By Jonathan Mbiriyamveka
Uganda is embarking on its most ambitious tourism growth strategy yet: a plan to double the number of travellers arriving from Southern Africa within the next five years, unlocking an estimated US$875 million in new revenue.
The target was announced by Amb. Paul Amoru during the official launch of the Uganda Travel Trade Roadshow – Southern Africa in Johannesburg.
The initiative spans six cities over nine days and brings together government officials, airlines, tourism boards and 20 of Uganda’s leading tour operators.
“We come with a pragmatic and measurable goal: to double arrivals from the Southern African market,” Amoru said. “This will generate revenue, create thousands of jobs and deepen regional tourism value chains.”
The strategy rests on four pillars:
1. Coordinated marketing between Uganda Tourism Board, Uganda Airlines and private operators;
2. Enhanced air connectivity, including more Uganda Airlines frequencies and potential multi-city routing;
3. Product diversification to meet Southern African traveller tastes; and
4. Long-term private-sector partnerships built through B2B sessions during the roadshow.
Southern African travellers are known for their strong purchasing power, spending up to US$1,250 per trip—making them among Uganda’s highest-yield segments.
Uganda hopes to use cultural evenings, trade showcases, joint promotional campaigns and multi-destination packages to tap deeper into this potential.
The move comes as intra-African tourism rebounds strongly post-pandemic, with travellers showing a growing preference for regional safaris, adventure travel and cultural exploration without long-haul flights.
If achieved, the five-year target could transform Uganda’s rural tourism economy. With 78% of tourism employment in rural areas, growth in arrivals would uplift communities in regions surrounding Bwindi, Murchison Falls, Kidepo and Queen Elizabeth national parks.
“This is not just about numbers; it is about livelihoods, conservation, and shared prosperity,” Amoru emphasised. “Our goal is to ensure that both Uganda and Southern Africa benefit in equal measure.”
Tourism guru Farai Chimba who was representing the Tourism Business Council of Zimbabwe said the two countries shared a common goal of taping into tourism market as a unit.
he said for this to succeed there was need for collaboration for the strategy to succeed.
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