Uganda’s New Tourism Policy: Urgent Call for Innovation and Investment to Secure Global Competitiven

Uganda’s tourism sector stands at a crossroads, with Minister Tom Butime issuing a stark warning: the country risks losing its competitive edge in the global tourism industry unless it adapts swiftly to the rapid disruptions reshaping the sector. Speaking at the launch of Uganda’s renewed tourism policy, Butime highlighted the profound transformations driven by technology, climate change, emergencies, and evolving traveler expectations—forces that are redefining the landscape for destinations worldwide.

“The global tourism environment is shifting rapidly due to technology, climate change, emergencies, and evolving traveler preferences,” Butime stated, underscoring the urgency for Uganda to innovate and invest. He noted that international and continental competition has intensified, and only those destinations that embrace change will lead the future. The new policy, he explained, is designed to fortify Uganda’s tourism sector against shocks that have destabilized global travel in recent years, including pandemics, economic disruptions, and geopolitical tensions. The framework aims to build greater resilience, competitiveness, and sustainability to protect the industry from emerging risks [[1]](https://allafrica.com/stories/202511270600.html).

Butime was candid in his assessment: Uganda’s natural advantages—its biodiversity, landscapes, cultural diversity, and hospitality—are no longer sufficient to guarantee success. “Potential is not progress,” he warned, urging for increased investment, product development, and enhanced visitor experiences. He stressed that Uganda must assert itself in an industry generating an estimated USD 11 trillion globally and creating millions of jobs. The new policy aligns with commitments in the NRM Manifesto, the National Development Plan IV, and the Tenfold Growth Strategy, ensuring that tourism remains central to Uganda’s economic transformation agenda.

One of the policy’s key pillars is the strategic targeting of high-value segments such as Meetings, Incentives, Conferences, and Exhibitions (MICE). Butime described the upcoming AFCON 2027 as “a generational opportunity to showcase Uganda to the continent and the world,” and pointed to the new Hoima stadium as a catalyst for sports tourism. He also emphasized the unique appeal of Uganda’s cultural heritage, highlighting destinations like Kasun and the country’s distinct identity as powerful draws for international visitors.

Uganda’s youthful population, Butime noted, provides an innovative workforce for digital tourism, entertainment, and hospitality. He also stressed the importance of peace and stability in maintaining Uganda’s global image, citing the country’s peaceful electoral cycle as a reassurance to investors and visitors alike. The minister identified new areas for diversification, including sports, agriculture, education, research, and water-based tourism, with lakes, rivers, and wetlands representing untapped opportunities. Faith-based tourism, anchored by destinations like Namugongo, was also singled out as a growth area.

Permanent Secretary Doreen Katusiime echoed these themes, describing the new policy as the strategic framework Uganda needs to accelerate economic transformation and secure its place among Africa’s leading destinations. She called tourism “a powerful engine intricately linked to our highest national aspirations,” and emphasized that the policy is central to achieving Vision 2040 and the targets of the National Development Plan IV, while operationalizing the government’s Tenfold Growth Strategy.

Katusiime highlighted Uganda’s unmatched natural endowments—from majestic wildlife and green landscapes to the River Nile and rich cultural heritage—which position the country as a premier destination. However, she cautioned that these strengths have not been fully utilized. “Yet to move from that potential to prosperity, we must address persistent challenges of infrastructure, regulatory frameworks, limited investment, and more,” she said. The policy commits the government to “strategic, coordinated interventions to move Uganda decisively toward being among Africa’s top five tourist destinations.”

Tourism’s potential to create jobs, drive foreign exchange earnings, and empower communities has long been acknowledged but underutilized. The new policy represents a clear commitment to confronting these constraints head-on. Aligned with the East African Community Tourism Protocol and the UN Sustainable Development Goals, the framework is anchored on sustainability, inclusivity, innovation, and competitiveness.

Katusiime called the private sector “the key engine of investment and innovation” and thanked development partners, including the World Bank, for their unwavering support. She also praised local communities as “the ultimate custodians as well as beneficiaries of our natural and cultural heritage.”

For Africa’s travel industry, Uganda’s renewed tourism policy is a timely reminder that adaptability, strategic investment, and innovation are now prerequisites for success. As global tourism continues to evolve, only those destinations that embrace change and invest in their people, products, and infrastructure will secure a place among the world’s leaders. Uganda’s new policy sets a bold course—one that challenges the sector to move beyond potential and deliver real, sustainable progress for the nation and the continent.