World Tourism Day: Let Uganda’s many tourism stories take centre stage

What the report says

The Observer published an opinion piece marking World Tourism Day that argues Uganda should promote a broader tourism identity than its best-known wildlife attractions. The article says the country is often marketed around gorillas, savannah game, lakes, weather and food, but that places such as Mbale show a wider mix of experiences, including Mount Elgon scenery, Arabica coffee, waterfalls, Wanale Ridge and cultural traditions such as Imbalu.

The piece was written against the backdrop of World Tourism Day celebrations in Mbale, which coincided with Uganda Wildlife Authority Open Park Days held from 25 to 27 September. During that period, selected national parks and wildlife reserves, including Queen Elizabeth, Murchison Falls, Lake Mburo and Kidepo Valley, as well as several reserves, opened without entrance fees. The author says the move helped lower a barrier for Ugandans who had long planned to visit national attractions.

Beyond access, the article links tourism to conservation and local livelihoods, arguing that visitors only generate long-term value if wildlife, forests, wetlands and cultural sites are protected. It also notes the role of digital tools in helping destinations reach wider audiences, in line with the year’s global theme on digital transformation and artificial intelligence in tourism.

The article says government has budgeted Shs 571.5 billion for tourism development in 2026/27, including infrastructure and promotion, and uses that figure to call on tour operators, communities and businesses to improve storytelling, accessibility and local participation so that Uganda’s tourism offer is seen as a fuller national story.