• Capacity building: UCOTA members are trained in various aspects of tourism development such as business skills, guiding, bird watching, hospitality, handcrafts, group dynamics, site management, conservation of natural and cultural resources.

• Marketing: UCOTA members’ tourism products and services become part of international marketing efforts through the Pearls of Uganda program

• Advocacy: UCOTA creates a platform for members’ voices to be heard at all levels.

• Networking: UCOTA’s network brings members, partners and stakeholders together for dialogue and allows members to join forces, giving all interested parties an opportunity to interact.

• Conservation: UCOTA emphasises conservation of natural and cultural resources communities utilise as tourism resources (attractions). Conservation is aimed at attaining sustainability of the projects and minimising negative environmental impact.

• Resource mobilization: UCOTA engages in fundraising activities for both members and the organisation.