Uganda is positioning digital innovation and Artificial Intelligence (AI) as critical drivers of tourism growth, competitiveness and sustainable development as the country steps up preparations for the 2026 World Tourism Day celebrations in Mbale City.
The call was made at the World Tourism Day 2026 Thematic Conference held at the National ICT Hub, where government, development partners, private sector players, technology innovators and tourism stakeholders convened to explore how digital technologies can reshape and redesign Uganda’s tourism sector.
The conference was held under the global theme, “Digital Agenda and Artificial Intelligence to Redesign Tourism,” and forms part of activities leading up to the World Tourism Day celebrations.
Representing the Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, Mrs Doreen Katusiime, the Under Secretary Mr Geofrey Sseremba said Uganda must move beyond viewing tourism solely through the lens of its physical attractions and embrace digital technologies as an integral part of the visitor journey and tourism value chain.
“The modern global traveller discovers, compares, books and reviews their entire journey through digital interfaces. A destination’s online visibility is now directly tied to its global competitiveness. If we are not visible on the digital highway, we are virtually invisible to the world,” the Under Secretary said.
He noted that the convergence of tourism and technology presents opportunities not only for destination marketing but also for conservation, visitor management, data-driven decision-making and improved service delivery.
According to the Ministry, emerging technologies can support predictive approaches to combating wildlife crime, monitoring eco-tourism footprints, improving payment systems at tourism facilities and generating better visitor intelligence.
“Artificial Intelligence and digital frameworks are more than just marketing megaphones. They are powerful architecture for structural change,” the Under Secretary said.
The Ministry also emphasised the need to ensure that digital transformation benefits small and medium tourism enterprises, community tourism initiatives, artisans, tour guides and other players across the tourism value chain.
“Smart tourism cannot be exclusive. It must be democratic. If a community-based tourism initiative at the foot of Mount Elgon or a local crafts group in Jinja cannot be found on a digital map or accept digital payments, our transformation agenda is incomplete,” the Under Secretary said.
The Ministry further called for partnerships that equip young people, tour guides, conservationists and tourism businesses with the skills required to participate meaningfully in the digital tourism economy.
The private sector was represented at the conference by Mr Kato Isa, Vice President of the Uganda Tourism Association, who underscored the importance of technology in improving the competitiveness and efficiency of tourism businesses.
“The future of tourism will increasingly depend on how quickly businesses embrace digital tools to understand their customers, improve service delivery and remain visible in an increasingly competitive global market. The private sector is ready to work with government to turn this digital agenda into practical business solutions,” Mr Isa said.
He called for stronger collaboration between government, tourism associations and technology players to ensure that innovations respond to the actual needs of tourism enterprises.
Representing the Uganda Tourism Board (UTB), Senior Marketing Officer Mr Arthur Lwamafa said digital technologies are creating new opportunities for Uganda to strengthen its destination marketing and reach travellers at the point where they are making travel decisions.
“Our task is to ensure that Uganda is not only visible online, but that our stories, experiences and attractions are discoverable within the digital platforms where today’s traveller searches for inspiration and makes decisions. AI gives us an opportunity to make our destination marketing more targeted, relevant and responsive,” Lwamafa said.
He added that digital storytelling should also help bring lesser-known tourism attractions and experiences into the international spotlight.
Technology innovators at the conference highlighted the growing role of locally developed solutions in transforming Uganda’s tourism ecosystem.
Mr Brian Namanya, Chief Executive Officer of Tubayo, said Uganda’s technology ecosystem has an opportunity to build solutions that connect travellers with local tourism experiences while creating new opportunities for young innovators.
“Tourism is a massive opportunity for Uganda’s technology community. We need to build solutions that make it easier for travellers to discover, book and experience Uganda while ensuring that local businesses and communities are part of that value chain,” Namanya said.
He encouraged young developers to look beyond standalone applications and develop interconnected solutions that address real challenges within the tourism ecosystem.
Mr Andrew Bazira, Business Analytics representative from the National Information Technology Authority-Uganda (NITA-U), highlighted the importance of reliable data in enabling tourism stakeholders to make informed decisions.
“Digital transformation is ultimately about using data intelligently. When tourism data is collected, analysed and applied effectively, it enables stakeholders to understand visitor behaviour, identify opportunities and make better decisions. This is the foundation on which smart tourism should be built,” Bazira said.
The Ministry said government is pursuing a digital transformation agenda that integrates AI and automated data systems into tourism operations.
Among the initiatives being advanced are the use of AI-powered surveillance to support wildlife tracking and park security, development of digital content hubs for destination marketing and the use of predictive analytics to understand visitor trends and promote lesser-known tourism destinations.
The Ministry is also working with the Ministry of ICT and National Guidance and relevant security agencies to explore technology-driven solutions that can strengthen tourism security and visitor experiences.
The Under Secretary said government also recognises the role of private-sector innovation in accelerating transformation across the sector and called for solutions that integrate tourism businesses, communities, transport providers and visitors.
“Let us not view technology merely as a communications channel. Let us handle it as an economic engine capable of creating thousands of jobs for our youth,” the Under Secretary said.
The Ministry further acknowledged the support of the United Nations Development Programme (UNDP) in advancing innovation and sustainable development in Uganda, noting that partnerships will remain central to achieving the objectives of the digital tourism agenda.
The conference forms part of Uganda’s build-up to World Tourism Day 2026, which will be celebrated in Mbale City, bringing together stakeholders to reflect on the role of tourism in economic transformation, innovation and sustainable development.
As Uganda continues to position tourism as a key contributor to the national economy, the Ministry says the integration of technology, innovation and AI will be critical in modernising the visitor experience, expanding market access and ensuring that tourism opportunities reach businesses and communities across the country.