Uganda Tourism Board (UTB) CEO Juliana Kagwa has positioned Uganda as a premier African destination offering a complete and diverse tourist experience, far beyond its renowned wildlife attractions.
Speaking during a joint event on Friday, hosted in partnership with the Netherlands Embassy in Uganda and Adventure Tourism Uganda, Kagwa emphasized that Uganda offers what she described as a “360-degree” adventure for tourists.
“Africa boasts some of the richest biodiversity on Earth, and Uganda stands out not just for its wildlife, but for the full package,” Kagwa said. “We are proud to offer the 'Big Seven' — the traditional Big Five found in countries like Kenya, plus chimpanzees and mountain gorillas.”
She highlighted Uganda’s rich cultural heritage, adventure tourism opportunities, and diverse landscapes as unique selling points for the country’s tourism sector. “It’s not enough to see the gorillas or lions. We want visitors to immerse themselves in our culture, our landscapes, and our adventures,” Kagwa added.
She cited Rwenzori Mountains — known for their rugged terrain and six distinct ranges — and white-water rafting along the Nile River as key attractions for adventure seekers. “Each mountain range in Rwenzori offers a unique climbing experience. And the Nile, one of the longest rivers in the world, offers unmatched opportunities for rafting.”
Kagwa revealed that UTB is working closely with stakeholders to expand Uganda’s tourism product offering, with a target to grow annual visitor numbers from the current 1.3 million to 3 million by 2027.
“Tourism currently contributes about 6% to Uganda’s GDP. Our goal is to push this to 10% in the next three years. Reaching 3 million visitors annually is the tipping point to help us achieve sustained momentum,” she noted.
Netherlands Pledges Continued Support
Bouwe-Jan Smeding, Deputy Head of Mission at the Netherlands Embassy, expressed his country’s continued commitment to supporting Uganda’s tourism sector.
“This country is more than just snow-capped mountains and scenic villages. With Uganda’s youthful population, tourism has enormous potential for job creation and sustainable economic growth,” he said.
Smeding also pointed to ongoing Dutch support, including training for Ugandan tour operators and exposure opportunities in European markets.
Spotlighting Uganda’s Untapped Adventure Tourism
Martijn Harlaar, Director of Eye Opener Works — the team behind Adventure Uganda magazine — said the publication aims to spotlight lesser-known experiences across the country.
“There are so many ways to discover Uganda that remain largely untapped. For the past five years, we’ve been working with partners to develop and promote adventure tourism products that deserve global attention,” Harlaar said.
The magazine’s launch marks a new chapter in efforts to reposition Uganda as a leading destination for adventure travel, nature exploration, and cultural immersion.