Uganda’s Tour Operators Celebrate 30 Years: A New Era for Sustainable Growth and Professionalism
Uganda’s tourism sector reached a historic milestone as the Association of Uganda Tour Operators (AUTO) marked its 30th anniversary with a vibrant celebration at Kampala’s Mestil Hotel. Themed “Roots and Routes: 30 Years of Tourism Excellence,” the event brought together government dignitaries, industry pioneers, and a new wave of tourism entrepreneurs for a night that honored the past and set ambitious goals for the future.
For three decades, AUTO has stood as a pillar of professionalism, resilience, and unity in Uganda’s evolving tourism landscape. What began in 1995 with a handful of visionary founders has blossomed into a dynamic network of more than 400 licensed tour operators, playing a vital role in transforming Uganda into one of East Africa’s most compelling destinations. Chairperson Civy R. N. Tumusiime, recently re-elected, described the moment as one of “profound joy, humility, and pride”—a testament to the collective drive that has powered AUTO’s journey.
Reflecting on the association’s origins, Tumusiime recalled how a group of determined pioneers united with a shared mission: to establish a single, powerful voice for Uganda’s tour operators, promoting professionalism, sustainability, and excellence. Since those early days, AUTO has become a respected national institution, actively partnering with government agencies, championing conservation, and acting as a crucial bridge between the private sector and international stakeholders.
Uganda’s progress is clearly visible in its visitor statistics. From approximately 420,000 annual arrivals in the 1990s, the country now welcomes more than 1.3 million travelers each year. This growth reflects the “passion, sacrifice, and hard work” of AUTO members, who have shaped Uganda’s tourism narrative by upholding ethical standards, enhancing safety, and amplifying the nation’s brand on the world stage.
“Beyond the numbers, our true success lies in the stories we help tell,” Tumusiime remarked. She underscored how the sector empowers communities, safeguards wildlife, and creates unforgettable experiences for visitors—making operators not just businesspeople, but ambassadors of Uganda’s heritage and architects of sustainable growth.
The “Roots and Routes” gala artfully blended nostalgia with forward-looking optimism. Uganda’s iconic wildlife—lions, leopards, and cheetahs—were celebrated as emblems of both the nation’s natural splendor and its enduring spirit. AUTO CEO Matilda Iremera called the anniversary a tribute to “those who carried the torch when no one else would,” while also recognizing the new generation of tour professionals who are driving innovation and shaping Uganda’s future tourism identity.
Strong collaboration with the Ugandan Government, the Ministry of Tourism, Wildlife and Antiquities, and the Uganda Tourism Board (UTB) has underpinned much of AUTO’s success. However, Iremera called for greater investment in infrastructure and reputation management to unlock the next phase of growth. She highlighted the pressing need for better roads, upgraded accommodation, and proactive efforts to counter negative international publicity—factors that directly impact the competitiveness and sustainability of the tourism sector.
One of AUTO’s critical contributions has been raising standards across the industry. The association’s rigorous membership criteria ensure that only licensed and credible tour operators serve Uganda’s guests, safeguarding the country’s reputation and providing travelers with peace of mind. “We help eliminate ‘briefcase’ companies that are not licensed or affiliated with any recognized body,” Iremera said, reinforcing AUTO’s role as a gatekeeper for quality and ethical business practices. In times of challenge, AUTO steps in to support both operators and visitors, working closely with the Tourism Police and other authorities to resolve issues swiftly and transparently.
Industry veterans, such as Mel Gormley—co-founder of Classic Africa Safaris and one of AUTO’s founding members—reflected on the remarkable transformation the sector has undergone. Gormley recalled a time when Uganda had only a handful of operators, and how collaborative efforts, particularly between the private sector and government, led to pivotal reforms. The introduction of red number plates for licensed tour vehicles by the Uganda Revenue Authority, for example, has enabled Ugandan operators to compete on a level playing field regionally, marking a significant step forward in the sector’s professionalization.
Looking ahead, AUTO has pledged to keep championing sustainable tourism, innovation, and youth participation. The association recognizes that the future of Uganda’s tourism depends on nurturing a new generation of leaders—those who are eager to bring fresh ideas, embrace digital transformation, and uphold the values of conservation and community empowerment. This commitment is seen as essential not only for maintaining Uganda’s reputation as the “Pearl of Africa,” but for ensuring its continued relevance and appeal in a fast-changing global market.
For Africa’s travel sector, Uganda’s journey offers valuable lessons. The story of AUTO demonstrates the transformative power of unity, high standards, and strategic public-private partnerships. As the continent’s tourism industry anticipates dramatic shifts in business models over the coming years, the Ugandan example underscores the importance of investing in infrastructure, supporting professional associations, and creating pathways for young innovators. By focusing on sustainability, authenticity, and capacity building, African destinations can position themselves to capture new opportunities and drive inclusive growth.
As AUTO celebrates three decades of achievement, the association stands as a beacon for the wider region—proof that resilience, vision, and collaboration can turn modest beginnings into enduring success. The next chapter for Uganda’s tourism industry promises even greater impact, as the sector continues to evolve and adapt to the aspirations of travelers and the changing dynamics of the global tourism landscape.
