Uganda, a landlocked country in east - central Africa, w known as “The Pearl of Africa” famous for its vibrant culture, wildlife, diverse, stunning natural landscapes encompasses the snow - capped Rwenzori Mountains and immense Lake Victoria, a prime destination for birdwatching, gorilla trekking and exploring ecosystems like rainforests and savannah received the support of the European Union to enhance its tourism sector with the launch of the SB4U 2.0, a Sustainable, Trade and Digital Investment Development project.
This €8 million initiative conceived in 2024 and running until 2028 aligns with Uganda's National Development Plan IV which reflects a bold and focused approach to addressing the country's most pressing development challenges.
The project is designed to boost inclusive economic growth by supporting eco - tourism, improving infrastructure, fostering green job creation and it also seeks to enhance competitiveness in both regional and international tourism markets.
A key focus of SB4U 2.0 project is to address underlying constraints in Uganda's tourism industry like the structural impediments that historically stymied the country's development such as a poor connectivity, an insufficient access to global digital platforms and environmental sustainability.
The initiative will support tourism and the SMEs, small and medium - enterprises, providing digital marketing tools, e - commerce resources, smart infrastructure investment to increase brand visibility and operational efficiency, opportunities for the discoverability and bookability of Uganda's tourism brands on the international markets.
The project also aims to open employment for youth in in rural and peri - urban areas in the country, and tourism can be an appeal both as job opportunity and as a way of preservation of culture.
The programme will help to develop vocational training and upskilling digital marketing, eco - tourism and hospitality management, which are also aimed at long - term capacity - building in the sector.
By leveraging the country's natural attractions and trade relationship with the European Union, the programme also has the mission to promote Uganda as a sustainable and globally connected tourism destination.
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