In a milestone moment for Uganda’s travel industry, the Association of Uganda Tour Operators (AUTO) marked its 30th anniversary with a gala event in Kampala, under the banner “Roots and Routes: 30 Years of Tourism Excellence.” Founded in 1995, when Uganda’s tourism sector was still a fledgling industry, AUTO has grown into one of the country’s most influential trade associations — and this celebration was a time to reflect, rejoice, and recommit.
From Humble Beginnings
In 1995, Uganda’s tourism landscape was very different: visitor numbers were low, infrastructure limited, and professional tour operations few. Into this context, a small group of pioneering tour operators came together with a vision — to build professionalism, unity and a collective voice. That organisation was AUTO.
Over three decades AUTO has grown to represent more than 400 licensed tour operators in Uganda — a dramatic expansion from its modest founding membership. During those years Uganda’s annual visitor arrivals surged from around 420,000 in the 1990s to over 1.3 million today — a testament both to the country’s rising profile and the role of industry players in making that happen.
A Night of Celebration & Vision
The anniversary dinner, held at the Mestil Hotel in Kampala, brought together seasoned veterans, government officials, and the next generation of tour operators. With the theme “Roots and Routes”, the event celebrated the industry’s heritage and looked ahead to its future.
Civy R. N. Tumusiime, the AUTO Chairperson re-elected for another term, described the occasion as “a moment of profound joy, humility and pride”. She recalled how the founding operators had set out to unify Uganda’s tour industry under one banner of professionalism and sustainability. And she emphasised that AUTO had evolved into “a respected national body, a partner in Uganda’s tourism development, a champion of conservation and a bridge between the private sector, government and international partners.”
Meanwhile Matilda Iremera, the AUTO CEO, acknowledged the many who “carried the torch when no one else would”. She credited the milestone to “30 years of grit, growth and vision”. And she noted that while the celebration honoured the past, it was also a call to action: to invest further in infrastructure, manage reputation internationally and deepen youth participation.
Key Pillars of AUTO’s Impact
Several themes repeatedly surfaced during the celebration — each underpinning AUTO’s contribution to Uganda’s tourism sector:
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Professional standards & credibility: AUTO ensures that its members are licensed and adhere to defined ethical and service standards. This helps build trust with international travellers and protects Uganda’s brand.
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Advocacy & industry voice: Being a collective body, AUTO has served as a representative voice for tour operators in engagements with the Uganda Tourism Board (UTB), the Uganda Wildlife Authority (UWA) and government ministries.
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Growth & capacity-building: From training and networking to participation in international travel fairs, AUTO members benefit from platforms that enhance their competitiveness.
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Sustainable tourism & conservation: AUTO has aligned itself with broader national efforts to advance responsible tourism — ensuring that wildlife, communities and natural heritage are protected even as tourism expands.
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Market credibility & visitor confidence: For travellers, choosing an AUTO-member tour operator is a sign of reliability. As one travel forum observed: booking with an operator listed by AUTO gives a “bonus” of credibility.
Looking Ahead: The Next 30 Years
As AUTO enters its fourth decade, the tone of the celebration was forward-looking. Chairperson Tumusiime and CEO Iremera both pledged to expand youth engagement, harness innovation and promote Uganda as the true “Pearl of Africa” in the hearts of travellers worldwide.
They also flagged critical areas for further work: improving infrastructure (such as roads and accommodation), enhancing Uganda’s international reputation, and continuing to eliminate “brief-case” operators who lack licences or proper credentials — thus protecting both tourists and the industry’s integrity.
What It Means for You (as a traveller or tour operator)
For travellers:
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Choosing a tour operator who is an AUTO member offers increased confidence around licensing, quality standards and ethical practices.
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You’re more likely to get support if things go wrong, thanks to the association’s mechanisms for oversight.
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You become part of a tourism ecosystem that cares about community benefit and conservation, not just the transactional trip.
For tour operators and stakeholders in Uganda like yourself (Johnson) who specialise in safari, travel writing and regional experiences:
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AUTO membership signals credibility and access to networks, events and partnerships that can help grow your business.
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Aligning your product and website messaging with the professionalism, sustainability and heritage themes that AUTO emphasises can help your brand stand out.
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Celebrating milestones like this offers story-opportunities and marketing hooks (for example: “Working with an AUTO-accredited operator” or “Join us as we honour 30 years of tourism excellence”).
The 30-year journey of the Association of Uganda Tour Operators is much more than a trade body anniversary. It symbolises how far Uganda’s tourism industry has come — from tentative beginnings to being a globally recognised safari destination. And it serves as a reminder that behind the wildlife, lodges and adventure lies a professional ecosystem striving for excellence, sustainability and collective growth.
