Uganda’s tourism sector continues to recover, with tourist arrivals increasing by 7.7 percent to 1.37 million in 2024, up from 1.27 million in 2023. Similarly, tourism earnings rose by 26 percent to USD 1.28 billion in 2024, compared to USD 1.02 billion the previous year. This growth reflects the success of coordinated efforts by the Uganda Tourism Board (UTB), the Ministry of Tourism, Wildlife and Antiquities, private sector players, and other stakeholders who have actively promoted Uganda through international “Explore Uganda” campaigns targeting high-value markets in the USA, Canada, and the United Kingdom.
As a result of these campaigns, interest in Uganda has grown significantly, with year-on-year increases of 33 percent from the United Kingdom, 19 percent from Canada, and 5 percent from the USA. In addition to international efforts, the government has promoted domestic tourism under the theme “Uniquely Ours,” leading to a 15.7 percent increase in national park visits, reaching 244,843 domestic tourists in 2024.
This surge in domestic tourism marks a shift from a previously overlooked segment to a powerful driver of economic activity and cultural appreciation. The growth began during the global travel disruptions caused by the COVID-19 pandemic and economic uncertainties that affected international tourism flows. In response, the government encouraged Ugandans to explore their own country, rediscovering its beauty, diversity, and adventure—from the misty peaks of the Rwenzori Mountains to the serene shores of Lake Bunyonyi and the cultural richness of the Buganda Kingdom.
Domestic tourism brings numerous benefits. It stimulates local economies by supporting small businesses such as lodges, restaurants, tour guides, craft markets, and transport providers. It also plays a vital role in job creation, especially for youth and women in rural areas near tourism sites. More importantly, it fosters national pride and identity, as Ugandans visiting historical sites, natural wonders, and cultural festivals deepen their connection to the country’s heritage and contribute to its preservation.
Despite its growing relevance, domestic tourism faces challenges. Limited awareness, poor infrastructure, and perceptions that local travel is expensive or less glamorous than international trips remain barriers. Many Ugandans lack information about travel options, discounts, and safe destinations. In some regions, hospitality standards and customer service need improvement to ensure positive experiences and encourage repeat visits.
Nonetheless, the potential for growth is immense. Uganda’s young and curious population, coupled with the rise of digital platforms promoting travel content, presents a ready audience for targeted domestic tourism campaigns. Schools, churches, companies, and community groups are organizing local trips, promoting leisure as a valuable and enriching activity. Both government and private sector stakeholders recognize that investing in domestic tourism infrastructure can yield long-term social and economic benefits.
To enhance competitiveness, the government has continued to innovate and modernize tourism products. This includes maintaining 1,300 kilometers of trail tracks and roads in protected areas, expanding electric fencing to 177 kilometers in Queen Elizabeth and Murchison Falls National Parks, and constructing infrastructure at the Source of the Nile. Upgrades to the Uganda Museum and Namugongo Martyrs’ Shrines are ongoing, along with the installation of 3,521 meters of climbing ladders and boardwalks on the Rwenzori Mountains to improve hiking safety and enjoyment. Other developments include the completion of the Kikorongo Equator Monument in Kasese and near-completion of the Karamoja Museum.
The government has also invested in a world-class convention facility in Munyonyo, positioning Uganda as a regional hub for Meetings, Incentives, Conferences, and Exhibitions (MICE). As a result, Uganda now ranks 7th in Africa for MICE tourism.
In the financial year 2025/26, the government has allocated Shs 430 billion for direct investment in the tourism sector. This is in addition to approximately Shs 2.2 trillion earmarked for tourism support infrastructure, including roads, ICT development in tourism zones, African Cup of Nations (AFCON) facilities, and security enhancements.
Looking ahead, the government’s focus will include branding and marketing Uganda as a tourism and investment destination, infrastructure development at tourism sites, construction of refreshment centers and highway sanitation facilities, enforcement of hospitality standards and training, and promotion of health tourism through investment in specialized health facilities.
To further boost tourism and investment, the government has increased funding for missions abroad, tasking each with attracting tourists and investors and opening new export markets. In a country as richly endowed as Uganda, domestic tourism is more than an alternative to international travel—it is a strategic pathway to inclusive development.
