Call for Applications: Sustainable Tourism Market Scoping (Uganda)

Deadline: 26-Jun-2026

The United Nations Capital Development Fund (UNCDF), together with the United Nations Development Programme (UNDP) and the European Union (EU), is commissioning a market scoping study focused on sustainable and nature-based tourism Micro, Small, and Medium Enterprises (MSMEs) in Uganda.

The assignment is part of the FinWise Programme, a flagship MSME financing initiative designed to expand access to finance and promote inclusive economic growth.

The study will generate evidence to support:

• Access to finance improvement
• Business development services (BDS) enhancement
• Digital transformation of tourism MSMEs
• Tourism value chain strengthening
• Climate resilience integration
• Women’s economic empowerment
• Sustainable tourism development

FinWise Programme (2024–2029)

FinWise is UNCDF’s flagship programme focused on unlocking capital for micro and small enterprises and startups in Uganda.

It promotes:

• Alternative data-driven finance models
• Blended finance solutions
• Financial inclusion for underserved enterprises
• MSME growth and productivity
• Household income improvement

Tourism Development Programme (2026–2030)

UNCDF and UNDP, funded by the EU, are implementing a four-year tourism sector programme aimed at strengthening Uganda’s sustainable tourism ecosystem.

Key objectives include:

• Strengthening tourism value chains
• Expanding access to finance for MSMEs
• Improving business support services
• Enhancing policy and regulatory frameworks
• Supporting climate-resilient tourism solutions
• Promoting women-led enterprises
• Encouraging investment in sustainable tourism

Purpose of the Market Scoping Study

The study aims to provide a detailed understanding of Uganda’s sustainable tourism MSME ecosystem.

It will identify:

• Market opportunities
• Financing gaps
• Business support needs
• Digital adoption challenges
• Partnership opportunities
• Policy constraints
• Growth trends

Key Assessment Areas

Sustainable Tourism MSME Mapping

The study will map tourism MSMEs across Uganda.

Focus areas include:

• Enterprise types and archetypes
• Geographic distribution
• Business size and growth stage
• Revenue and turnover levels
• Regulatory compliance
• Business models
• Sustainability practices

Access to Finance

The study will assess financing needs and financial ecosystem gaps.

Financial providers include:

• Commercial banks
• Development banks
• Microfinance institutions
• SACCOs
• Fintech companies
• Alternative lenders

Key focus:

• Financing barriers
• Product suitability
• Affordability of finance
• Credit accessibility gaps

Business Development Services (BDS)

BDS refers to non-financial services that support business growth.

Includes:

• Training and capacity building
• Marketing support
• Financial management
• Governance support
• Technical assistance

The study will assess:

• Skills gaps
• Service affordability
• Service accessibility
• Willingness to pay
• Quality of services

Digitalization Assessment

The study will evaluate digital adoption among tourism MSMEs.

Tools assessed:

• Online booking systems
• POS systems
• E-commerce platforms
• Digital marketing tools
• Mobile payment systems
• Supply chain tools

Focus areas:

• Digital adoption levels
• Barriers to technology use
• Digital readiness
• High-impact use cases

Ecosystem and Partnerships

The study will assess the broader tourism ecosystem.

Stakeholders include:

• Government institutions
• Financial institutions
• Tourism associations
• Development partners
• Technology providers

Focus:

• Partnership models
• Ecosystem gaps
• Collaboration opportunities

Women-Owned Enterprises Focus

The study places strong emphasis on women-owned tourism MSMEs.

It will assess:

• Gender-specific barriers
• Access to finance challenges
• Capacity gaps
• Inclusion constraints
• Growth opportunities

Climate-Resilient Tourism

The study will explore climate-smart tourism practices.

Focus areas:

• Renewable energy use
• Eco-tourism models
• Sustainable resource use
• Green technologies
• Climate adaptation strategies

Who is Eligible

Eligible applicants include organizations with expertise in:

• Tourism research
• MSME development
• Financial inclusion
• Market systems analysis
• Digital transformation
• Gender and inclusion
• Climate resilience
• Economic development

Experience required:

• Large-scale market assessments
• Stakeholder engagement
• Evidence-based research

Why This Matters

The study will directly influence future tourism development interventions in Uganda.

Expected impact:

• Improved access to finance
• Stronger MSME competitiveness
• Increased digital adoption
• Better business support systems
• Women empowerment in tourism
• Climate-resilient tourism growth
• Job creation and income growth

How the Assignment Will Work

Step 1: Research and Data Collection

Desk research and review of tourism and MSME data.

Step 2: Stakeholder Engagement

Consultation with:

• Tourism MSMEs
• Financial institutions
• Government agencies
• Development partners

Step 3: Field Assessment

Collection of primary data from tourism enterprises.

Step 4: Gap Analysis

Identification of constraints in finance, skills, and digitalization.

Step 5: Opportunity Mapping

Analysis of market opportunities and partnerships.

Step 6: Recommendations

Development of actionable policy and investment recommendations.

Step 7: Final Report

Submission of comprehensive market scoping report.

Tips for Applicants

Strong proposals should:

• Demonstrate tourism sector expertise
• Show MSME research experience
• Include gender inclusion strategies
• Address digital transformation
• Use strong methodology
• Include stakeholder engagement plan

Common mistakes:

• Weak sector understanding
• Poor methodology design
• Ignoring gender considerations
• Limited stakeholder strategy

FAQ

What is the purpose of the study?

To assess Uganda’s tourism MSME ecosystem and identify financing, digital, and business support gaps.

Who is funding the programme?

The European Union, through UNCDF and UNDP.

What is FinWise?

A UNCDF MSME financing programme (2024–2029) focused on expanding access to finance.

Why focus on tourism MSMEs?

They are key drivers of employment, income generation, and sustainable development in Uganda.

Does the study focus on women entrepreneurs?

Yes, women-owned enterprises are a core focus area.

What is digitalization’s role?

It evaluates how tourism businesses use digital tools to improve operations and market access.

How will results be used?

To design future interventions from 2026–2030 for Uganda’s tourism sector.

Conclusion

This market scoping study will provide critical evidence to strengthen Uganda’s sustainable tourism ecosystem. It will inform financing solutions, digital transformation, business support services, and inclusive growth strategies under UNCDF’s FinWise programme and the EU-supported tourism initiative.

For more information, visit UNDP.