Tourism is bigger than primate watching and game viewing in national parks. A single gorilla trekking permit costs $700 (about sh2.5m) with a number of limitations to enjoy the lifetime experience.

In Egypt, the rate of a seven-night cruise ranges from $420 (about sh1.5m) per person to $3,500 (about sh12m), depending on the Nile cruise category.

There are no limits! Remember, this is the same river whose source is Lake Victoria in Jinja, Uganda. If Egypt at the tail’s end of the umbilical cord earns this amount, how much more is the country that has the womb which gave birth to this mighty river? Product diversification is required when selling Uganda.

In Egypt, the Nile cruise is a highlight for many travellers. The scenery and attractions are a reason to fill up tourist itineraries. Egypt received 11.7 million tourists last year, up from 8 million in 2021, marking a 46.2% increase.

As of the first quarter of 2022/2023, tourism receipts in Egypt reached $4 billion, up from almost $2.5 billion in the previous quarter. Compare this to Uganda, which earned $736m from 814,508 tourists.

The amount of money Uganda earned in one year is what Egypt earned five times over in one quarter. Figures do not lie.

The tale of two countries shows that while one country reaps from the Nile, another has barely scratched the surface. Tourism is sold as a package and whereas the pyramids in Egypt are a must-visit, Nile cruises feed into the balanced diet of a wholesome African experience.

In Africa, Uganda has the largest number of lakes, accounting for 10% of the total number on the continent.

However, the potential is not enough. We need to switch gears to pro-actively seek investors to develop Nile cruises.

These vessels do not come cheap and tax exemption, as is done for safari vehicles, will encourage domestic and foreign investors into the sector.

There are large vessels that ply the route to Kalangala islands, but modern facilities should be used. This will help build public trust and confidence in marine transport. Marine tourism provides another mode of transport from driving tourists over 2,000km of tarmac.

The difference in scenery and attractions, including sport fishing, is an added advantage. The development of infrastructure to support marine tourism, including cruises and boats, will, thereafter, require aggressive marketing. This will give investors confidence that their efforts will create value for money.

Country marketing is spearheaded by Uganda Tourism Board (UTB) while Uganda Wildlife Authority (UWA) is the custodian of conservation and the gatekeeper to protected areas.

Compared to other big-earning tourism destinations, Uganda does not invest adequately in marketing.

Egypt earns more from the Nile than Uganda due to three reasons; infrastructure and human resource investment in tourism, strategic marketing campaigns and crisis management communication.

Uganda should learn from Egypt. We first got hit by COVID-19; before we knew it another blow came from Ebola.

Strategic marketing and crisis management communication in a regular proactive manner keep tourists coming to Uganda.

We live in a global village with many countries. Forecasting using a PESTLE (political, economic, social, technological, legal and economic) marketing tool enables countries to test the environment before launching a new law, product or service.

Earnings from marine tourism on River Nile, Lake Victoria, Kazinga Channel and other bodies can overtake dollars from mountain gorillas and all national parks combined. Vocational skills training on managing boat cruises, mechanics and on-board human resource opens employment opportunities. Tourism is everybody’s business.

The writer is an export trade specialist