Driving tourism growth: Why every Ugandan should explore Uganda

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OPINION

By Juliana Kagwa

There are more than 45 million of us living in Uganda today. This is considerably more than the average African country’s population and, importantly, far more than what is required to achieve critical mass in our tourism sector. In social studies, critical mass is defined as the sufficient number of adopters of a new idea, technology, or innovation in a social system so that the rate of adoption becomes self-sustaining and creates further growth. Applied to tourism, Uganda already has the human power through its own citizens to spark and sustain the growth we desire. Double-digit growth of visitors to our destination starts with us.

This week, we have a unique opportunity to “Explore Uganda” through Open Park Days, a timely initiative in the build up to World Tourism Day. For several days, Ugandans, East Africans, and international visitors will enjoy free entry to our national parks, thanks to a partnership led by the Uganda Wildlife Authority (UWA) in collaboration with Uganda Tourism Board (UTB). The idea is simple but powerful: true conservation begins with connection. We cannot expect Ugandans to protect, value, or promote what they have not experienced.

Our national parks are not just spaces of wild beauty; they are living classrooms, sources of inspiration, and pillars of our economy. By encouraging Ugandans to visit them, we plant seeds of pride, belonging, and responsibility. When a child from Kampala sees their first elephant in Queen Elizabeth National Park, when a family from Gulu camps under the stars in Murchison Falls, or when a student from Mbale marvels at the primates in Kibale, a powerful bond is created. That bond is the foundation of conservation.

As we approach World Tourism Day, our ambition goes far beyond celebration. Open Park Days is a call to action for every Ugandan. Explore: witness the majestic wildlife and breathtaking landscapes that make our nation truly Gifted by Nature. Learn: appreciate the importance of conservation and how it fuels community development through revenue-sharing schemes. Protect: become guardians of our environment, ensuring these treasures are preserved for generations. Promote: share your experiences widely and proudly, becoming authentic ambassadors of Uganda’s story.

Globally, tourism accounts for about 10% of GDP and supports one in every ten jobs. For Uganda, it remains one of our leading sources of foreign exchange, contributing significantly to infrastructure, conservation, and livelihoods. Yet, for too long, the focus has been largely on foreign arrivals. We must remind ourselves that the tourism economy begins at home. When Ugandans themselves visit parks, lodges, and attractions, they generate revenue, sustain jobs, and cultivate a culture of travel. Domestic tourism provides the foundation upon which international tourism can flourish.

Some of the world’s strongest tourism economies are driven by domestic travel. South Africa, Kenya, and even global leaders like the United States thrive because their citizens explore their own countries in large numbers. Uganda is no different. Our 45 million people are not just a statistic; they are the critical mass that can make tourism truly sustainable.

Looking ahead, UTB remains committed to ensuring that the Explore Uganda brand resonates both at home and abroad. We will continue to invest in awareness campaigns, strengthen partnerships, and create opportunities for Ugandans to connect with their natural and cultural heritage. But success cannot rest on institutions alone. It requires the energy, pride, and participation of every citizen.

Double digit growth in arrivals will not come from glossy brochures or international expos alone. It will come from a Ugandan child who sees their first lion and dreams of becoming a conservationist. It will come from families who choose to spend their holidays in Kidepo or Lake Mburo, and from countless small actions of Ugandans who decide that our wildlife, landscapes, adventure, and culture are worth cherishing.

Let us seize this moment. Open Park Days is more than an event; it is a movement toward greater ownership, deeper pride, and a stronger commitment to our shared heritage. Together, let us build a legacy of conservation, tourism, and national pride that future generations will thank us for. Uganda’s story is ours to tell, ours to live, and ours to protect. The time is now. Let’s explore, protect, and promote because double-digit growth begins with us.

The writer is the CEO, Uganda Tourism Board