The meeting brought together key stakeholders, including Pearl Hoareau Kakooza, Chairperson of the Uganda Tourism Board; Deborah Baguma, representing the Commissioner at the Ministry of Tourism, Wildlife and Antiquities; representatives from district local governments; private-sector actors; and development partners.
The meeting comes at a time when Uganda’s rich agricultural heritage and diverse tourism offerings provide a strong foundation for agro-tourism. Yet, the linkages between agriculture and tourism remain weak and fragmented, limiting the ability of rural communities, farmers and entrepreneurs to transform their enterprises into competitive visitor experiences and sustainable sources of income.
Recognising this potential, Uganda’s National Development Plan IV positions agriculture and tourism within the country’s core ATMS growth framework, covering agro-industrialisation, tourism, minerals, and science, technology and innovation. Harnessing agro-tourism can stimulate wealth creation, accelerate the full monetisation of the economy, generate meaningful employment for young people and contribute to Uganda’s ambition of expanding its economy tenfold by 2040.
The initiative will promote practical opportunities for young people across the agro-tourism value chain. These may include working as farm or tour guides, developing visitor experiences, processing and packaging local products, and using digital platforms for branding and marketing.
A key message from the inception meeting was that the initiative must be shaped by market demand rather than assumptions. The model will therefore be informed by customer expectations, market assessments and continuous engagement with tourism and agribusiness actors. Support will extend beyond the completion of training. Participating businesses will require direct mentorship, access to financial services, stronger business networks and connections to private-sector actors that can help them reach markets and continue growing.
The incubation should not be treated as an endpoint. The initiative will identify the evolving needs of participating enterprises and connect them to relevant private-sector actors, markets and service providers. Lessons from the implementation will also help determine how the model can be scaled to other parts of Uganda. The ambition is to demonstrate how purposeful collaboration among government, the private sector, communities and development partners can unlock lasting economic opportunities. By connecting agriculture with tourism, rural communities can generate employment, preserve local knowledge and contribute to inclusive local economic development.
By connecting agriculture, tourism and enterprise development, this partnership presents an opportunity to turn Uganda’s rural assets into sustainable sources of income and employment. The journey may be shaped by changing visitor demand, limited access to finance, weak business networks and varying levels of enterprise readiness. However, the initiative’s market-led and inclusive approach will enable partners to test solutions, adapt to emerging needs and strengthen what works. The result could be a new generation of rural entrepreneurs who create memorable visitor experiences while preserving local culture and contributing to inclusive economic growth.
This project is financed by Linsi Foundation, Happel Foundation and Canton Aargau, Canton of Basel-Landschaft, among other donors. It is part of the Swisscontact Development Programme, which is co-financed by the Swiss Agency for Development and Cooperation (SDC), and the Federal Department of Foreign Affairs FDFA.