By Johannah Nantongo
KAMPALA — Uganda will celebrate this year’s World Tourism Day in Mbale on September 27, with the government seeking to promote cultural tourism in the Mount Elgon region and reduce the sector’s dependence on wildlife attractions.
President Yoweri Museveni is expected to attend the main celebrations, according to tourism officials who announced the programme in Kampala.
The decision to take the event to Mbale reflects a growing push to showcase Uganda’s diverse cultural experiences alongside its established attractions such as gorilla trekking, game viewing and the River Nile.
Uganda Tourism Board chief executive Juliana Kagwa said the celebrations will give communities in the region an opportunity to promote their traditions, cuisine, coffee and cultural practices.
She specifically highlighted the Bagisu and other communities around Mount Elgon, saying their cultural heritage could become a major tourism product.
The tourism authorities have also been taking the World Tourism Day celebrations to different parts of the country. Last year, the event was held in the Rwenzori region, with Kasese among the destinations recently receiving increased attention.
Tourism earnings rise
The shift comes as Uganda records growth in international tourism.
Between January and June 2026, the country received 739,850 international visitors, representing a 3.7 percent increase compared with the same period in 2025.
Tourism earnings grew by 25.6 percent to approximately Shs2.3 trillion, while the average visitor stay increased from 7.4 to 8.3 nights.
However, officials noted a slight decline in visits to national parks during the same period, highlighting the need to develop additional tourism products.
Uganda is also facing stiff competition from established tourism destinations such as Kenya, Tanzania and Rwanda.
AI takes centre stage
This year’s World Tourism Day programme will also focus on digital technology and artificial intelligence and their growing influence on tourism.
Uganda Tourism Association Vice-President Issa Kato said technology now plays a major role in how travellers research and select destinations.
Ministry of Tourism, Wildlife and Antiquities Permanent Secretary Doreen Katusiime said even government agencies were increasingly using AI tools in their work.
She, however, cautioned that smaller tourism businesses risk being left behind as technology advances.
Katusiime called on larger and more technologically advanced tourism operators to support smaller businesses in adopting digital tools.
Free park access
As part of efforts to encourage domestic tourism, Ugandans will be allowed free access to eight national parks from September 25 to 27.
The government is also engaging media influencers to promote the country’s protected areas and encourage more Ugandans to visit them.
Katusiime said the strong public response to the World Tourism Day launch demonstrated growing interest in tourism, noting that organisers had not anticipated such a large turnout.
The September celebrations in Mbale are therefore expected to combine cultural promotion, domestic tourism, digital innovation and efforts to position Uganda as a more diverse tourism destination.