President Museveni Urges Ugandans to Tap into the US 11.6 Trillion dollar Global Tourism Market

President has asked Ugandans to venture into productive sectors with the potential to maximise household incomes, particularly service industries such as tourism, which he said offer significant opportunities for people who may not have sufficient land for agricultural activities such as coffee farming.

While speaking after commissioning the Mbale Wildlife Conservation Education Centre – Mbale Zoo, President Museveni described tourism as a highly lucrative industry with a broad multiplier effect, benefiting communities and individuals directly and indirectly involved in the sector.

He compared the value of the global tourism industry with the coffee market, noting that tourism generates economic opportunities on a scale he said far exceeds those available through coffee production.

President Museveni commended the Uganda Wildlife Authority for establishing a regional Wildlife Conservation Education Centre in Mbale, saying the facility will contribute to the growth of tourism and wildlife conservation in the Elgon Sub-region.

The celebrations highlight Uganda’s growing adoption of smart technologies in the tourism sector, including digital booking systems, smart park gates and AI-supported safari planning, aimed at improving efficiency and enhancing the overall visitor experience.

President Museveni, who later addressed a rally at Mbale Secondary School Grounds in Mbale City as the country marked the 2026 World Tourism Day, under the theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” elaborated alternative wealth-creation opportunities across the four sectors of the economy and rallied the people of the Elgon Sub-region to take advantage of them.

The President identified the four sectors as commercial agriculture, manufacturing and artisanship, services, and Information and Communication Technology (ICT), urging residents to embrace productive activities within these sectors to improve household incomes and contribute to socioeconomic transformation.

President Museveni took his time to congratulate the people of the Elgon Sub-region on what he described as the massive NRM victory in the just-concluded General Elections.

He urged the people to consolidate the gains made in socioeconomic transformation and development across the region, emphasizing the need to sustain efforts that improve household incomes, employment and overall community development.

The President unveiled the Tourism Conservation Strategy for Elgon Sub-region focusing on the protection of forests and wetlands to curb encroachment, preserve wildlife habitats and maintain the natural environment that supports tourism.

President Museveni has emphasised the need for interventions that promote climate conservation and sustainable weather conditions, citing changes in temperatures in the Elgon Sub-region over the years.

He has contrasted the temperatures experienced in the region in the 1960s with current conditions, noting that temperatures have risen to above 30 degrees Celsius, and called for greater utilisation of Uganda’s geographical advantages, including its latitude and altitude, while protecting the ecosystems that sustain them.

President Museveni declared wetland encroachers and deforesters enemies of Uganda’s tourism growth, warning that environmental degradation threatens the natural attractions, wildlife habitats and ecological systems upon which tourism depends.

President Museveni reaffirms Support for Last-Mile Tourism Infrastructure in Elgon Sub region and across the country, saying the country has established the peace, security and stability necessary for the tourism sector to flourish.

The President noted that Uganda has made significant progress in putting in place the key prerequisites for tourism development, including security, road connectivity and other supporting infrastructure adding that the next focus should be on extending infrastructure and essential services to tourism sites and attractions for more accessibility to visitors and unlock their full economic potential.

President Museveni proposed that the Bugisu Anthem be considered for adoption as the anthem of the East African Federation if the community’s long-term integration dream is realised, saying the that he liked the lyrics and melody.

The Minister of Tourism, Wildlife and Antiquities, Hon Tom Butime, revealed the Ministry’s agenda to promote domestic tourism through digital technologies and Artificial Intelligence, as Uganda seeks to unlock the full potential of its tourism sector.

Minister Butime said embracing AI and other smart technologies will enhance the way Uganda markets and showcases its tourism destinations, while making information about attractions more accessible to both domestic and international visitors as per the celebrations  theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”

Minister Butime highlighted Mbale and the Elgon Sub-region as destinations with a unique tourism appeal, citing the area’s spectacular scenery, mountains, cuisine and the warm hospitality of its people, among other attractions.

He said that promoting such distinctive local tourism products can encourage more Ugandans to discover and appreciate the country’s natural, cultural and culinary heritage, while creating opportunities for communities along the tourism value chain.

Among the bottlenecks highlighted by the Minister are limited investment and access to capital, which continue to affect the development of tourism facilities and services, as well as visa-related limitations affecting international tourists.

Minister Butime said addressing these challenges, alongside improving tourism infrastructure, investment and accessibility, will be critical to unlocking the region’s tourism potential and increasing its contribution to local economic development.

The Ambassador of the Kingdom of the Netherlands to Uganda, Her Excellency Angèle Samura, highlighted emerging opportunities for joint tourism investment between Uganda and European partners, particularly in the hospitality sector.

Ambassador Samura announced  areas of cooperation include human-capital development and skills training, sustainable hospitality practices, and the adoption of Artificial Intelligence and other digital technologies to improve tourism services and visitor experiences.

She noted that Uganda is increasingly attracting European visitors, citing a rise in tourist arrivals from Europe from 38,000 in 2024 to about 150,000 in 2025, according to figures she presented.

Ambassador Samura described Uganda as a destination with a broad tourism offering, pointing to its rich natural environment, wildlife, wellness experiences, food and culinary culture, and diverse cultural attractions as areas with potential to attract more international visitors and further points to the need for continued improvements in Uganda’s tourism ecosystem for more benefits .

The representative of the private sector players in Uganda’s tourism industry, Sale Namenya, highlighted the sector’s landmark achievements and its growing contribution to Uganda’s economy and noted that tourism has emerged as one of the country’s leading contributors to GDP and is still promising.

He however, called for increased investment in critical infrastructure to unlock the full tourism potential of the Elgon Sub-region as he lists them. 

Mbale City Mayor Joyce Matuka Kidulu has highlighted the gains from digital tourism in positioning Mbale as a strategic tourism destination and gateway to East Africa from Uganda’s eastern region.

She has further outlined key projects in the pipeline for the Bugisu Sub-region, including the proposed Regional University of Science and Technology and a stadium, among other developments expected to support the region’s growth.

Mayor Kidulu commended President Museveni for what she describes as Uganda’s transformative development journey, particularly efforts toward women’s emancipation and increased participation of women in national leadership and economic development.