Uganda is embracing digital innovation and artificial intelligence (AI) to drive growth in its tourism sector. President Yoweri Museveni highlighted the importance of digital technologies in enhancing the competitiveness of the industry at a national World Tourism Day commemoration in Mbale. He emphasized that tourists now rely on online platforms to discover destinations, compare experiences, and make bookings.
According to Museveni, Uganda must ensure its tourism businesses are visible and competitive in the digital marketplace. He noted that AI can be instrumental in destination marketing, visitor information, product development, and customer engagement. The president's remarks underscore the government's commitment to harnessing technology to promote tourism.
Minister of Tourism, Wildlife and Antiquities, Tom Butime, also emphasized the potential of AI in understanding markets, personalizing promotions, and improving visitor experiences. He stressed the need to translate global visibility into actual tourism arrivals and revenue. Butime cited previous digital campaigns, such as Explore Uganda, as evidence of the country's ability to generate significant global visibility for its tourism sector.
The tourism sector in Uganda has shown significant growth, with a record 1.64 million international tourist arrivals in 2025. This represents a 19.7-percent increase compared to previous baseline periods, according to the Ministry of Tourism, Wildlife and Antiquities. The sector contributes 5.9 percent to Uganda's gross domestic product and directly supports more than 876,000 jobs nationwide.
Women and young people account for a significant share of employment in the tourism sector. The ministry's data highlights the sector's potential for economic growth and job creation. Butime expressed optimism that the sector will continue to grow, with a focus on converting online visibility into tangible tourism revenue.
The government aims to leverage AI and digital innovation to enhance the tourism experience and promote conservation. By investing in digital technologies, Uganda seeks to improve its competitiveness in the global tourism market. The country's tourism sector is poised for further growth, with a focus on sustainability and community engagement.
As Uganda continues to invest in digital innovation and AI, the sector is expected to play an increasingly important role in the country's economy. With its rich natural heritage and diverse wildlife, Uganda is well-positioned to capitalize on the growing demand for tourism experiences.
Key points
- Uganda recorded a record 1.64 million international tourist arrivals in 2025.
- The tourism sector contributes 5.9 percent to Uganda's gross domestic product.
- The sector directly supports more than 876,000 jobs nationwide.
