travel 23 September 2026 Daily Monitor (Uganda)
Mbale Gears Up to Host World Tourism Day, Aiming to Boost Regional Earnings
Mbale City is set to be the focal point for this year's World Tourism Day celebrations, an event designed to highlight the Bugisu sub-region's rich tourism potential and uplift its currently modest earnings. Source: https://www.monitor.co.ug/uganda/news/national/mbale-to-host-world-tourism-day-as-bugisu-seeks-to-boost-tourism-earnings-5605454
This year, Uganda has chosen Mbale City as the host for World Tourism Day on September 27, marking a strategic effort to draw attention to the Bugisu sub-region’s diverse attractions and increase revenue from the tourism sector.
Currently, the region’s tourism industry generates an estimated Shs8 million to Shs10 million annually, a figure significantly lower than the approximately Shs1 billion earned in areas like Murchison. This disparity has prompted tourism stakeholders to seek enhanced promotion for Bugisu’s natural beauty, including its hills and waterfalls, as well as its cultural offerings.
Themed “Digital Agenda and Artificial Intelligence to Redesign Tourism,” the main celebrations will take place at Mbale Secondary School grounds, with President Yoweri Museveni expected to attend as the guest of honour. This marks a departure from previous years where celebrations were primarily held in Kampala.
Joseph Ssebunya, a tourism officer at the Ministry of Tourism, explained that rotating the event across the country is a deliberate strategy to “activate tourism products in different regions,” following successful events in Kalangala, Arua, and Gulu.
The celebration will feature a series of activities beginning September 23 with primary school competitions, followed by secondary school events on September 24. A conference at Mount Elgon Hotel on September 25 will precede a national cleaning campaign and sports competitions on September 26. The main day, September 27, will include a procession and the official ceremony, with a special focus on exploring “Masaba Land” on September 28. A free music concert featuring both national and local artists is also scheduled for September 27.
Local authorities, including Mbale Resident City Commissioner George William Wopuwa and City Mayor Joyce Kidulu Matuka, have assured adequate security and readiness to host the influx of visitors, emphasizing the event as a prime opportunity to showcase the region’s untapped potential to a global audience.