Uganda Embraces AI to Boost Tourism Sector

Uganda is strategically leveraging artificial intelligence (AI) and digital innovations to revitalize its tourism sector. The government aims to boost tourism revenue and diversify offerings, moving beyond the conventional focus on wildlife and national parks. This initiative is particularly timely as Uganda prepares to host this year’s World Tourism Day in Mbale City.

The national celebrations, themed “Digital Agenda and Artificial Intelligence to Redesign Tourism,” will highlight technology’s crucial role in making Ugandan destinations more visible and competitive on the global stage.

Recent data indicates a positive trend in tourism, with a 3.7% increase in international visitors in the first half of the year compared to 2025, bringing in approximately Shs2.30 trillion in receipts. The average visitor stay has also extended to 8.3 nights. “These figures demonstrate that tourism continues to make an important contribution to our economy,” stated Ms. Doreen Katusiime, Permanent Secretary in the Ministry of Tourism, Wildlife and Antiquities. The goal is to encourage visitors to extend their stays, explore more diverse locations, and increase spending across the tourism value chain.

Ms. Katusiime emphasized that AI and digital tools can significantly enhance marketing strategies, customer engagement, visitor experiences, and data-driven decision-making. “The modern traveller increasingly discovers destinations online, compares experiences, makes bookings and payments digitally, reads reviews and shares experiences through social media and other digital platforms,” she noted.

However, a call was made for inclusivity in this digital transformation. Some smaller tourism businesses lag in adopting new technologies. Ms. Katusiime urged larger enterprises to share knowledge and develop accessible digital solutions for these smaller operators, ensuring no business is left behind.

This technological push aligns with a broader government strategy to rebrand Uganda as a destination by reducing its reliance on safari and wildlife tourism. The focus is expanding to include cultural heritage and local provenance. The Elgon region, with attractions like Sipi Falls and Mount Elgon National Park, is being promoted as an example of this diversified approach, alongside coffee tourism and cultural experiences.

Hosting the World Tourism Day in Mbale is seen as an opportunity for decentralization and investment, encouraging communities to share their unique stories through digital platforms. “Is it the coffee? Is it the Imbalu? Is it everything about Mbale that makes you special? This is your time,” urged Uganda Tourism Board CEO Juliana Kagwa. Local officials are appealing for increased support to develop regional tourism products and ensure the event brings lasting benefits to the community.

The celebrations are set to provide a national platform for promoting Mbale and the wider Elgon region, integrating technology, cultural heritage, and local economic development into the tourism agenda.

Source: Daily Monitor (Uganda)