While undertaking graduate studies in Corporate Governance at Bournemouth University in the United Kingdom, Babra Adoso Vanhelleputte found herself passionately talking about Uganda’s beauty and its impressive people to whomever cared to listen.
Uganda , she recalls, is a country described by Winston Churchill as the ‘Pearl of Africa’ and today is promoted by many as a country ‘Gifted by Nature.’ In 2002, Vanhelleputte returned to Uganda to pursue her career as a corporate secretary. But, working for one of the largest telecommunications companies in Uganda did not quench her passion for tourism, nature, culture, people and adventure. In 2003, she decided to start her own company – Asyanut Safaris and Travel. Today, she is the Managing Director.
With the support of her Belgian husband -- an equal shareholder in the business -- Vanhelleputte invested 30,000 Euros in the business. She rented office space in the center of Uganda’s capital Kampala, purchased two heavy duty vehicles and employed two tour and travel specialists. Four years later, she boasts of an impressive 30 percent annual growth rate, an expanded, multiple-return clientele, a staff of 13, and an additional six tour vehicles.
The secret of Vanhelleputte’s success is her quest for excellence, and her aggressive marketing. She keeps a highly motivated professional staff that ensures customers are given value for their money. She places emphasis on road show marketing, partnership with foreign tourist agencies and participation in numerous trade fairs in Europe, Asia, Russia, Japan and within Africa. In addition, Vanhelleputte maintains an up-to-date, state of the art website http://www.asyanuttours-safaris.com/.
Challenges to Starting the Business
Vanhelleputte cites the constraint of access to credit as a factor hindering business growth in the private sector. Due to high interest rates on credit, she often resorts to the use of personal savings for capital investments, hence placing a burden on her finances. Given that infrastructure in Uganda is not fully developed, she is also forced to invest in a fleet of heavy duty vehicles at a cost of approximately $35,000 each, in order to remain competitive in travel the business.
The Need for Government Intervention
Vanhelleputte hails the government’s construction of several hotels in preparation for the 2007 Commonwealth Head of Government Meeting in Kampala as good support for the tourism industry. The construction has increased the number of hotel beds in Kampala from 500 to 2000. However, she says, more effort should be put into boosting accommodation outside Kampala city. To this end, her company has purchased land near the Windy Impenetrable Forest and, in partnership with other international tourism agencies, she plans to construct camping sites.
{mosimage}“More action from government would make tourism in Uganda more viable,” said Vanhelleputte. “There is good talk on how government intends to put in place beautiful infrastructure, promises to repair roads, yes, work is in the pipeline, but the duration is too long.”
The government should empower the Uganda Travel Board to aggressively market Uganda’s tourism, she says. The Travel Board is an organization under the Ministry of Tourism, Trade and Industry. Its aim is to promote and popularize Uganda as a viable holiday destination both locally and internationally.
“With good budget allocation, [the] Uganda Travel Board can do exploits in promoting Uganda’s endowment – talk about culture, talk about adventure, talk about nature, talk about the people, talk about the environment and climate – its year round summer – so we are so blessed but we are not utilizing our resource.”
The World Bank Group’s Role
On several occasions, because most of her clients are foreign tourists, the World Bank –funded Private Sector Competitiveness Project supported Vanhelleputte in marketing her services to international markets. The project funds 50 percent of the total cost of her participation in marketing events such as exhibitions, road shows and conferences.
source: World Bank.org
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