Kampala, Uganda — September 23, 2026: The Uganda tourism sector is being urged to embrace artificial intelligence (AI) and digital technologies as the country seeks to strengthen its position in the increasingly competitive global tourism market.
The call was made during a thematic conference held at the National ICT Hub in Nakawa, Kampala, as Uganda prepares for this year’s World Tourism Day celebrations in Mbale City.
The conference is being held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” highlighting the growing importance of technology in how destinations are marketed, discovered and experienced.
Geoffrey Sseramba, Under Secretary at Uganda’s Ministry of Tourism, Wildlife and Antiquities, stressed the importance of establishing a strong digital presence.
“If we are not visible on the digital highway, we are virtually invisible to the world.”
His remarks reflect a major change in the way international travellers search for and plan holidays. Instead of relying entirely on traditional travel agents and printed brochures, travellers increasingly use search engines, social media, online reviews, travel websites and digital booking platforms to research destinations before making decisions.
AI Could Change How Uganda Is Marketed
Uganda is home to internationally recognised attractions including mountain gorillas, chimpanzees, the Big Five, the River Nile, the Rwenzori Mountains and numerous national parks and cultural destinations.
However, having outstanding attractions is only part of the challenge. Tourism businesses also need to make sure potential visitors can easily discover those attractions when searching online.
Uganda’s Ministry of Tourism has identified digital technology and artificial intelligence as tools that can support destination marketing, visitor information, tourism enterprise development and the overall visitor experience.
AI can potentially assist tourism businesses with tasks such as creating travel information, responding to customer enquiries, analysing visitor preferences, translating information into different languages and improving the way tourism products are presented online.
For tour operators, hotels, car-rental companies and other tourism businesses, the shift also creates an opportunity to reach travellers directly rather than depending exclusively on traditional intermediaries.
The Modern Traveler Starts the Journey Online
Uganda’s tourism leadership has highlighted how traveler behaviour is changing.
According to the Ministry, modern travellers increasingly discover destinations online, compare experiences, make bookings digitally, pay online and read and share reviews on digital platforms.
This makes online visibility increasingly important for Ugandan tourism businesses.
A traveler planning a safari, for example, may first search for information about gorilla trekking, Uganda safari prices, national parks, car rental, accommodation or activities before contacting a tour operator.
Businesses that provide useful, accurate and easily accessible information therefore have more opportunities to be discovered during this research process.
Tourism Businesses Face a Digital Opportunity
The push towards digital tourism is particularly important for Uganda’s small and medium-sized tourism businesses.
A local tour operator, hotel, restaurant, guide or car-rental company can now potentially reach customers in Europe, North America, Asia and other African markets without maintaining a physical marketing presence in those countries.
Websites, Google search, social media, online reviews, digital maps, online booking systems and AI-powered tools can all form part of a modern tourism marketing strategy.
The Ministry’s message is therefore not simply about adopting AI for its own sake. It is about making Uganda’s tourism products easier to discover, understand and access in a market where travellers increasingly begin their journey online.
World Tourism Day 2026 Puts Technology at the Centre
The discussions come ahead of World Tourism Day on September 27, 2026, with Uganda’s national celebrations taking place in Mbale City.
The official 2026 World Tourism Day theme is “Digital Agenda and Artificial Intelligence to Redesign Tourism.” UN Tourism says the theme focuses on how AI and digital transformation are changing the way people choose destinations and how tourism businesses operate.
For Uganda, the timing provides an opportunity for tourism stakeholders to consider how technology can help the country showcase more of its attractions to international and domestic travellers.
The Ministry has also emphasised that the digital transformation of tourism should extend beyond marketing to areas such as visitor experiences, destination management, enterprise development and sustainable tourism.
What This Means for Travellers
For visitors planning a trip to Uganda, increased digitalisation could eventually mean easier access to information about destinations, accommodation, transportation, activities and tour packages.
For tourism businesses, it presents an opportunity to improve their online presence and communicate directly with potential customers.
And for Uganda as a destination, the challenge will be ensuring that the country’s diverse tourism attractions are not only available to visitors, but are also visible to them when they begin searching for their next African adventure.
As World Tourism Day approaches, the message from Uganda’s tourism authorities is increasingly clear: the future of tourism will not only depend on what Uganda has to offer, but also on how effectively the country uses digital technology and AI to tell the world about it.
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