Stakeholders globally participate in the conservation and management of wetland resources. They play different roles with divergent motives. Wetlands are recognised as biodiversity hotspots supporting over 40% of plants and animal species. In Uganda, the roles and motivations in wetland management are less studied, and hence, this study focuses on Lutembe Bay wetland. Thirty participants were interviewed for this qualitative case study. Thematic analysis was used to analyse the data generated. Results highlight that stakeholders include community members, businesspeople, government bureaucrats, and intermediaries. Their roles ranged from wetland use, governance, and policy-making. The roles were motivated by the need to increase access to water, improve livelihoods, economic gain, infrastructure development, and conservation. There is need for behaviour changes and making conscious choices to achieve National and Sustainable Development Goals. Wetlands need to be conserved, though there are still conflicts and disagreements regarding their management in Uganda.