Ugandan senior officials are sounding the alarm over negative publicity surrounding Uganda Airlines, warning that the impact is already spilling into the tourism sector through declining bookings.

Speaking at a management retreat in Jinja, Tom Butime stressed that aviation and tourism are tightly linked.

Damage to the airline’s reputation, he argued, doesn’t stop with the carrier — it affects the entire destination brand.

He noted that booking numbers appear to have “declined sharply” and called for a calm, professional handling of institutional matters.

The three-day retreat, organized by the Ministry of Tourism, Wildlife and Antiquities, was held at Crested Crane Hotel under the theme “Reflecting, Transforming and Aligning for Competitive Tourism Destinations.”

It brought together agency heads to assess sector performance, close operational gaps, and sharpen strategy for attracting more visitors.

Butime emphasized that leadership transitions in public institutions should be routine and drama-free.

He contrasted the airline’s public scrutiny with smoother executive changes at bodies like the Uganda Tourism Board and the UgandaWildlife Authority, arguing that unnecessary headlines erode trust in national assets.

Despite current turbulence, there’s a strong positive signal: Uganda’s tourism arrivals in 2025 have surpassed pre-pandemic levels for the first time since COVID-19.

That milestone points to real recovery momentum.

Permanent Secretary Doreen Katusiime described tourism as one of the country’s key “financial pillars,” urging tighter coordination and long-term planning to sustain growth.

For African travel professionals, the lesson is clear: air connectivity is central to destination competitiveness.

When confidence in a national airline weakens, the ripple effects reach tour operators, hotels, safari lodges, and destination marketers.

Uganda’s leadership is sending a firm message — aviation reputation management is not just an airline issue; it is a tourism survival issue.

The retreat is expected to produce a renewed strategic roadmap focused on destination marketing, service standards, conservation, and better use of air connectivity to boost arrivals.

As Uganda works to protect its hard-earned recovery, stakeholders across the travel trade will be watching closely.