Experts are urging increased investment in agro-tourism and cultural tourism to diversify Uganda’s tourism sector and boost economic growth.
While Uganda is globally recognized for its wildlife and national parks, industry stakeholders believe agriculture and cultural heritage offer untapped opportunities that could significantly contribute to national revenue and job creation.
According to Eunice Tworekirwe, Principal Communications Officer at the Ministry of Tourism, Wildlife, and Antiquities, Uganda must expand its tourism portfolio beyond wildlife conservation.
“Tourism is not only about visiting parks or wildlife conservation; there is also agro and cultural tourism that we need to sell to the international community,” she said.
Agro-tourism, which allows visitors to engage in farming activities, is gaining popularity in Uganda.
One notable success story is Kabeihura Farmers Limited in Bushenyi District, which has started attracting local tourists. Eriyabu Muhozi, the farm’s proprietor, says business is thriving not just from tourism but also from exports.
“We have started attracting local tourists, and the business is yielding because we are now supplying our products beyond Uganda, including to the Democratic Republic of Congo,” Muhozi noted.
Kabeihura currently employs 100 workers, demonstrating how agro-tourism can create jobs and drive rural development.
Experts estimate that if fully supported, agro-tourism could generate over 100,000 jobs by 2030, strengthening Uganda’s agricultural sector while enhancing tourism revenue.
Beyond agriculture, stakeholders are advocating for increased investment in cultural tourism, which showcases Uganda’s rich traditions and ethnic diversity.
Mary Mugyenyi, an East African Legislative Assembly (EALA) MP and proprietor of Nsehenyi Cultural Village in Ntungamo District, believes Uganda’s cultural heritage remains largely underutilized in tourism promotion.
“Uganda has different good cultural beliefs which we need to amplify and make them tourist attractions,” Mugyenyi emphasized.
Cultural tourism allows visitors to immerse themselves in traditional music, dance, storytelling, and cuisine, offering a unique experience beyond mainstream tourism activities.
Countries like Rwanda and Kenya have successfully marketed cultural tourism, attracting thousands of international visitors annually. Uganda has the potential to follow suit if more investments are made in cultural sites, festivals, and heritage centers.
Uganda’s tourism industry currently generates $1.6 billion annually, contributing 7.7% to GDP.
However, agro and cultural tourism remain underdeveloped.
According to the Uganda Tourism Board (UTB), if properly marketed, these sectors could generate an additional $500 million annually, benefiting both urban and rural communities.
To fully unlock the potential of agro and cultural tourism, experts urged government to support to invest in infrastructure such as roads and farm-based accommodations and offering tax incentives to encourage farmers and cultural entrepreneurs to expand into tourism among others
“By embracing a diverse tourism strategy, Uganda can attract more visitors, create sustainable employment, and ensure that both agriculture and cultural heritage play a key role in economic development.”