As Uganda’s tourism industry continues to grow, a leading expert is urging a shift in focus beyond traditional wildlife tourism.
Professor Joseph Obua, a Tourism lecturer at Makerere University, believes there is immense potential for growth in areas such as agro-tourism, culinary tourism, and urban tourism.
According to Professor Obua, Uganda’s tourism sector has long relied heavily on wildlife attractions, with many tourists drawn to the country’s famous mountain gorillas, lions, and elephants.
While this strategy has achieved moderate success, he argues it has not fully tapped into the industry’s potential.
Currently, Uganda’s tourism sector contributes about 7.7% to the country’s GDP, generating over $1 billion annually.
However, Obua believes that diversification could significantly boost revenue and create more jobs. “It is time to look beyond wildlife and explore other areas of tourism,” he said.
“There is huge potential in agro-tourism, culinary tourism, and urban tourism. These areas need to be prioritized and developed,” Obua emphasized. He also called for more academic involvement, adding, “We need to engage academia to conduct research and predict the potential growth of new tourism products.”
Obua’s call comes as the tourism industry faces challenges such as limited funding and inadequate infrastructure.
Despite these hurdles, he remains optimistic that with the right strategy and investment, Uganda’s tourism sector can thrive.
Lilly Ajarova, CEO of the Uganda Tourism Board (UTB), echoed the need for diversification. She highlighted budget constraints but stressed the importance of collaborative marketing efforts.
“Stakeholders need to understand that everyone has a responsibility to market Destination Uganda. Collaborative marketing will position Uganda as a preferred destination,” Ajarova told The Nile Post.
The Ugandan government is targeting $5 billion in tourism earnings by 2028, aiming to maximize the sector’s economic benefits.
As the tourism industry evolves, innovation and diversification will be crucial to unlocking Uganda’s full potential.
