Uganda is setting its sights on a tourism boom, with an ambitious goal of generating $5.2 billion in revenue by 2028. To achieve this, the country aims to increase the number of annual visitors from the current 1.5 million to 3.5 million over the next five years. This plan is part of a broader strategy to position Uganda as a top global travel destination.
A key initiative in this effort is the Pearl of Africa Tourism Expo (Poate), which was launched in 2024 and is set to return this year from May 21 to 24. Poate serves as Uganda’s flagship tourism marketing event, designed to attract both local and international stakeholders. It provides a platform for networking, investment opportunities, and showcasing Uganda’s unique travel experiences. The expo is expected to host 70 international buyers and more than 5,000 trade visitors, making it a crucial event in the country’s tourism calendar.
To further solidify its appeal to global travelers, Uganda has introduced familiarization trips (FAMs) targeting international travel buyers and influencers. These trips offer firsthand experiences of Uganda’s breathtaking landscapes, rich biodiversity, and cultural heritage. By immersing travel professionals in the country’s attractions, the government hopes to generate organic and credible endorsements that will drive more visitors to Uganda.
In addition to international outreach, Uganda is also focusing on boosting domestic tourism through the Tell Your Story campaign. This initiative encourages Ugandans to share their travel experiences on social media, shedding light on the country’s hidden gems, cultural heritage, and diverse tourism offerings. By amplifying local voices, the campaign aims to foster national pride and inspire both Ugandans and international travelers to explore the Uganda’s many attractions.
Lilly Ajarova, the outgoing executive director of the Uganda Tourism Board (UTB), emphasizes the importance of these initiatives in shaping Uganda’s global tourism reputation. “Poate is more than just an expo; it is an essential bridge connecting Uganda’s tourism offerings with the world. Through this event, we are facilitating collaboration, investment, and long-term partnerships that will drive the growth of our tourism sector,” she said.
Beyond promotional efforts, Uganda is actively seeking to attract investors to its national parks and tourism infrastructure. With many park concession leases set to expire, the government plans to offer new investment opportunities to both local and international stakeholders. UTB chairperson Pearl Kakooza highlights this as a critical move to enhance the tourism sector’s contribution to the national economy. The government’s long-term vision is to increase tourism’s share of GDP significantly from the current 3.6 percent.
Doreen Katusiime, Permanent Secretary in the Ministry of Tourism, Wildlife, and Antiquities, underscores the government’s commitment to ensuring sustainable growth in the sector. “We are focused on driving real investments and creating new partnerships that will enhance our tourism industry. Our goal is not only to increase visitor numbers but also to ensure that tourism development is inclusive, sustainable, and beneficial to local communities.”
With these targeted 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.
