In a significant boost to Uganda’s tourism industry, the Uganda Tourism Association (UTA) and telecommunications giant MTN Uganda have officially launched a strategic partnership aimed at transforming the country’s tourism landscape.
The collaboration, announced on June 13th, 2025, via a high-profile meeting at MTN’s headquarters, marks a new era of public-private cooperation to position Uganda as a premier travel destination both regionally and globally.
The partnership leverages MTN Uganda’s extensive digital infrastructure, including its widely-used MoMo Pay platform and innovative ticketing systems, to streamline financial transactions and enhance visitor experiences across the tourism value chain.
MTN Uganda, a subsidiary of the MTN Group established in 1998, is a leading telecommunications provider in Uganda, operating a 900MHz and 1800MHz network with over 20 million subscribers in Uganda as of 2025.
Known for its pioneering Mobile Money Transfer (MMT) service launched in 2009, MTN Uganda invests heavily in rural connectivity, with a recent $700,000 commitment to expand its last-mile distribution network, targeting farmers and refugees, as per United Nations Development Programme reports.
Drawing inspiration from the success of M-Pesa in Kenya, a mobile-based payment service launched in 2005 that registered 17 million accounts by 2012 and reduced poverty through financial access (per a 2016 Suri and Jack study), MTN’s MoMo Pay aims to replicate this model in Uganda’s tourism sector.
According to a 2023 Journal of Sustainable Tourism study, the integration of digital payment systems in developing economies can increase tourist spending by up to 15%, a trend Uganda Tourism Association (UTA) and MTN aim to capitalize on. Key initiatives include:
Seamless Payment Gateways:
Simplifying transactions for tourists and local businesses with integrated collection accounts.
Ticketing Platforms:
Enabling event organizers to reach broader audiences with efficient digital ticketing.
Expanded MoMo Pay Services:
Extending mobile money solutions to tourism enterprises nationwide.
Joint Marketing Campaigns:
Targeting local and international markets to boost Uganda’s global appeal.
Digital Infrastructure Rollout:
Enhancing connectivity at tourist attractions across the country.
Leadership and Commitment from Uganda Tourism Association (UTA)
Leading the charge is Uganda Tourism Association (UTA) President Yewagnesh Biriggwa, who assumed office in June 2024 with a strong diplomatic background.
Uganda Tourism Association (UTA Uganda) established as the umbrella body for Uganda’s private tourism sector, unites over 300 members across various trade associations, including The Uganda Association of Travel Agents (TUGATA) and the Association of Ugandan Women in Tourism Trade (AUWOTT).
Founded with a mandate to foster stakeholder collaboration and sustainable tourism advocacy, Uganda Tourism Association has been instrumental in training programs and partnerships with international bodies like the World Tourism Organization.
This collaboration aligns with the Uganda Tourism Board’s recent crackdown on unlicensed facilities since November 2024, reinforcing Uganda Tourism Association’s mission to enhance industry credibility and competitiveness.
MTN Uganda’s decision to join Uganda Tourism Association (UTA) as a corporate member signals a deep commitment, with tailored products and services poised to drive tourism development.
This partnership challenges the traditional view of tourism as a government-led endeavor, echoing findings from a 2022 Emerald Insight study on Ugandan public-private partnerships (PPPs).
The study revealed that collaborative stakeholder models can improve environmental sustainability by up to 20% through shared green certification programs.
Uganda Tourism Association (UTA) and MTN Uganda plan to prioritize eco-friendly technologies and joint ventures, setting a benchmark for sustainable tourism development in East Africa.
As Uganda prepares to host the East African Tourism Expo later this year, this collaboration positions the country to attract a record number of visitors.
Uganda Tourism Industry experts predict that the UTA-MTN alliance could generate millions in additional revenue, supporting local economies and creating thousands of jobs.
With Airtel Uganda reportedly considering a similar partnership, the stage is set for a competitive yet collaborative future in Uganda’s tourism sector.
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