news 17 October 2026 Daily Monitor (Uganda)
Uganda Tourism Leaders Champion Domestic Travel for Brand Growth
Uganda's tourism sector leaders are urging a stronger focus on domestic travel and improved visitor experiences to elevate the nation's international tourism brand. They emphasize that effective marketing must be paired with enhanced accessibility and a deeper understanding of the country's offerings by its own citizens. Source: https://www.monitor.co.ug/uganda/news/national/tourism-leaders-push-domestic-travel-to-grow-uganda-s-brand-5635854
Ugandan tourism officials are advocating for a concentrated effort to boost domestic travel as a cornerstone for strengthening the country’s global tourism identity. This push comes amidst discussions about destination marketing and accessibility, highlighting that Uganda is still in the nascent stages of building its international tourism brand.
Juliana Kagwa, CEO of the Uganda Tourism Board (UTB), stated that while Uganda possesses rich natural attractions like mountain gorillas, diverse wildlife, and stunning landscapes, its international profile remains underdeveloped compared to nations that have consistently invested in destination marketing. “We are just starting this journey,” Kagwa remarked, emphasizing that promoting Uganda’s attractions needs to be intrinsically linked with improving how visitors can reach and experience them.
Kagwa underscored the necessity for better infrastructure, including domestic air connectivity and investment in hospitality services and training. She also pointed out the vast investment opportunities within the tourism sector, noting that the value chain extends to creative storytellers who are crucial in shaping the national narrative. “Building Uganda has to start with our creatives,” she added.
Echoing these sentiments, Alan Kasujja, Executive Director of the Uganda Media Centre, stressed that Ugandans themselves need to explore and understand their country better before they can effectively market it to the world. “Ugandans do not know Uganda. They do not know what we have,” Kasujja observed, encouraging greater curiosity and on-the-ground exploration to foster genuine appreciation.
Industry representative Herbert Byaruhanga agreed, stating that effective promotion requires a deep understanding of the tourism products. He believes domestic travel is key to enhancing this understanding and improving the presentation of attractions. “You cannot fully understand a destination from a computer. You have to experience it on the ground,” Byaruhanga asserted. Collaboration between marketers, UTB, and private operators is deemed essential for refining tourism products and communicating their value effectively.
The discussion also touched upon the critical role of genuine hospitality, noting that Uganda’s reputation hinges on the positive experiences every visitor has, from service providers to everyday interactions. The tourism sector is a significant contributor to Uganda’s economy, generating substantial revenue and seeing a notable increase in international arrivals, underscoring its growing importance.