Museveni pushes AI, digital tools to grow Uganda tourism earnings
Uganda is betting on artificial intelligence (AI) and digital platforms to grow its tourism earnings. President Yoweri Museveni has urged operators to adopt technology so the country can compete for global travellers.
Speaking at the World Tourism Day celebrations in Mbale District on September 27, Mr Museveni said technology is changing how travellers discover destinations, deal with operators and plan their trips.
“A tourist today wants to discover a destination online, compare experiences, communicate with operators, make bookings, navigate easily and share the experience instantly,” he said.
“Uganda must therefore ensure that our tourism businesses are visible and competitive in the digital marketplace.”
The President said AI could be used in destination marketing, visitor information, product development, customer engagement, conservation and analysis of tourist behaviour.
Tourism, Wildlife and Antiquities minister Tom Butime said AI is giving tourism firms new tools to track changing markets, target promotional campaigns, improve visitor experiences and connect travellers with local businesses.
Mr Butime, however, said online visibility must lead to more bookings and higher earnings.
“We must convert impressions into enquiries; enquiries into bookings; bookings into arrivals; arrivals into longer stays; and longer stays into greater tourism receipts,” he said.
He cited earlier digital campaigns, including Explore Uganda, as proof that technology-led marketing can draw international attention to the country.
The push comes as Uganda’s tourism sector recovers strongly from the disruption caused by the Covid-19 pandemic.
The country received a record 1.64 million international tourists in 2025, according to the Ministry of Tourism, Wildlife and Antiquities. The ministry said that was a 19.7 percent increase on earlier baseline periods.
Tourism contributes 5.9 percent of Uganda’s gross domestic product (GDP) and directly supports more than 876,000 jobs, according to the ministry. Women and young people make up a large share of the sector’s workforce.
The government now wants to build on the rise in arrivals by turning online interest into more bookings, longer stays and higher tourism revenues.
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