Uganda’s tourism sector earned a record Shs6.8 trillion ($1.86 billion) in 2025, surpassing pre-pandemic levels and marking a major milestone in the country’s post-COVID-19 economic recovery, government has announced.
The figures were disclosed by the Minister for Finance, Planning and Economic Development Henry Musasizi while presenting the 2026/27 National Budget on Thursday.
According to Musasizi, tourism earnings increased from a low of Shs2.1 trillion ($562 million) in 2020, when global travel restrictions triggered by the COVID-19 pandemic devastated the global tourism industry, to Shs6.8 trillion ($1.86 billion) in 2025.
The latest earnings also exceed the sector’s previous peak of Shs5.2 trillion ($1.4 billion) recorded in the 2018/19 financial year, before the pandemic disrupted international travel.
“This recovery from the lowest receipts of Shs2.1 trillion ($562 million) recorded in 2020 demonstrates growing international confidence in Uganda as a destination for business, investment and leisure,” Musasizi told Parliament.
The performance reinforces tourism’s status as one of Uganda’s leading foreign exchange earners alongside coffee, remittances and gold exports.
The sector directly and indirectly supports hundreds of thousands of livelihoods through hotels, tour operations, transport services, conservation activities, arts and crafts, and cultural enterprises.
The recovery mirrors broader trends reported by the World Tourism Organization, which has noted a strong rebound in global travel following the pandemic.
Uganda’s tourism sector was among the hardest hit during the COVID-19 period, when international arrivals collapsed due to border closures and travel restrictions.
Government attributes the sector’s rebound to intensified destination marketing campaigns and efforts to position Uganda as a competitive tourism destination in international markets.
Among the initiatives highlighted was the continued promotion of the country's attractions under the “Explore Uganda, The Pearl of Africa” campaign, launched in 2022 to replace the long-running "Gifted by Nature" brand.
The campaign has been used to market Uganda's wildlife, culture, adventure tourism, meetings and conferences sector, and investment opportunities.
The campaign has featured heavily at major international tourism expos and trade fairs as Uganda seeks to attract visitors beyond its traditional source markets in Europe and North America.
Musasizi said Uganda’s profile was further boosted through participation in major global tourism exhibitions and promotional events.
He noted that the country received international recognition at the 2026 New York Travel & Adventure Show, where it won the “Best in Show – Africa” award, and at the Outbound Travel Mart in Mumbai, India, where it received the “Best Exquisite Destination Award.”
Tourism officials have increasingly sought to diversify Uganda’s visitor base by targeting emerging markets such as India, China, the Middle East and other parts of Asia, while strengthening ties with established markets.
Government also leveraged international sporting events to market the country, including promotional activities linked to the Africa Cup of Nations tournament held in Morocco.
Uganda is also expected to benefit from heightened international visibility as it prepares to co-host the 2027 AFCON tournament alongside Kenya and Tanzania.
Beyond tourism marketing, government is increasingly integrating economic objectives into Uganda’s foreign policy through the implementation of an Economic and Commercial Diplomacy strategy across all diplomatic missions abroad.
The approach reflects a long-standing policy direction championed by President Yoweri Museveni, who has repeatedly urged Ugandan diplomats to focus on attracting tourists, investors and export opportunities in addition to traditional diplomatic functions.
Under the strategy, Ugandan embassies and high commissions are expected to support tourism promotion, attract foreign direct investment, facilitate trade opportunities and strengthen economic partnerships with host countries.
Musasizi said performance assessments for foreign missions now include economic indicators, reflecting government’s emphasis on using diplomatic networks to advance national development goals.
To support continued growth in visitor arrivals and tourism spending, government has allocated $154 million (Shs567.32 billion) to the tourism sector in the 2026/27 financial year.
Part of the funding will support infrastructure development at key tourism and cultural sites across the country.
Among the projects cited by the minister are the development of cultural heritage sites in Moroto and Dokolo districts, the upgrading of the Rwenzori Central Circuit Trail, and the construction of visitor facilities at the Source of the Nile.
The planned investments come amid growing efforts to diversify Uganda’s tourism offerings beyond gorilla trekking and wildlife safaris. Tourism authorities have in recent years promoted cultural tourism, religious tourism, sports tourism, meetings and conferences, birdwatching, mountain climbing and domestic tourism as additional growth areas.
Musasizi said the investments are intended to improve visitor experiences, expand tourism products and increase the sector’s contribution to economic growth.
“Government remains committed to safeguarding and expanding this vital source of foreign exchange and jobs by increasing investment in tourism infrastructure, security and our Missions Abroad to effectively advance Economic and Commercial Diplomacy,” he said.
The latest earnings figures underscore tourism’s continued importance to Uganda’s economy as government seeks to increase export revenues, create jobs and strengthen the country’s position as a leading destination for leisure, business and cultural tourism in Africa.