Tourism Conference 2024 Calls for Urgent Action to Revitalize Uganda’s Tourism Industry

The Tourism Thematic Conference 2024 brought together industry leaders and policymakers to address the pressing challenges and untapped opportunities in Uganda’s tourism sector. Held last week, the conference emphasized the need for collective action to enhance the country’s tourism potential.

Key speakers, including Amos Wekesa, Founder and CEO of Great Lakes Safaris, and EU Ambassador Jan Sadek, stressed the importance of community involvement, strategic marketing, and reshaping Uganda’s global image to attract more visitors.

Wekesa highlighted a major obstacle: negative travel advisories from foreign embassies, which he said were unfairly damaging Uganda’s tourism prospects. “These advisories act as trade barriers and invalidate tourist insurance, discouraging travelers despite Uganda being a safe destination,” Wekesa noted. He urged the Ugandan government to work closely with embassies to counter these advisories and promote a more accurate narrative of the country’s safety and beauty.

Wekesa also called for stronger collaboration between the private sector and the government to market Uganda effectively. “Marketing our country is a shared responsibility. We must take action to position Uganda positively on the global stage,” he said, stressing the importance of joint efforts to promote Uganda as a premier travel destination.

Another critical issue raised was the need for better data collection in the tourism sector. Wekesa argued that accurate, data-driven strategies are essential for targeting potential visitors and expanding the industry’s reach.

EU Ambassador Jan Sadek reinforced the connection between tourism and peace, stating, “Tourism shapes Uganda’s global image and drives economic growth.” He urged Uganda to follow the example of countries like Rwanda and South Africa, which have successfully used their histories to promote peace tourism. Sadek encouraged Uganda to rebrand itself by focusing on safety, culture, and national unity, making it more attractive to international visitors.

The EU has been a key supporter of Uganda’s tourism, recently committing €6 million to support accommodations during the pandemic. Ambassador Sadek emphasized that Uganda’s reputation for peace and effective crisis management is critical to attracting tourists, highlighting the need for a strong national image.

Brigadier Felix Kulayigye, UPDF Spokesperson, assured attendees that Uganda is safe for tourists, particularly regions like Karamoja, which have often been perceived as insecure. “Tourism and security go hand in hand. We are committed to ensuring a safe environment for both visitors and locals,” Kulayigye stated.

As the conference concluded, the message was clear: Uganda’s tourism sector can thrive with a collaborative approach. Community engagement, strategic marketing, data-driven planning, and a focus on peace and safety are essential to unlocking the country’s full potential as a top travel destination.

In a promising move, the government allocated Shs961 billion (approximately $261 million) to the tourism sector in the FY2024/25 budget, a 92% increase aimed at bolstering infrastructure and supporting post-pandemic recovery efforts.

In 2022, Uganda welcomed 1.5 million international visitors, contributing significantly to local economies through spending on accommodations, food, and activities. Tourism currently accounts for about 7% of Uganda’s Gross Domestic Product (GDP), with the potential to grow even further with the right strategies in place