With earnings rising to Shs5.8 trillion in 2025, Uganda is no longer just a hidden gem it is fast becoming one of Africa’s most desirable high-value travel destinations.
Backed by major government investment and a focus on luxury experiences, the country is rebranding itself for the global tourism elite.
From Budget Stop to Bucket-List Experience
Uganda is shifting its tourism strategy from simply attracting numbers to focusing on quality. While the number of tourists continues to grow steadily, now projected to hit 2 million by 2028, it is the value per visitor that the government is prioritizing.
Leisure tourists, although staying for shorter periods, are the biggest spenders. Uganda is banking on this trend, aiming to offer immersive and premium experiences from luxury lodges near gorilla trekking trails to curated cultural safaris and wellness retreats.
Big Government Backing for Bigger Returns
To support this upscale shift, the government has allocated UGX 430 billion in the 2025/26 financial year to develop the sector further.
The money is going into improving high-end accommodation standards, enhancing accessibility to tourism hotspots, and investing in the country’s global brand as a premier destination.
This investment also includes infrastructure upgrades like paving roads to national parks and cultural heritage sites to ensure that even the most remote destinations offer world-class convenience.
A Global Market Ready for Uganda
According to the May 2025 World Tourism Barometer, international tourism is on the rebound, with over 300 million global tourists recorded in the first quarter alone.
Uganda is tapping into this recovery, having welcomed over 1.3 million international visitors in 2024 nearing 90% of pre-pandemic levels.
What’s more, the visitor profile is changing. China has now overtaken the UK as Uganda’s third-largest source market, after India and the U.S., signaling rising interest from Asian travelers who tend to spend more per trip.
Tourism as a Serious Export
Tourism isn’t just a leisure industry it’s becoming one of Uganda’s strongest export earners. In 2024 alone, international tourism receipts hit $1.28 billion, accounting for 16% of total export revenue. With continued recovery, this figure is expected to grow further in 2025.
The sector now contributes over 3.6% to GDP and supports nearly one in every seven jobs. And as Uganda continues to diversify its economy, tourism is proving to be a resilient and high-potential pillar.
Signature Experiences over Mass Tourism
Uganda’s strategy is clear: focus on signature experiences rather than mass arrivals. This includes exclusive gorilla tracking permits, guided hikes in the Rwenzori Mountains, and intimate wildlife encounters in Queen Elizabeth and Kidepo Valley national parks.
Events like the Pearl of Africa Tourism Expo and World Tourism Day celebrations are being used to showcase Uganda’s upgraded tourism product to global travel agencies, bloggers, and media houses.
Sustainability at the Core
To appeal to modern eco-conscious travelers, Uganda is also investing in sustainability. New efforts are being rolled out to reduce plastic waste in tourist-heavy areas and promote responsible travel through eco-lodges, community tourism projects, and recycling systems.
Uganda is not just recovering it is evolving. With strategic investments, a refined tourism product, and a clear branding direction, the country is repositioning itself as a high-end, experience-rich destination in Africa.
If the growth trend continues, Uganda may soon compete with the likes of Kenya, South Africa, and Tanzania not just in tourist numbers, but in tourism value.