POATE 2026: Uganda Targets Global Tourism Leadership Following 19.7% Growth Surge
Kampala, Uganda – On the sidelines of the Pearl of Africa Tourism Expo (POATE2026), Uganda’s Ministry of Foreign Affairs has convened a strategic engagement with its Missions Abroad and tourism stakeholders to strengthen whole-of-government coordination and advance the nation’s global tourism competitiveness.
Addressing attendees, the Permanent Secretary of the Ministry of Foreign Affairs, Vincent Waiswa Bagiire, emphasized strategic diplomacy, destination marketing, digital systems, and measurable results as the core pillars required to position Uganda as a leading global destination.
Robust Growth in Visitor Arrivals
The strategic push comes on the heels of a highly successful year for the sector. The Permanent Secretary revealed that Uganda recorded approximately 1.64 million international tourist arrivals in 2025, representing a 19.7% increase compared to previous years.
“This growth demonstrates that our tourism promotion strategies are beginning to yield positive results,” Bagiire said, attributing the upward trajectory to ongoing destination marketing efforts and improved international visibility. “Tourism competitiveness requires coordination, innovation, [and] policy.”
Streamlining Diplomatic and Private Sector Efforts
A central theme of the engagement was the eradication of administrative silos to drive sustainable tourism growth and investment. Bagiire called for stronger, seamless collaboration between Uganda’s Missions Abroad, the Uganda Tourism Board (UTB), destination management organizations, government agencies, and the private sector.
To maximize impact and avoid the duplication of efforts, he urged diplomatic missions to closely align their promotional activities with the Ministry of Tourism and UTB. Furthermore, he encouraged stakeholders to collaborate with tourism experts, destination marketers, and international media partners to strengthen Uganda’s global brand.
Global Outreach and Core Attractions
Uganda’s international marketing strategy relies heavily on high-profile participation in major tourism expos, trade fairs, and roadshows across Europe, Asia, North America, the Middle East, and Africa. Bagiire highlighted critical promotional engagements in key global hubs, including:
- London
- Paris
- Geneva
- Beijing
- Shanghai
These international campaigns remain vital for showcasing Uganda’s premium tourism products, specifically gorilla trekking, wildlife tourism, cultural heritage, and adventure tourism.
Digital Modernization and Border Openness
Looking forward, the Ministry is prioritizing digital infrastructure and policy reforms to sustain the current momentum:
- Data-Driven Promotion: Bagiire called for improved digital systems to enhance data-driven tourism promotion and monitoring.
- Regional Visa Integration: On regional tourism, he strongly advocated for easier visa policies within Africa, arguing that reducing travel barriers will directly promote regional economic integration and continental tourism growth.
The Permanent Secretary concluded by urging all stakeholders to maintain a strict focus on professionalism, innovation, accountability, and measurable results to secure the long-term sustainability of Uganda’s tourism sector.
