Kampala — Uganda is set to mark World Tourism Day on 27 September 2026 in Mbale City under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism.” The national celebrations will highlight how technology can transform the country’s tourism sector, improve visitor experiences, and drive sustainable growth.
The Ministry of Tourism, Wildlife and Antiquities, together with the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), and private sector stakeholders, has been preparing for the event throughout Tourism Month. Permanent Secretary Doreen Katusiime has emphasised that digital tools and artificial intelligence offer practical solutions for marketing, customer engagement, data analysis, and business decision-making.
According to ministry figures, Uganda recorded 793,815 international visitors between January and June 2026, a 3.7 per cent increase compared to the same period in 2025. Tourism receipts rose by 25.6 per cent to about Shs 2.30 trillion, while the average length of stay increased from 7.4 to 8.3 nights. Officials say these gains show the sector’s recovery and potential, but they stress the need for innovation to attract more high-value visitors and encourage longer stays.
The choice of Mbale City as the host location reflects efforts to spread tourism benefits beyond traditional destinations such as Bwindi, Queen Elizabeth, and Murchison Falls national parks. Eastern Uganda offers attractions including Mount Elgon, Sipi Falls, and cultural experiences that organisers hope will gain greater visibility through digital platforms.
Katusiime noted that artificial intelligence can help personalise travel recommendations, improve online booking systems, and provide real-time information to tourists. Digital marketing campaigns are also expected to reach new international audiences more efficiently than traditional methods alone. The ministry is encouraging tourism enterprises, especially small and medium operators, to adopt digital tools that can enhance their competitiveness.
World Tourism Day, observed globally on 27 September each year, provides an opportunity for countries to showcase their tourism potential and discuss industry challenges. This year’s focus on digital transformation aligns with Uganda’s broader strategy to grow tourism earnings as part of the national tenfold economic growth agenda.
Stakeholders have called for improved internet connectivity in tourism sites, better digital skills training for industry workers, and partnerships with technology providers. They argue that without these foundations, the benefits of AI and digital platforms may remain limited to urban areas and larger operators.
The celebrations in Mbale are expected to feature exhibitions, panel discussions, cultural performances, and the official launch of digital tourism initiatives. Local leaders and tourism businesses in the region have expressed optimism that the event will boost visibility and attract more domestic and international visitors to eastern Uganda.
As Uganda continues to recover and expand its tourism sector, the emphasis on technology signals a shift toward more data-driven and visitor-centred approaches. Officials hope that the World Tourism Day activities will not only raise awareness but also accelerate the practical adoption of digital solutions across the industry.
With less than a week remaining before the national event, preparations in Mbale are intensifying. The Ministry of Tourism has urged all stakeholders to participate actively and use the platform to explore innovative ways of redesigning Uganda’s tourism future.