Tourists take part in a cultural experience with local community members in Uganda. Photo: Xinhua

NNA News - Uganda is turning to digital technology and artificial intelligence to strengthen its tourism industry, with President Yoweri Museveni saying businesses must adapt to how travellers now discover, book and experience destinations.

Museveni made the remarks in Mbale on Sunday while presiding over Uganda’s national World Tourism Day celebrations. This year’s programme was held under the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism”, with the government using the event to examine how technology can expand the country’s tourism market.

“A tourist today wants to discover a destination online, compare experiences, communicate with operators, make bookings, navigate easily and share the experience instantly,” Museveni said.

“Uganda must therefore ensure that our tourism businesses are visible and competitive in the digital marketplace.”

The president said artificial intelligence could be applied to destination marketing, visitor information, tourism product development, customer engagement, conservation and the analysis of visitor behaviour.

Ugandan cultural performers take part in a traditional dance during a tourism event. Photo: Xinhua

Tourism, Wildlife and Antiquities Minister Tom Butime said the technology could help tourism operators understand their markets, tailor promotions and improve how visitors interact with businesses and destinations.

Butime said the next challenge was converting the attention generated online into actual business for the sector.

“We must convert impressions into enquiries; enquiries into bookings; bookings into arrivals; arrivals into longer stays; and longer stays into greater tourism receipts,” he said.

Uganda’s tourism industry has recorded strong growth. Ministry statistics show that international arrivals reached 1,642,215 in 2025, up 19.7 percent from 2024. Tourism receipts rose to 5.83 trillion Ugandan shillings, equivalent to about US$1.62 billion. The ministry says tourism contributes about 5.9 percent to Uganda’s gross domestic product and directly generated 876,512 jobs, according to its latest statistical data.

The government has already begun introducing digital tools into the sector. The Ministry of Tourism’s website now features Pearl, an AI assistant that uses the ministry’s own published information to help users find information about destinations, parks, services, events and tourism businesses. It has also introduced an AI-assisted trip planner.

The ministry is also exploring technology for wildlife monitoring and park security, while using data analysis to understand visitor patterns and promote destinations that receive less international attention.

The digital focus forms part of a wider tourism programme in Uganda. The country held a month-long build-up to World Tourism Day, including a regional tourism forum, open park days and activities promoting destinations in the Elgon region before the main celebration in Mbale.

The ministry has said the broader objective is to make technology part of the tourism value chain, linking businesses, communities, transport providers and visitors rather than treating digital platforms simply as marketing tools.