Tourism Sector Players in Uganda have been urged to accelerate the adoption of digital technologies and artificial intelligence (AI) across the tourism value chain as the country prepares to celebrate World Tourism Day 2026.
The call was made by the Minister of Tourism, Wildlife and Antiquities, Tom Butime, in a speech delivered by the ministry’s Permanent Secretary Doreen Katusiime during the launch of Uganda’s World Tourism Day 2026 celebrations at Marriott Hotel in Kampala on September 3.
This year’s celebrations, to be held in Mbale City on September 27, will be under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.”
According to Butime, the theme comes at a time when technology is increasingly shaping how travellers discover destinations, make bookings, pay for services and share their experiences.
“This means that our visibility in the digital space is now directly linked to our competitiveness as a destination,” the minister said.
He added that digital technologies can help Uganda promote its tourism attractions to wider markets, improve customer service, increase business efficiency and better understand visitors and their preferences.
AI, the minister added, could further transform the sector through personalised visitor experiences, smarter marketing, data analysis, customer engagement, business decision-making and destination management.
“We must move beyond viewing technology simply as a communication tool. We must see it as an enabler of tourism growth, efficiency, innovation and competitiveness,” he said.
However, the minister noted that some tourism enterprises, particularly smaller businesses, continue to lag behind in adopting digital technologies.
The minister called on businesses that are already benefiting from technology to support those struggling to keep up by sharing knowledge and developing affordable solutions.
“I therefore call upon those already benefiting from technology to hand-hold the weaker ones. Let us share knowledge, mentor one another and develop solutions that are affordable and accessible to businesses across the tourism value chain,” the minister said.
The minister stressed that Uganda’s digital transformation should benefit businesses across the sector.
The minister also highlighted positive performance in Uganda’s tourism sector during the first half of 2026.
Between January and June, Uganda received 793,815 international visitors, representing a 3.7 percent increase compared with the same period in 2025.
Tourism receipts rose by 25.6 percent to approximately Shs2.30 trillion, while the average length of stay increased from 7.4 nights to 8.3 nights, according to the figures presented during the launch.
The minister said the figures demonstrate tourism’s growing contribution to Uganda’s economy but added that the country must do more to increase the value generated from each visitor.
“We need visitors to stay longer, experience more destinations, purchase more products and spend more across the tourism value chain,” the minister said.
He also pointed to a reported decline in visitation to national parks, saying it was a reminder that Uganda could not afford to become complacent.
The country, the minister said, must continue investing in destination marketing, product diversification, conservation and improved visitor experiences.
Mbale City will host the national World Tourism Day celebrations on September 27, with the minister describing the choice of the city as deliberate because of its position as a gateway to the Elgon Tourism Region.
The region offers a mix of natural, cultural and adventure tourism attractions, including Wanale Hills, Sipi Falls, Mount Elgon National Park, Sisiyi Falls, coffee tourism and a rich cultural heritage.
The celebrations are expected to provide a national platform for promoting the region and encouraging both Ugandans and international visitors to explore its attractions.
The Explore Uganda – Masaba Edition will form a central part of the campaign, bringing together media, influencers, tourism operators and other stakeholders to experience and promote attractions in the region.
The minister said the initiative is intended to go beyond showcasing scenic destinations.
“The objective is not simply to showcase beautiful places. We want to stimulate visitation, create business opportunities and connect local communities to the tourism value chain,” he said.
Tourism, the minister noted, can generate income for communities through accommodation, food, transport, guiding, entertainment, crafts and other services.
He called on government institutions, local governments, tourism businesses, development partners, academic institutions, cultural organisations, the media, artists, innovators and local communities to participate in the month-long programme.
Stakeholders were urged to promote the events, showcase their products, mobilise their networks and contribute to telling Uganda’s tourism story.
The minister particularly appealed to media organisations to maintain visibility of the celebrations through television, radio, newspapers and digital platforms before, during and after the events.
Tourism businesses were also encouraged to use the celebrations to market their products, establish partnerships, network and reach new customers.
Addressing Mbale City leaders, the minister said their involvement demonstrated confidence in the tourism potential of the city and the wider Elgon Region.
“This is an opportunity not only to showcase what Mbale has, but also to demonstrate what the Elgon region can become as a tourism, investment and innovation destination,” the minister said.
The minister said the World Tourism Day celebrations should ultimately produce tangible benefits beyond the events themselves.
“Let them create new partnerships, new visitors, new investments, new innovations and new opportunities for the people of Mbale, the Elgon Region and Uganda as a whole,” he said.