will result in increased numbers that must be met with increased production and servicing across the industry – right from the additional mouths to feed to the need for much higher quality products – accommodation, transport, activities and more.
The performance indicators for the CEDP initiative are an increase of tourists to 1,500,000 (one million five hundred thousand) international visitors into Uganda, up from 945,000 in 2010 and 1,206,000 in 2013.
As those PR and Marketing firms go about doing their promotion and representation of Uganda abroad, we – the private sector – should be finding out what else Joe and Mary Tourist might be interested in, so we offer it to them almost intuitively and have them saying the right things about Uganda to their friends and relatives and perpetuating the Word of Mouth cycle.
Because Joe and Mary Tourist, once they have visited Uganda, will join the team ‘Marketing Uganda.
You see, Tourism is everybody’s business – including the tourists themselves.

take up opportunities in tourism NOW, since Uganda has signed up international PR firms to promote our tourism


AS our Members of Parliament made their vows at the start of the week my mind was on two unrelated events on either side of their solemn activity, creating a sandwich of thoughts that I am quite happy to share here.
The MPs have sworn to work for us with the help of God.
Their combined job, as the Legislature, is to be representative of the people of Uganda; make the laws that we want to be used to govern us; and check the Executive we have chosen to come up with policies under which our society will be managed in a manner that will enable us to prosper.
Some of these Parliamentarians will be asked to join the Executive, while most will stay in the House where they will meet regularly to consider the affairs of the Nation in Plenary, through Committees, Caucuses, and getting feedback directly from us, their employers, directly or indirectly through the media and other channels.
For the next five years we will keep reminding the Parliamentarians of the humility they showed us during the campaigns and the ‘down-to-earth’ antics they adopted to convince us they are “of the people”, so that they don’t go off on lofty tangents that have nothing to do with us.
We will bring many issues before them and push them to deliver on them within their mandate. My first issue for them is what, for me, sandwiched their swearing-in – and it is an issue all Ugandans need to take up in whatever way they can.
Rewind to the first event: Over the weekend I was in Adjumani to pay my last respects at the burial of the wife of Mohammed Kabba, a friend and colleague. In the midst of his anguish and grief, Mohammed, a passionate Patriot with surprisingly diverse interests, took the opportunity to show us the ‘Adjumani Tree’.
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The ‘Adjumani Tree’. Photo by Simon Kaheru
He said the tree, a Tamarind, was many decades old, and it stood grandly in the courtyard of the Adjumani mosque providing shade to the mourners and a nice stand for a number of bicycles. The legend in Adjumani is that the tree marks the spot where, back in the day, the Madi (I believe they were) who had serious disagreements with each other would congregate to reconcile.
Whereas normally the Madi walked around holding axes, when they got to the Adjumani tree for a reconciliation ceremony they were required to take spears with them – the purpose for which I have not yet established.
In the backdrop of this little tale and its location was Deputy Prime Minister and one-time Minister of Tourism, Gen. Moses Ali. I walked over to him to make the appropriately respectful sounds, and mentioned that that spot could easily be turned into a tourism attraction. I left that thought there to proceed with the solemn issues at hand.
Had I more time on my hands I would have spent it going into some detail over the missed opportunities in Adjumani just because they had not recognised this tree as a potential tourism attraction.
On our drive up to the district we took the first of two turns left to Adjumani. We eventually discovered that this was a “security road” and is not generally in use now that the Atiak road is so well-tarmacked and the road from there to Adjumani is a much better grade of murram (laterite).
The thick, bushy vegetation beside this disused road keeps you searching hopefully for the sight of wildlife, and wistfully at possible forest trails that would be full of thrills and adventure, a massive campsite just waiting for tents, campfires and people.
Cue to the second event, two days later, sandwiching the MPs oaths – Uganda signing contracts with international Tourism Public Relations firms.
I was part of the process, in some small way, and proudly so because I believe strongly in the power of communication and the need for appropriate marketing. As the ceremony was taking place, I fielded a few questions from friends within the travel industry who were concerned that the US$1.5million was going elsewhere rather than to firms such as my own.
The firms, which my partners have written about here, are Kamageo, KPRN Networks, and PHG Consulting. Each is handling a different market, respectively: the United Kingdom and Northern Ireland; Germany, Austria and Switzerland; and North America. (I suspect I will be talking or writing more about this later on, judging from some of the comments I’ve seen on various platforms elsewhere).
The fears were besides the point, I explained, because the work to be done by the foreign marketing and PR firms is specifically within the realm of tourism and travel in those markets where they operate for the cardinal objective of increasing the number of tourists coming to Uganda.
That doesn’t leave us helpless or in a sitting position waiting for tourists to arrive; if we all identify tourist attractions and opportunities such as the Adjumani tree, and get our respective local leaders and entrepreneurs to develop them, then we will give these PR firms a lot more to work with as they storm the travel industry and media in Europe and the United States.
On the Adjumani Tree alone, if we can unearth the legend of reconciliation and, perhaps, get a few warring politicians to meet at that tree and emerge as best of friends, perhaps we can convince thousands or millions of unhappy siblings, couples and politicians to make reconciliation pilgrimages there?
Every district, Constituency and probably village has a likely tourism attraction that needs to be identified, developed, and then promoted – which is exactly what the foreign marketing and PR firms need in order to give us more value for the dollars being spent.
As the MPs take up their seats in those pews, have them think of this so they make it government policy and ensure it is implemented, just as we all should wherever we are in Uganda.
Find your spot in this tourism sector and occupy it.

your restaurant, hotel or feature review is the future of Uganda’s tourism industry – go out and do one today


THIS Easter weekend we are all taking off another holiday and will mostly be spending our time at leisure in different ways but with one common thread – there will be celebration accompanied by food.
That food will be consumed either at home or in restaurants and hotels, and this is where we should pause for a minute before taking another bite.
I write and talk a lot about tourism for a number of reasons, one of which is the benefits to the entire country that arise out of tourism if we all understand it as a revenue earner and do it right that way.
The tourism sectors of all serious countries around the world are given top priority for economic growth because they involve a wide range of sectors that benefit very many segments of people – from the farmers that grow the food that gets served in those hotels and restaurants, to the people who work there, and those that own them.
Last year I embarked on a mini-project of my own after realising there was a shortfall that I could help fill, and now must share this so that more people out there join in. A while back during an official visit to a strange country I found myself without dinner plans on one evening and needed to do some research to establish where to go.
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I got to tripadvisor.com, which I had used to make my travel arrangements, and the options were overwhelming but I was glad to have so many to choose from and whet my appetite at the same time.
At the start of last year I found myself in the same position in upcountry Uganda and went straight to the trusted tripadvisor.com only to find that the town I was in did not even exist! I was nonplussed especially when I drove out of my hotel and found there were many options in that town I could have browsed through from the comfort of my hotel room.
That website, tripadvisor.com, receives 350million unique visitors a month – ten times the population of Uganda.
Surprisingly, in that town even the large establishments with names that appeared to be international in nature did not exist on tripadvisor.com!
tripadvisor.com Restaurant Expert BadgeSo I began doing reviews of my own, which I found were just a drop in the ocean since there are 320million other reviews on that site.
Why?
Because the travel industry operates on word of mouth and tools like tripadvisor.com have enabled that word of mouth to travel like wildfire. Word of mouth, in the tourism sector, is valuable because it originates from ordinary people who are believed to be authentic, objective and impartial.
Many of the reviews tell the truth about the locations, so that if they are lousy the establishments themselves get to know and must fix their issues.
In fact, many of these hotels and restaurants get online because they have to respond to negative criticism – and then they find that they have to build their profiles and then they begin marketing themselves more seriously.tripadvisor.com Senior Contributor Badge
Ladies and gentlemen, THIS is exactly what the internet is for – for us to create and upload content to improve our lives and our environment, not just for us to download other people’s content so we admire their lives and their environment.
So last year I kicked off on this mini-project of reviewing as many eateries as possible and set myself a target that I am yet to achieve. I will not review the large hotels and restaurants alone, because they have large marketing departments and people to speak up for them in many big ways. I will, however, focus on the smaller establishments so that they get visibility on the global stage.
tripadvisor.com Attraction Expert BadgeAnd that is what you guys need to join in on – this weekend as you go about enjoying Easter, do a review of every restaurant or hotel that you visit, and upload it to tripadvisor.com. Nothing complicated – just rate the place, the service, the food and the price (by clicking on the stars or radio buttons online), and then write two or three sentences in whatever language you want. Reviews are not restricted to the big-time places only – if you are going to lunch at your favourite Rolex stand or Mulokony joint today, or if lunch is at the pork joint in your village (envy demon, get thee behind me!) you can still review those places and put them on the map as well.
The difference that will make to our tourism efforts will be massive – I know because with my feeble efforts I am now a highly-rated online reviewer and I get asked many questions by people wishing to visit Uganda, the answers to which I hope help them make the decision to actually visit!tripadvisor.com Readership Badge
If you are scared of tripadvisor.com, go to Google Maps and become a local guide – which works the very same way. Click on the name of an establishment, type out what you think about it, and submit.
tripadvisor.com Senior Photographer BadgeYOU might be the reason a couple of tourists choose to visit Uganda one day months from now, spending the money that the government will use to equip a hospital where your father might require life-saving surgery.
Enjoy the experience – and Happy Easter!
tripadvisor.com Helpful Reviewer Badge

2016: the year of increased and improved tourism in and for UGANDA, by UGANDANS


IMG_4515FOR a veteran, if I may use the word, of the National Parks with many visits going back to the difficult days when the groups driving through the animal trails very rarely consisted of indigenous Ugandans, this Christmas was both a pleasant and dismaying eye opener.
My Christmas in the Park, managed by www.shiyaya.travel crowned my year of tourism landmarks and promised me that 2016 would be even bigger for Uganda’s tourism sector, especially local tourism (you, me and ours being tourists) – which means that we have a lot more work to do.
The vast pleasantness of my trip lay in seeing so many Ugandans in the Parks, but ironically that also dismayed me somewhat at a few turns and corners – literally, when the car accidents occurred.
On one morning, three accidents took place within a radius of a couple of kilometres, and all appeared to be caused by the reckless driving that had my group worried from the time we entered the park and noticed a disparity between the “40kph” signs and the speed at which most vehicles were actually progressing.
On a side note, I did find it uplifting to see a young government-employed Ugandan doctor squeezing his family into one corner of their vehicle in order to accommodate a bleeding accident victim, giving the man first aid at a nearby hotel, and then putting a major break into the family holiday by driving the injured man to the nearest health centre.
This doctor’s dedication to his Hippocratic Oath and service to the public still causes me to applaud him mentally every time I recall the sight of him cleaning up that patient with his family standing round in a calm state of holiday. For a fleeting moment the thought occurred that perhaps having lost his father in a motor vehicle accident, this young man was even more invested in helping the victim that day, but I put it aside and saluted Dr. Charles Ayume once again.
His was not the only display of random kindness by Ugandans in the park; hours later, we came across a Chinese fellow whose car had lost a tyre right at the top of the Murchison (Kabalega) Falls and was frantically trying to make his way to Masindi to get it fixed.
The vast number of visitors made it easy for him to hitch a ride on a tour bus full of Ugandans – another change from our situation just a few years ago, in which one was often lonely at the top of the falls, communing closely with roaring nature – but along the way he spotted another van with a spare tyre that would work on his van.
Stopping the van, this Chinese fellow made desperate offers in exchange for the use of the spare tyre for the two or so hours it would take to get to Masindi, have it fixed, and drive back – including hard cash, the purchase of two brand new tyres for the loan of one, and handing over his tour group as hostages for as long as it took.
When the van gave him the tyre free of charge and asked that he simply leave it behind at the Shell Masindi, he failed to understand the offer. Consulting his mates, the group had an animated discussion and variously asked the van owner to clarify how, exactly, he was benefitting from this.
“I am Ugandan. You are enjoying Uganda. We are kind. I will trust you.”
The entire group was licked, and presented solemn handshakes while proclaiming in halting english about how good Ugandans are. I added them to my mental applause list.
About an hour later, I bumped into Tegrasi Ndozireho, a uniformed IMG_4554Uganda Wildlife Authority (UWA) Ranger with a smattering of bray hair, cradling a baby in a kangaroo pouch strapped over his military fatigues.
The sight was odd, as “Bring Your Baby To Work” is one of the last incentives I’d expect Wildlife Park Rangers to have.
He laughed and explained that he had taken the baby off a tourist so she could enjoy the experience at the top of the falls in safety and in its fullness. So he stood under the shade and rocked the little child to and fro for a while as the grateful mother traipsed about.
I couldn’t hug him, but he got signed up for mental applause as well.
There were more and more instances of these surprising bursts of Ugandan kindness and dedication to duty. Enough to make me believe that we are really ready to make tourism more than just a catchphrase by government officials.
WE must make tourism in Uganda our own, and make it work on our own as Ugandans.
2016 will be the year Ugandans realise how we ourselves can make tourism in Uganda benefit US. Iitwe. Ffe. Iife. Sisi.