Uganda is revising to realize tourism boost up to $5.2 billion in revenue generation by 2028 targeting 3.5 million visitors a year over the next five years from the current which is 1.5 million visitors.
It’s a plan which is part of the big strategy to see Uganda positioned on one of the top global tourist destination.
Some of the Key initiatives in this effort is the Pearl of Africa Tourism Expo (POATE), this strategy was launched in 2024, and is still happening this year 2025 starting from 21st to 24th May.
Poate serves as Uganda’s flagship tourism event which is aimed at creating a platform for networking, investment, and displaying several of Uganda’s unique travel experiences. The expo collects both local and international buyers with more than 5000 trade visitors.
Alongside the expo, the government has introduced familiarization trips (FAMs) to give global buyers first-hand experience of Uganda’s landscapes and attractions. These trips bring wind flash landscapes, rich biodiversity, cultural heritage, and also generating organic and credible endorsements that will drive more travelers to Uganda.
To boost domestic tourism boost, Uganda Tourism Board (UTB), launched the Tell Your Story campaign, encouraging Ugandans to share personal travel experiences via social media. The initiative aims to highlight hidden gems and cultural heritage, amplify local voices and attract new visitors to Uganda’s diverse offerings.
According to Lilly Ajarova, outgoing executive director of the Uganda Tourism Board (UTB), these efforts are crucial for building Uganda’s global tourism reputation. “Poate…serves as an essential bridge connecting Uganda’s tourism offerings with the world, facilitating collaboration, investment, and long-term partnerships,” she said.
Beyond marketing, UTB chairperson Pearl Kakooza says the country is also working to attract investors to its national parks, with plans to offer new concessions as many leases expire. The move is in line with the country’s broader ambition to boost tourism’s contribution to GDP tenfold from the current 3.6 percent.
Doreen Katusiime, Permanent Secretary in the Ministry of Tourism, Wildlife, and Antiquities, underlines the government’s commitment: “We are focused on driving real investments and creating new partnerships to ensure the sector’s growth.”
These analyzed strategies ranging from international marketing and promotional campaigns to investment facilitation and infrastructure development Uganda is making a concerted effort to achieve its tourism ambitions. If successful, this initiative will not only boost revenue but also create employment opportunities, promote conservation efforts, and position Uganda as a premier travel destination on the global map.
