Kampala, Uganda | THE INDEPENDENT | The Tourism Thematic Conference 2024 has underscored the urgent need for collective action to boost Uganda’s tourism industry, highlighting both challenges and opportunities for growth.
Held at the end of last week, the conference attracted key speakers, including Amos Wekesa, Founder and CEO of Great Lakes Safaris, and EU Ambassador Jan Sadek, emphasized the importance of community engagement, strategic marketing, and a positive national image in attracting visitors to the country.
Wekesa pointed out that negative travel advisories from embassies are a significant barrier to tourism growth, despite Uganda’s safety and potential. He urged the Ugandan government to actively engage with embassies to reshape this narrative, stating, “Negative advisories serve as trade barriers and invalidate tourist insurance, keeping visitors away.”
He also stressed that marketing Uganda is a shared responsibility. “As private sector players, we must position our country positively; we can’t complain without doing our part,” he remarked, calling for a unified effort between the government and private sector to enhance Uganda’s global image.
Data collection was another focal point, with Wekesa advocating for improved methods to gather and analyze tourism statistics. “Accurate data is key to targeting potential visitors and growing the industry,” he noted, suggesting that a data-driven approach is essential for success.
Ambassador Jan Sadek echoed these sentiments, highlighting the deep connection between tourism and peace in Uganda. “Tourism not only creates jobs and boosts the economy, but it also shapes how Uganda is perceived globally,” he stated, urging the nation to rebrand itself beyond outdated perceptions. He pointed to the successes of Rwanda and South Africa, which have leveraged their histories to promote peace tourism, and suggested that Uganda adopt a similar narrative emphasizing safety, culture, and unity.
The EU has invested significantly in Uganda’s tourism sector, including a recent €6 million commitment to support 120 accommodation facilities during the pandemic. Ambassador Sadek emphasized the importance of a positive national image, stating, “Attracting tourists requires a good reputation, which encompasses peace and effective crisis management.”
Brigadier Felix Kulayigye, UPDF Spokesperson, reinforced the message of security, declaring that “tourism and security should be of interest to any sound-minded human being.” He reassured attendees that regions like Karamoja are safe for tourism, inviting visitors to explore the area’s beauty and lush landscapes. He added that security agencies are committed to ensuring a safe environment for all tourists and locals alike.
As the conference concluded, it was clear that a collaborative approach—combining community involvement, effective marketing, data-driven strategies, and a focus on peace—will be crucial in transforming Uganda's tourism landscape. With strong leadership and a unified vision, Uganda is poised to not only enhance its tourism sector but also secure its place as a premier destination for travelers worldwide.
In the FY2024/25 national budget, the government allocated Shs961 billion (approximately $261 million) to the tourism sector, reflecting a 92% increase aimed at enhancing tourism infrastructure and recovery efforts post-pandemic.
In 2022, Uganda welcomed around 1.5 million international visitors, which significantly boosted local economies through spending on accommodations, food, and activities.
On the whole, the tourism sector contributes approximately 7% to Uganda’s Gross Domestic Product (GDP).
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