Tourism Sector Urged to Embrace AI, Digital Tools to Drive Growth

What the report says

Uganda’s tourism officials are calling on the sector to adopt artificial intelligence and other digital tools to strengthen marketing, improve visitor services and boost competitiveness. The message came as the Ministry of Tourism, Wildlife and Antiquities launched Tourism Month, which will lead into national World Tourism Day celebrations in Mbale City on September 27.

According to Nile Post, Permanent Secretary Doreen Katusiime said the industry can no longer treat digital technology as only a communications aid. She argued that online visibility now shapes how travelers discover destinations, compare options, book trips and read reviews. Katusiime said AI could help tourism businesses tailor experiences, improve customer engagement and better understand markets. She also pointed to a new ministry tourism website under development that is expected to include AI features and provide information on attractions, hotels and tour operators.

Uganda Tourism Board chief executive Juliana Kagwa said the digital push could help lesser-known destinations reach wider audiences. She noted that the Eastern region, which will host the main celebrations, offers adventure, cultural and nature-based tourism products that can be promoted through media and online platforms. The celebrations in Mbale are expected to highlight the Elgon region, including waterfalls, Mount Elgon National Park, coffee tourism and cultural heritage.

The ministry’s push comes as Uganda reports higher international arrivals and tourism receipts in the first half of 2026. Officials say the figures underline the sector’s importance to the economy, while also showing a need for continued investment in marketing, product diversification and visitor experiences. Industry players, however, say infrastructure and cost remain obstacles for smaller businesses.