In this wide-ranging interview with CEO East Africa Magazine, Jean Byamugisha, the Executive Director of the Uganda Hotel Owners Association (UHOA), offers an insider’s perspective on why uptake remains low, the real barriers facing hotel owners, and how UHOA and UTB are working to turn grading into a shared journey toward higher standards, better service, and greater competitiveness for Uganda’s hospitality industry.
Why have the majority of your members not submitted to the grading process despite repeated calls from UTB and the Ministry of Tourism?
Many of our members have not yet submitted to the grading process, mainly because of three key factors. First, there’s still limited awareness about the value and benefits of grading — many hoteliers perceive it as a regulatory exercise rather than an opportunity to improve their competitiveness. Second, the cost of compliance remains a major challenge. Upgrading facilities, training staff, and paying grading fees are quite expensive, especially for small and medium hotels that are still recovering from the COVID-19 period. And third, there’s a feeling among operators that the process offers little incentive — they don’t see immediate returns such as better marketing exposure, government support, or access to incentives for graded establishments. As UHOA, we believe a phased and supportive approach is needed — one that combines awareness campaigns, subsidised grading costs, and clear benefits for compliance. That would greatly improve uptake across the country.
What are the specific concerns hotel owners raise—costs, risk of low star ratings, or regulatory burdens—that prevent compliance?
Hotel owners have raised several concerns. The first is cost —the expenses required to upgrade facilities to meet UTB standards can be quite high for smaller hotels. Second is the fear of low star ratings, which some worry might negatively affect their reputation or bookings, especially when their properties are still developing. And third, there’s concern about regulatory burdens — the perception that grading adds another layer of inspection and paperwork without clear, tangible benefits. Most owners say they’d be more willing to comply if the process were more supportive — with affordable fees, clearer communication, and incentives for those who meet the standards.
Do you acknowledge that by refusing to grade, your members are undermining Uganda’s tourism reputation and competitiveness?
I wouldn’t say our members are refusing grading — rather, many are struggling to meet the requirements due to financial and structural challenges. We fully acknowledge that grading is vital for Uganda’s tourism image and competitiveness, and UHOA strongly supports it. However, to achieve full compliance, we need a more enabling environment — one that helps hotels meet the standards through training and sensitisation, affordable fees, and incentives. Once hoteliers see grading as a partnership for growth rather than a penalty, we’ll see much higher participation and improved quality across the sector.
As the umbrella body of hoteliers, what responsibility does UHOA take for the slow progress in grading?
As the umbrella body for hoteliers, we do take responsibility for the slow progress in grading. We recognise that we could have done more in terms of sensitisation, continuous follow-up, and helping members understand the long-term value of being graded. That said, we are now addressing this proactively. UHOA has signed an MOU with UTB to develop joint awareness campaigns, sensitisation workshops, explore subsidised grading fees, and create incentives for compliant hotels. Our goal is to ensure that every member sees grading not as a burden, but as a vital investment in quality and competitiveness for Uganda’s tourism sector.
How does UHOA justify marketing Uganda as a credible destination when most of its members’ hotels are not graded?
While not all hotels are graded yet, UHOA focuses on continuous improvement and quality assurance among its members. We encourage best practices, capacity building, and training to ensure guests receive reliable service even as formal grading catches up. Our marketing emphasises Uganda’s unique hospitality, diversity, and safety — qualities our members uphold daily. At the same time, we’re working closely with UTB to fast-track grading so that, over time, our marketing fully aligns with internationally recognised standards.”
What steps have you taken under your MoU with UTB to mobilise members, and why has uptake remained so low?
Under our MoU with UTB, UHOA has engaged members through workshops, meetings, and guidance on hotel grading. As we speak, UHOA is in the field working closely with UTB in the sensitisation exercise for grading and classification. As already mentioned, uptake remains low due to costs, fear of low ratings, and operational challenges. We are working closely with UTB to overcome these barriers and ensure more hotels meet national standards.
Has UHOA set any internal targets or timelines to ensure members comply with grading requirements? If not, why not?
UHOA has not yet established specific internal targets or timelines for member compliance with grading requirements. This is primarily due to the voluntary nature of grading and the varied capacity of member hotels to meet the required standards. Many hotels face challenges such as financial constraints, staffing limitations, and infrastructural gaps, which affect their ability to comply within a set timeframe. UHOA continues to advocate for member participation through awareness campaigns, technical guidance, and engagement with UTB, but recognises that mandating internal timelines could be counterproductive without adequate support mechanisms in place.
What strategies or incentives do you plan to introduce to fast-track compliance—beyond waiting for UTB’s enforcement?
Uganda Targets Swiss Luxury Tourism Visitors in Bern And Zurich ExposUHOA plans to fast-track compliance by combining awareness campaigns, workshops, and guidance on the grading process with incentives such as marketing support for graded hotels, financial facilitation where possible (in partnership with UDB), and peer mentorship from early adopters.
How will you address the perception that UHOA is shielding non-compliant hotel owners, instead of championing higher standards?
That is a very wrong perception. UHOA always operates within the law and under the guidance of the Tourism Act. UHOA is committed to championing higher standards. While we provide support and guidance to help members comply, we do not shield non-compliance. Our focus is on education, incentives, and monitoring to ensure members understand the value of grading, while actively encouraging all hotels to meet the required standards.
How does UHOA respond to fears that Uganda is losing out to Kenya, Tanzania, and Rwanda because of weak grading standards?
Uganda offers a unique tourism product to its EAC neighbours. UHOA works very closely with the EAC under the EABC and fosters a spirit of collaboration rather than competition. That being said, UHOA recognises the importance of strong grading standards in maintaining Uganda’s competitiveness. We are actively working to accelerate compliance through member education, incentives, and support, while collaborating closely with UTB to ensure hotels meet international standards. Our goal is to enhance service quality, boost tourist confidence, and position Uganda on par with regional competitors.
With MICE tourism requiring a minimum of three-star hotels, how can Uganda realistically attract such business if most hotels remain ungraded?
UHOA acknowledges that MICE tourism relies on high-standard accommodations. To address this, we are fast-tracking hotel grading by supporting members with guidance, incentives, and awareness on the benefits of compliance. By increasing the number of graded hotels, we aim to create a reliable pool of three-star and above establishments, making Uganda more competitive and attractive for MICE events.
In your view, what risks does Uganda face in continuing to market itself with only about 20% of hotels graded?
Marketing Uganda, with only around 20% of hotels graded, poses significant risks. It can undermine tourist confidence, harm the country’s reputation for quality and reliability, reduce competitiveness in the regional market, and limit opportunities in high-value segments like MICE tourism. Ensuring more hotels are graded is critical to safeguarding Uganda’s brand and attracting discerning visitors.
What concrete commitments is UHOA making to UTB and to the government to avoid endless delays in grading?
UHOA is committed to actively supporting UTB and the government by:
- setting internal timelines for member compliance,
- conducting targeted awareness and training programs,
- providing guidance on the grading process,
- and monitoring progress closely.
- We are also promoting incentives (like the Independence Day campaign in partnership with UTB) for members to fast-track grading, ensuring that delays are minimised and more hotels achieve the required standards promptly.
Is UHOA open to supporting stricter enforcement mechanisms—including possible penalties—for members who refuse grading?
UHOA supports a balanced approach. While we prioritise education, guidance, and incentives to encourage compliance, down the road, we are open to collaborating with UTB on appropriate enforcement measures for members who persistently refuse grading, ensuring fairness while protecting Uganda’s tourism standards.
How do you intend to balance hotel owners’ concerns with Uganda’s urgent need to present a credible, competitive tourism brand?
UHOA aims to balance members’ concerns with Uganda’s tourism goals by combining support and incentives for hotels with clear expectations on grading compliance. Through education, guidance, and internal monitoring, we help members overcome challenges while ensuring that Uganda presents a credible and competitive tourism brand to the world.
