Uganda’s tourism sector has received a major financial boost following the allocation of UGX 48.6 billion in the national budget to support destination marketing and promotion under the government’s #ExploreUganda campaign. The funding, highlighted through the #KnowYourBudget initiative, is expected to strengthen Uganda’s visibility in key international markets and accelerate recovery and growth in the tourism industry.

Tourism remains one of Uganda’s leading foreign exchange earners, contributing significantly to employment and national development. With this new allocation, authorities aim to intensify global marketing efforts, improve destination branding, and attract high-value tourists from strategic regions including North America and Europe.

Boost for Tourism Marketing and Global Visibility

Officials say the UGX 48.6 billion will go toward a range of promotional activities, including international travel expos, digital marketing campaigns, partnerships with global tour operators, and media engagements. The Explore Uganda brand has in recent years become the centerpiece of the country’s tourism strategy, showcasing Uganda’s diverse offerings—from wildlife safaris and adventure tourism to cultural heritage and historical sites.

The increased funding is also expected to support content creation, influencer marketing, and familiarization trips aimed at giving international travel stakeholders firsthand experience of Uganda’s attractions.

Uganda Hosts Canadian Tour Operators

In line with these efforts, Uganda is currently hosting a high-level delegation of leading tour operators, travel agents, and media personalities from Canada. The delegation, in the country from April 8th to April 18th, 2026, is participating in a 10-day familiarization trip designed to promote Uganda as a top travel destination in the North American market.

Familiarization trips are widely regarded as a powerful marketing tool in the tourism sector, as they allow participants to experience destinations directly and later influence travel decisions, package development, and media coverage in their home countries.

Showcasing Uganda’s Cultural and Historical Heritage

The Canadian delegation was welcomed with an immersive city experience in Kampala, offering a deep dive into Uganda’s rich history, culture, and heritage.

Among the highlights was a visit to the Namugongo Martyrs Shrines, one of the country’s most significant religious sites, known for commemorating the Uganda Martyrs and attracting pilgrims from across the world.

The group also toured the historic Lubiri Palace, the official residence of the Kabaka of Buganda, where they learned about the kingdom’s political and cultural legacy. Another key stop was the Gaddafi National Mosque, an architectural landmark that offers panoramic views of the العاصمة and reflects Uganda’s religious diversity.

The cultural experience concluded at the Kasubi Tombs, a UNESCO World Heritage Site and burial ground for Buganda kings, providing the delegation with deeper insight into traditional leadership and customs.

Expected Impact on Uganda’s Tourism Growth

Tourism stakeholders are optimistic that the combination of increased funding and targeted international engagement will translate into higher tourist arrivals and increased revenue. The presence of Canadian tour operators is particularly strategic, as it opens opportunities for Uganda to tap into a high-spending travel market.

By investing in promotion and strengthening partnerships with global travel influencers and agencies, Uganda is positioning itself as a competitive destination on the international stage.

As the familiarization trip continues, expectations remain high that participants will return to Canada as ambassadors of Uganda’s tourism potential, further amplifying the country’s global appeal under the Explore Uganda campaign.