Tourism
Tourism players welcome budget boost but demand more marketing support
Government has significantly increased the budget for the tourism sector from about sh430b allocated in the 2025/2026 budget to Sh567.3b in the 2026/2027 national budget that was recently read by finance minister Henry Musasizi.
A mountain gorilla roams freely across the Uganda–Democratic Republic of Congo border following the Batwa community's eviction from the forest. (Photo by Titus Kakembo)
By: Titus Kakembo, Journalist @New Vision
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Uganda's tourism stakeholders have welcomed the increased funding allocated to the sector in the 2026/27 national budget, describing it as a vote of confidence in one of the country's fastest-growing economic sectors.
Government has significantly increased the budget for the tourism sector from about sh430b allocated in the 2025/2026 budget to Sh567.3b in the 2026/2027 national budget that was recently read by finance minister Henry Musasizi.
However, industry players say the funding must be accompanied by sustained investment in destination marketing, skills development and product innovation if Uganda is to fully capitalise on its vast tourism potential.
Speaking at a press conference held at Imperial Royale Hotel in Kampala on June 24, the Chief Executive Officer of the Visit Uganda Tourism Awards (VUTA), Charles Kasumba, said Uganda remains one of Africa's most gifted tourism destinations but continues to struggle with visibility on the global market.
"Name any major tourism attraction on the African continent and Uganda either has it or offers something similar," Kasumba said.
"We have mountain gorillas, the Equator, the source of the Nile, incredible wildlife, breathtaking landscapes and diverse cultures. Yet many potential visitors know very little about Uganda. With effective marketing and packaging, tourist arrivals can easily double."
Recognising tourism's unsung heroes
Kasumba was speaking ahead of the 2026 Visit Uganda Tourism Awards, an initiative established to recognise individuals who work behind the scenes to create memorable visitor experiences.
According to him, tourism success depends not only on attractions but also on the people who deliver quality service every day.
"Name any major tourism attraction on the African continent and Uganda either has it or offers something similar," Kasumba said.
"We have mountain gorillas, the Equator, the source of the Nile, incredible wildlife, breathtaking landscapes and diverse cultures. Yet many potential visitors know very little about Uganda. With effective marketing and packaging, tourist arrivals can easily double."
Recognising tourism's unsung heroes
Kasumba was speaking ahead of the 2026 Visit Uganda Tourism Awards, an initiative established to recognise individuals who work behind the scenes to create memorable visitor experiences.
According to him, tourism success depends not only on attractions but also on the people who deliver quality service every day.
"When tourists leave Uganda with positive memories, it is often because of the chef who prepared a memorable meal, the guide who interpreted our history, the ranger who protected wildlife, the driver who ensured safe travel or the entertainer who showcased our culture," he said.
This year's awards will feature 56 categories covering various segments of the tourism and hospitality industry. The winners will be announced during a gala ceremony scheduled for July 10, 2026.
"We want to celebrate the people whose contribution often goes unnoticed yet remains critical to Uganda's tourism success story," Kasumba added.
Building skills for a competitive industry
The event also highlighted the importance of professional training in raising service standards across the sector.
Didas Buchana, a tourism lecturer at Victoria University, said institutions of higher learning are increasingly focusing on understanding traveler behavior and developing tourism products that respond to changing consumer preferences.
"We are researching why many Ugandans choose destinations such as Mombasa, Zanzibar, Dubai and South Africa, despite the abundance of attractions available within Uganda," Buchana said.
"The findings help us train graduates who can design tourism products that appeal to both domestic and international travelers. Tourism today is highly competitive, and understanding customer expectations is essential."
He noted that improving hospitality skills, customer care and tourism product packaging will be key to increasing visitor spending and encouraging longer stays.
Culture takes centre stage
The launch also showcased the growing importance of cultural tourism as a pillar of Uganda's tourism offering.
Brian Sozzi of the Bantu Cultural Group announced plans for a spectacular cultural showcase during the awards ceremony, featuring more than 40 traditional dances from across the country.
"We want guests to experience Uganda's cultural richness in one setting," Sozzi said.
"From Larakaraka and Nankasa to Kadodi and Ateus, visitors will enjoy performances that celebrate the diversity and heritage of our people. The festivities will begin at 4:00pm with continuous music, dance and cultural entertainment."
A sector ready for growth
Tourism remains one of Uganda's leading foreign exchange earners and a significant source of employment. Industry players believe the country possesses all the ingredients needed to become one of Africa's premier tourism destinations.
Their message to policymakers is clear: while increased funding is welcome, greater investment in international marketing, domestic tourism promotion, skills development and product innovation will be essential if Uganda is to compete effectively for the growing global tourism market.
As Uganda seeks to attract more visitors and increase tourism earnings, stakeholders insist that the country's greatest challenge is no longer the availability of attractions - but ensuring the world knows they exist.
This year's awards will feature 56 categories covering various segments of the tourism and hospitality industry. The winners will be announced during a gala ceremony scheduled for July 10, 2026.
"We want to celebrate the people whose contribution often goes unnoticed yet remains critical to Uganda's tourism success story," Kasumba added.
Building skills for a competitive industry
The event also highlighted the importance of professional training in raising service standards across the sector.
Didas Buchana, a tourism lecturer at Victoria University, said institutions of higher learning are increasingly focusing on understanding traveler behavior and developing tourism products that respond to changing consumer preferences.
"We are researching why many Ugandans choose destinations such as Mombasa, Zanzibar, Dubai and South Africa, despite the abundance of attractions available within Uganda," Buchana said.
"The findings help us train graduates who can design tourism products that appeal to both domestic and international travelers. Tourism today is highly competitive, and understanding customer expectations is essential."
He noted that improving hospitality skills, customer care and tourism product packaging will be key to increasing visitor spending and encouraging longer stays.
Culture takes centre stage
The launch also showcased the growing importance of cultural tourism as a pillar of Uganda's tourism offering.
Brian Sozzi of the Bantu Cultural Group announced plans for a spectacular cultural showcase during the awards ceremony, featuring more than 40 traditional dances from across the country.
"We want guests to experience Uganda's cultural richness in one setting," Sozzi said.
"From Larakaraka and Nankasa to Kadodi and Ateus, visitors will enjoy performances that celebrate the diversity and heritage of our people. The festivities will begin at 4:00pm with continuous music, dance and cultural entertainment."
The Tooro people love dining, wining and feasting with music accompanied by drums. (Photo by Titus Kakembo)
A sector ready for growth
Tourism remains one of Uganda's leading foreign exchange earners and a significant source of employment. Industry players believe the country possesses all the ingredients needed to become one of Africa's premier tourism destinations.
Their message to policymakers is clear: while increased funding is welcome, greater investment in international marketing, domestic tourism promotion, skills development and product innovation will be essential if Uganda is to compete effectively for the growing global tourism market.
As Uganda seeks to attract more visitors and increase tourism earnings, stakeholders insist that the country's greatest challenge is no longer the availability of attractions - but ensuring the world knows they exist.