Uganda’s tourism industry has received a major boost as the Uganda Communications Commission (UCC) and the Uganda Tourism Board (UTB) unveiled a new partnership designed to market the Pearl of Africa like never before. The collaboration seeks to leverage the power of digital communication to promote Uganda’s breathtaking attractions both locally and internationally.
UCC Executive Director Nyombi Thembo described the initiative as a bold vision to position Uganda as a globally competitive travel destination by 2040. “The future of tourism is digital. We are creating seamless connectivity at iconic events, building a vibrant online marketplace for tour operators, and bridging connectivity gaps in our national parks,” he said.
Tourism is one of Uganda’s biggest economic engines, contributing UGX 6.06 trillion (3.3%) to GDP in 2024. With 1.3 million international arrivals last year an 89.2% recovery to pre-pandemic levels the sector is rebounding strongly. International tourists alone generated UGX 4.8 trillion (USD 1.28 billion) in revenue, highlighting its potential to drive sustainable growth and job creation.
Yet, Uganda faces stiff competition from regional destinations, despite boasting world-class attractions such as the mountain gorillas of Bwindi, the Source of the Nile, Rwenzori Mountains, and the Kasubi Tombs. For years, challenges around visibility and effective marketing have held back the industry’s full potential.
This new UCC–UTB partnership seeks to change that. With plans for floating resorts on Lake Victoria, digital skilling programs, and real-time online promotion of Uganda’s heritage sites, the strategy aims to make the country’s tourism industry more competitive, connected, and visible.
“Connectivity is vital,” Nyombi emphasized. “Even in our national parks, tourists should remain connected. This requires reliable internet access across all destinations, ensuring Uganda is accessible to the world in real-time.”
The long-term goal is clear: boost tourism’s contribution to 10% of Uganda’s GDP by 2040. By embracing digital transformation, innovative ideas, and strategic partnerships, Uganda is positioning itself as the true digital gateway to African tourism.
Takeaway
Uganda’s natural beauty has always been its strength but now, with digital technology at the center of tourism promotion, the country is ready to shine brighter on the global stage. The UCC–UTB partnership is not just about showcasing attractions; it’s about reimagining how Uganda tells its story to the world.