A lion in Queen Elizabeth National Park
The Uganda Tourism Board (UTB) has announced an ambitious plan to attract three million visitors by 2027, with the Africa Cup of Nations (AFCON) and other global events expected to drive the sector’s growth.
Speaking at the launch of the second edition of the Adventure Tourism Uganda magazine in Kampala, UTB Chief Executive Officer Julian Kaggwa said tourism is central to Uganda’s Vision 2040 and the government’s 10-fold Growth Strategy.
“Right now, tourism contributes about 6% to Uganda’s GDP. In the next three years, we expect this to reach 10%. By 2027, with AFCON and other major events, we want to hit the three million visitor mark, which we believe will be a tipping point for sustainable tourism in Uganda,” Kaggwa said.
According to UTB, Uganda received 1,274,210 visitors in 2023 and 1,371,895 in 2024, showing steady recovery from the Covid-19 slump. Achieving three million would place Uganda on par with regional rivals Kenya and Tanzania. The country will co-host AFCON 2027 under the East Africa Pamoja initiative.
Kaggwa stressed the need to diversify beyond wildlife, traditionally Uganda’s main draw. “We boast of the big seven, and if you add the Ugandan people, we can even say the big eight,” he joked. “But beyond wildlife, we want to immerse visitors in culture, adventure, and unique experiences — from mountains and rivers to cultural villages and adventure sports.”
The new magazine showcases Uganda’s broader tourism offering, including cycling, mountain climbing, rafting, hiking, and cultural experiences. Conservation successes, such as the increase in Uganda’s rhino population from six in 2009 to 48 today, were also highlighted ahead of World Rhino Day (September 22), World Gorilla Day (September 24), and World Tourism Day (September 27), which will be marked in Arua.
International partners echoed support. Bouwe-Jan Smeding, the Netherlands Deputy Head of Mission, said his government is backing Uganda’s tourism through training, promotion, and partnerships. “Tourism is one of the biggest job creators in the world, and for Uganda, it can be a game changer,” he said.
Martijn Harlaar, Director of Eye Opener Works, which produces the magazine, said the publication is a collaborative effort between Ugandan companies, UTB, and the Dutch Embassy. “Our goal is to make sure these stories reach the world — from coffee shops in Kampala to international markets,” he said.
Uganda Tourism Association President Yogi Birigwa hailed the initiative as a milestone in diversification. “We cannot depend on gorillas alone. Uganda is beautiful and diverse, from culture to food, scenery to people. We must market all of this. As the private sector, we are ready to collaborate with UTB and government to grow tourism,” she said.
With AFCON 2027 expected to draw thousands of fans, players, and journalists, Kaggwa emphasized that the tournament will provide more than just football. “AFCON will be a platform for showcasing our culture, adventure, and hospitality. If we prepare well, it can help us achieve the three million visitor target,” he said.
Sector players, however, called for improvements in infrastructure, internet connectivity, and marketing to match the ambitious target.
-URN
