Uganda Launches First-Ever National Destination Marketing Strategy to Boost Tourism

A New Vision for Uganda’s Tourism Sector

KAMPALA, UGANDA – Uganda has unveiled its groundbreaking National Destination Marketing Strategy (NDMS) for 2024-2029, marking a significant milestone in the country’s tourism development. This comprehensive plan aims to position Uganda as a top international tourism destination while addressing regional imbalances and redefining the nation’s identity through sustainable tourism.

Addressing Regional Tourism Disparities

The strategy comes at a crucial time as Uganda’s tourism sector remains heavily concentrated in the southwest region, home to iconic attractions like Bwindi Impenetrable Forest and Queen Elizabeth National Park. Meanwhile, vast areas in northern and eastern Uganda continue to be underdeveloped for tourism.

“The NDMS goes beyond attracting tourists,” explained Bradford Ochieng, Acting CEO of the Uganda Tourism Board (UTB). “It’s about ensuring equitable distribution of tourism benefits across all regions, particularly those historically excluded from mainstream tourism.”

Key Focus Areas of the Strategy

1. Diversifying Tourism Offerings

The plan moves beyond the traditional “gorilla circuit” to highlight lesser-known destinations including:

• Karamoja’s rugged savannahs
• West Nile’s cultural trails
• Busoga’s Source of the Nile heritage

2. Infrastructure Development

Key infrastructure projects will support the strategy:

• Upgrading airstrips in Arua and Soroti
• Improving road connectivity to national parks
• Developing community-based accommodations

3. Cultural Preservation and Promotion

“We’re emphasizing cultural mapping and storytelling from underrepresented communities,” said Pearl Kakooza, UTB Chairperson. “Tourism should reflect our national identity, not just cater to foreign expectations.”

Economic Impact and Growth Potential

Tourism currently contributes 5.3% to Uganda’s GDP, with significant growth potential:

• MICE tourism (Meetings, Incentives, Conferences, Exhibitions) grew by 122% in 2023
• Average daily spending by MICE delegates: $453
• Single large events can inject $500,000 into local economies

Uganda aims to rank among Africa’s top five MICE destinations by 2029. “We’re shifting focus from visitor numbers to value,” noted Daniel Irunga, UTB’s Senior Brand Officer.

Uganda’s Unique Tourism Assets

The country boasts remarkable natural and cultural attractions:

• 53.9% of the world’s mountain gorillas
• Over 1,200 bird species (11% of global total)
• 10 national parks including UNESCO-listed Bwindi
• Nearly half of Lake Victoria and the Source of the Nile

Challenges and Opportunities

While promising, the strategy faces implementation challenges including potential land disputes and environmental concerns. However, the inclusive development process – involving consultations across 60 districts – provides strong foundations for success.

Basil Ajer, Director of Tourism at the Ministry of Tourism, Wildlife and Antiquities, emphasized government commitment: “This strategy aligns with global demand for responsible travel and will benefit local communities.”

With tourism identified as one of Uganda’s four key economic drivers, the NDMS represents a national call to action for sustainable, inclusive tourism development.