Uganda’s tourism industry is regaining momentum, recording growth in arrivals, earnings, and visitor stays, according to the latest Tourism Development Programme report.
While the recovery has been steady, sector leaders say gaps in infrastructure, marketing, and funding remain, shaping the next phase of development.
The findings were presented at the 3rd Annual Tourism Development Programme Review Conference, held under the theme, “Tourism and Sustainable Transformation.”
Tourism Minister Tom Butime credited government investments for the gains, citing the construction of 250 kilometres of tourism roads, expansion of Entebbe International Airport, and ongoing works at Kabalega International Airport.
Preparations are also underway for a new international airport in Kidepo, Karenga District.
“For the first time, Uganda now has direct flights to the United Kingdom through Uganda Airlines,” Butime said.
He also pointed to conservation efforts, highlighting the management of 22 protected areas, 13 sanctuaries, and four community conservation sites.
“We are developing a wide variety of tourism products across the country to improve individual experiences and customer satisfaction,” he added.
Prime Minister Robinah Nabanja praised the ministry’s performance, which currently stands at 64% of its targets, and expressed optimism that results would surpass 80% by the end of the government’s term.
“This meeting is timely and aligns with our goal of positioning Uganda as the preferred tourism destination,” Nabanja said.
“Tourism is an inclusive sector with huge potential for job creation and income generation, especially in rural areas. We are involving local governments more, ensuring that actors in rural areas access services and technical support.”
According to Geoffrey Sseremba, Undersecretary at the Ministry of Tourism speaking on behalf of Permanent Secretary Doreen Katusiime, Uganda recorded a 7.7% rise in international tourist arrivals in 2024, reaching 1.37 million.
Tourism earnings climbed to 4.8 trillion shillings, contributing 5.7% to GDP.
The sector supported over 803,000 jobs directly, while domestic tourism expanded to 2.8 million trips, generating 5 trillion shillings in household expenditure.
Hotel occupancy rose to 53%, signaling investor confidence.
Tourism, he said, is recognized in both the National Development Plan III (NDP3) and NDP4 as a key driver of socio-economic transformation.
The current review marks the final year of NDP3 and will shape evidence-based priorities for 2026/2027 under NDP4.
Despite the gains, challenges remain. The sector received only a fraction of its allocated funding under NDP3, leaving some infrastructure projects incomplete.
Heritage sites, aerodromes, and access roads still require urgent attention.
Human-wildlife conflicts, declining species populations, and service quality gaps also persist, with only 41% of tourism facilities meeting approved standards.
“These challenges require stronger collaboration, enhanced resource mobilization, and innovative solutions,” Sseremba said.
Looking ahead, priorities under NDP4 will include scaling up global marketing to strengthen Uganda’s brand, expanding infrastructure such as aerodromes and museums, diversifying products into cultural, faith-based, agro, and sports tourism, and leveraging digital platforms to attract eco-conscious travelers.
Daniel Irunga, Senior Marketing Manager at the Uganda Tourism Board, said the new national destination marketing strategy, launched in May, would guide Uganda toward long-term growth.
“The strategy is built on sustainability — focusing on value over volume. It is no longer just about how many people visit, but how much they bring in,” Irunga explained.
“Uganda is more than a destination for tourists; it is a journey for travelers — the adventure of a lifetime. By inspiring visitors to stay longer and spend more, our earnings will rise significantly.”
He underscored the importance of public-private partnerships.
“Uganda has a rare depth — from the highest mountains and endless savannahs to the impenetrable forests. Our people, culture, and heritage make us unique, and these stories must be told,” Irunga said.
As Uganda positions itself for the next phase under NDP4, the focus will be on transforming its natural beauty, culture, and heritage into a globally competitive brand.
Government, private actors, and local communities are being urged to work together, tell Uganda’s story boldly, and invest in sustainable practices to ensure the Pearl of Africa continues to shine for generations to come.