Uganda Shifts Tourism Focus to Culture, Heritage

Uganda is shifting its tourism focus towards culture and heritage as the country seeks to diversify its tourism products beyond wildlife and attract more visitors to lesser-known destinations.

The shift will take centre stage on September 27 when Uganda hosts this year’s World Tourism Day celebrations in Mbale, with the Bugisu region expected to showcase its culture, coffee, food, initiation ceremonies and other heritage attractions. The Ministry of Tourism has confirmed Mbale City as the host of the national celebrations.

Juliana Kagwa, chief executive officer of the Uganda Tourism Board, said the country is now seeking to promote the cultural and heritage wealth of communities that have received less attention in Uganda’s traditional tourism marketing.

“We are now diving deep into the culture, heritage, and providence of our people,” Kagwa said.

“This is the time for the Bagisu and all the other communities living there to showcase everything that makes you special: your coffee, your initiation ceremonies, your food, everything,” she added.

Kagwa said the World Tourism Day celebrations provide an opportunity for communities in eastern Uganda to present their attractions to both domestic and international visitors.

“This is your time to shine,” she told communities in Bugisu, adding that the tourism sector, supported by traditional and social media, would help showcase the region.

The decision to hold the celebrations in Mbale is part of a broader effort to rotate the national tourism spotlight to destinations outside Uganda’s traditional tourism circuit.

The Ministry of Tourism said activities planned for the celebrations include a cultural festival, regional conference, exhibitions, sports competitions and exploration of attractions in the Elgon region.

Doreen Katusiime, Permanent Secretary in the Ministry of Tourism, Wildlife and Antiquities, said the strong response to the launch of the celebrations demonstrates growing interest in Uganda’s tourism potential.

“We certainly underestimated the massive turn out,” Katusiime said. “But we are thrilled by such a strong response.”

The push to diversify Uganda’s tourism products comes as the sector continues to make a significant contribution to the economy.

A recent sector performance report shows that tourism contributed 6.6 per cent of Uganda’s GDP in the financial year 2024/25. The sector also accounted for 7.2 per cent of total employment, although this was below the government’s target of 8.5 per cent.

The figures highlight the economic importance of expanding the tourism sector and creating more opportunities for communities to benefit from tourism activities.

Uganda also recorded growth in international arrivals and tourism earnings in the first half of 2026. Between January and June, the country received 739,850 international visitors, representing a 3.7 per cent increase compared with the same period last year.

Tourism receipts during the period increased by 25.6 per cent to about Shs2.3 trillion, while the average length of stay increased from 7.4 nights to 8.3 nights.

However, visitation to national parks recorded a slight decline, highlighting the need to diversify the country’s tourism offering and promote attractions beyond the traditional wildlife experience.

The eastern region offers opportunities to achieve this through attractions around Mount Elgon, Sipi Falls, Bugisu culture and coffee-growing communities.

The cultural tourism push will also be accompanied by increased use of digital technology and artificial intelligence in tourism promotion.

Issa Kato, Vice President of the Uganda Tourism Association, said digital platforms and artificial intelligence are increasingly influencing tourists before they make decisions about destinations.

“Before a guest even chooses Uganda, the internet and AI are already guiding their choices,” Kato said.

Doreen Katusiime also urged established tourism businesses to support smaller operators in adopting digital technologies so that they are not left behind.

“I call upon those already benefiting from technology to hand hold the smaller operators, share knowledge, and mentor one another so that no tourism business is left behind,” she said.

President Yoweri Museveni is expected to attend the celebrations on September 27, adding national prominence to the event.

The government has also announced free access to eight national parks for Ugandan citizens from September 25 to 27 as part of activities surrounding the World Tourism Day celebrations.

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