WELCOME REMARKS BY CEO PCF SECRETARIAT, IRENE BIRUNGI MUGISHA AT THE LAUNCH OF THE 6TH BIANNUAL CEO RETREAT ON TUESDAY, 19TH AUGUST 2025 AT UGANDA MEDIA CENTER
It is my honor to officially launch this year’s 6th Biannual CEO Retreat Series, under the theme: “Transforming Uganda into a Preferred Tourist Destination; Enhancing public-private sector investment in infrastructure, Conservation, digitalisation, product diversification, marketing, and tourist safety” The Retreat will take place from 9th to 11th September, at the iconic Mountains of the Moon Hotel in Fort Portal.
The Private Sector Foundation (PCF) is a policy advocacy platform that translates private-sector insight into actionable policy. Our role is to convene, listen, and gather evidence from industry leaders, then synthesise practical reform proposals. These are presented with clear timelines and accountability directly to His Excellency the President and relevant Ministries, Departments, and Agencies (MDAs) for implementation.
Over the coming weeks, we will engage key stakeholders across the tourism value chain—including MDAs, CEOs in tourism services, and players from Uganda’s creative economy. Together, we aim to unlock investment, create jobs, and strengthen our national brand. Today, we invite the entire country to follow this journey—and partner with us—to move from intent to delivery.
This year’s series will include four strategic stakeholder engagements leading up to the main Retreat, which will be hosted by His Excellency, the President of Uganda.
1. Media Launch – Tuesday, August 19th
We begin with you—the Fourth Estate—our indispensable partners in creating awareness, shaping perception, and championing national interest. Your role is vital in telling Uganda’s story. We need your voices, your platforms, and your reach to mobilise the country behind this agenda. Let us amplify the message that Uganda is ready to become Africa’s most compelling tourism destination.“Tourism begins with storytelling. If we don’t tell our story, someone else will—and they may not tell it right.”
We begin with you—the Fourth Estate—our indispensable partners in creating awareness, shaping perception, and championing national interest. Your role is vital in telling Uganda’s story. We need your voices, your platforms, and your reach to mobilise the country behind this agenda. Let us amplify the message that Uganda is ready to become Africa’s most compelling tourism destination.“Tourism begins with storytelling. If we don’t tell our story, someone else will—and they may not tell it right.”
2. High-Level Dialogue with Top Tourism Investors – Thursday, August 21st
On Thursday, we convene Uganda’s leading tourism investors to hear their perspectives and draw from their experience. We will focus on:
- What is working—and what is not.
- What reforms can unlock capital and growth.
- How public-private partnerships can scale hospitality, conservation, and tourism innovation. These are the entrepreneurs who’ve bet on Uganda—we must listen and respond with enabling policy.
3. Creative Industry Forum – Friday, August 22nd
On Friday, we turn to Uganda’s vibrant creative industry—our musicians, filmmakers, designers, and digital content creators. They are not just artists; they are cultural ambassadors and tourism influencers. Their role in branding Uganda, both domestically and globally, is pivotal. We will explore how to:
- Integrate creatives into tourism marketing.
- Build creative tourism products.
- Support youth-led innovation in the cultural economy. “Wherever you go becomes a part of you somehow.” – Anita Desai. Let’s ensure Uganda leaves that lasting impression.
4. National Tourism Stakeholders Convening – Friday, August 29th
This will be the largest and most inclusive forum, bringing together all players in the tourism value chain:
- Tour operators, hoteliers, airlines
- Conservation agencies, park managers
- Local governments, artisans, and guides
We will focus on how tourism attracts resources, creates employment, and stimulates MSMEs across the country. This session is about unity, collaboration, and putting “Destination Uganda” first.
5. High-Level Planning Session Chaired by the Prime Minister – Thursday, September 4th
This session will serve as the final policy and institutional alignment meeting, chaired by the Right Honourable Prime Minister. It will consolidate the insights from all prior engagements and confirm key commitments to be presented at the Retreat. We want to go into the Retreat not just with ideas—but with ready-to-implement action points, supported by both public and private actors.
The Grand Finale: 6th Biannual CEO Retreat – September 9th to 11th.
Hosted by His Excellency the President, this 3-day Retreat in Fort Portal will mark the culmination of our journey. It will be a focused and results-driven engagement to:
The Grand Finale: 6th Biannual CEO Retreat – September 9th to 11th.
Hosted by His Excellency the President, this 3-day Retreat in Fort Portal will mark the culmination of our journey. It will be a focused and results-driven engagement to:
- Align national policy with private-sector priorities
- Announce clear reform timelines
Launch initiatives to grow tourism and Uganda’s creative economy.
This is more than a conversation—it is a moment of action. This is a moment of delivery. Uganda’s competitive edge lies in its unique natural and cultural assets and its untapped potential. With government, investors, creatives, and communities working in unity, we have a real opportunity to make Uganda the most compelling and most repeatable destination in Africa.
This is more than a conversation—it is a moment of action. This is a moment of delivery. Uganda’s competitive edge lies in its unique natural and cultural assets and its untapped potential. With government, investors, creatives, and communities working in unity, we have a real opportunity to make Uganda the most compelling and most repeatable destination in Africa.
At PCF, we are ready to lead that journey—together with all of you.
IBM