Uganda turns culinary tourism into multi-billion business strategy

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Uganda is redefining tourism beyond gorilla trekking and wildlife safaris by transforming food, culture and authentic local experiences into powerful economic assets capable of generating billions in tourism revenue.

From culinary adventures and sport fishing to cultural immersion, stargazing and digital storytelling, Destination Uganda is broadening its tourism portfolio in a deliberate effort to attract new categories of international travellers and investors.

At the forefront of this transformation is the Uganda Embassy in Paris, which recently hosted the sixth European media and influencer familiarisation (FAM) trip targeting key tourism source markets in France, Spain and Portugal.

The week-long expedition, organised in partnership with TANKE Creative Influence Agency from May 23 to 29, 2026, brought together European journalists, social media influencers and culinary storytellers to experience Uganda's tourism offerings first-hand.

Unlike traditional tourism promotion campaigns that focus heavily on wildlife, this initiative invited visitors to actively participate in preparing local dishes, engaging with communities, exploring cultural heritage sites and documenting their experiences through digital content.

Tourists participate in preparing local dishes, engaging with communities, exploring cultural heritage sites and documenting their experiences through digital content. (Courtesy)

Their journey traversed Kampala's vibrant nightlife, the fishing communities of Amolatar district, the growing urban landscape of Lira city, the success story of Ziwa Rhino Sanctuary and the spectacular Murchison Falls National Park. In the process, they learned how to prepare traditional Luo cuisine, embarked on boat cruises and encountered some of Uganda's most iconic wildlife.

The result was not simply a sightseeing tour, but a carefully curated experience designed to tell Uganda's story through its people, food, culture and landscapes.

Uganda's Ambassador to France, Spain and Portugal, Doreen Ruth Amule, said the initiative is part of a broader commercial diplomacy strategy aimed at increasing Uganda's visibility in Europe while expanding tourism earnings.

"Most tourists find Uganda irresistible, and many return again and again. Our role is to open the door and showcase the opportunities available. Tourism is one of Uganda's low-hanging fruits capable of generating resources needed to improve infrastructure and support national development," Amule said.

Despite global travel uncertainties and regional health concerns, Uganda has been recording significant growth in visitor numbers from Europe following years of aggressive destination marketing by its diplomatic missions abroad.

According to Ministry of Tourism statistics, Uganda has attracted more than 7,400 visitors from France since 2024, compared to approximately 1,800 previously.

“The Embassy had initially targeted increasing annual tourist arrivals from Europe from about 1,000 to 2,000 visitors. However, the rapid growth has prompted authorities to revise their ambitions upwards, setting a new target of 10,000 visitors annually from France, Spain and Portugal,” shared Amule.

Uganda Tourism Board (UTB) spokesperson Gessa Simplicious attributed the growth to strategic participation in international tourism expos, aggressive marketing campaigns, multilingual promotional materials and partnerships with European media outlets.

The tourism industry has in the recent past peaked $1.28 billion (about sh4.74 trillion). UTB is targeting to more than triple it as Uganda guns for a GDP valued at $500 billion (about sh1,850 trillion) by 2040. Tourism is one of the driving factors along with industrialisation, mineral extraction and agriculture.

For TANKE creative influence agency chief executive officer Ertan Anadol, print media and digital platforms are fundamentally transforming how destinations market themselves.

"Today, travellers discover destinations through newspapers, mobile phones and social media platforms. These campaigns reach more than three million consumers and create awareness of the destination's existence," Anadol explained.

Presidential advisor on tourism Lilly Ajarova believes culinary tourism represents one of Uganda's most promising untapped opportunities.

She argues that today's international travellers are searching for authentic and memorable experiences beyond conventional sightseeing excursions.

"The success of Uganda's famous Rolex demonstrated the power of food in destination branding. Modern tourists want emotional connections, authentic local food experiences and meaningful interactions with communities. Culinary tourism provides exactly that," Ajarova said.

True to her assessment, culinary tourism has emerged globally as one of the fastest-growing segments of the travel industry, attracting visitors who often spend more on local experiences, restaurants, accommodation and cultural activities.

For Uganda, this presents an opportunity to distribute tourism benefits more evenly across the country.

The latest FAM trip deliberately placed Northern Uganda at the centre of the experience, showcasing the region's cuisine, traditions and relatively unexplored attractions.

Tourism leaders believe this approach can unlock economic opportunities beyond established destinations such as Bwindi, Queen Elizabeth National Park and Murchison Falls.

During business-to-business engagements at the recently concluded Pearl of Africa Tourism Expo (POATE) 2026, Uganda's Ambassador to Turkey, Nusura Tiperu, emphasised the importance of spreading tourism investment across different regions.

Expanding tourism activities beyond traditional hotspots, she noted, can stimulate local economies, create jobs and attract investment in hospitality infrastructure, transport and community enterprises.

The economic significance of tourism continues to grow.

Government figures show that tourism generated approximately $1.7 billion (about sh6.1 trillion) in earnings during 2025. International tourist arrivals reached approximately 1.65 million visitors, making tourism one of Uganda's strongest foreign exchange earners and among the fastest-recovering sectors following global travel disruptions in recent years.

The sector currently contributes nearly six percent of Uganda's Gross Domestic Product and supports more than 876,000 jobs nationwide.

Under Uganda's long-term economic transformation agenda, tourism has been identified as one of the strategic sectors expected to drive the country's ambitious tenfold economic growth plan over the next 15 years.