President Yoweri Museveni urged Ugandans to prioritize tourism and other productive sectors as key strategies for boosting household incomes during World Tourism Day 2026 celebrations in Mbale City on September 28, 2026. The event, held at Mbale Secondary School Grounds under the theme 'Digital Agenda and Artificial Intelligence to Redesign Tourism,' underscored the President’s vision for leveraging Uganda’s natural and cultural assets to drive economic transformation.
Museveni highlighted tourism as a lucrative service industry, particularly for households with limited land for commercial agriculture. He emphasized its potential to generate income through a broad economic multiplier effect, citing sectors such as accommodation, transport, food, entertainment, and cultural enterprises. 'Uganda’s socioeconomic transformation depends on households participating in productive economic activities rather than relying solely on subsistence production,' he stated.
The President also commissioned the Mbale Wildlife Conservation Education Centre, a regional facility established by the Uganda Wildlife Authority (UWA) to promote wildlife conservation and tourism in the Elgon Sub-region. He praised UWA for the initiative, noting its role in raising awareness about conservation while creating a new tourism attraction for residents and visitors.
Museveni outlined Uganda’s four wealth-creation sectors—commercial agriculture, manufacturing and artisanship, services, and Information and Communication Technology (ICT)—as pathways to economic growth. He urged communities to adopt these sectors to improve livelihoods, stressing that 'the future of Uganda’s economy lies in the active participation of households in productive activities.'
During the event, the President unveiled a Tourism Conservation Strategy for the Elgon Sub-region, focusing on protecting forests and wetlands from encroachment and degradation. He warned that environmental destruction threatens Uganda’s tourism industry, citing changes in regional temperatures since the 1960s as evidence of the urgency to safeguard ecosystems.
Museveni called for stronger conservation measures, emphasizing the need to utilize Uganda’s geographical advantages, including its latitude and altitude, while protecting the ecosystems that sustain them. He condemned wetland encroachers and deforestation as threats to tourism development, stating that 'environmental degradation could undermine the country’s tourism potential.'
The President reaffirmed the government’s commitment to developing last-mile infrastructure for tourism sites, noting progress in peace, security, and road connectivity. He identified extending roads, electricity, water, and communication networks to tourism attractions as the next priority, arguing that improved accessibility would unlock economic potential for surrounding communities.
Museveni proposed the Bugisu Anthem as a potential anthem for the East African Federation, should political integration aspirations materialize. He praised the anthem’s cultural significance, highlighting its role in representing the identity of the Bugisu region.
Tourism Minister Col. (Rtd) Tom Butime emphasized the government’s embrace of digital technologies and Artificial Intelligence (AI) to enhance tourism. He noted that AI could transform marketing, information accessibility, and visitor experiences through digital booking platforms, smart park gates, and AI-supported safari planning.
Butime identified bottlenecks hindering tourism growth, including limited investment, access to capital, and visa challenges for international visitors. He stressed that addressing these constraints, alongside infrastructure improvements, would be critical to unlocking the Elgon Sub-region’s tourism potential.
Ambassador of the Kingdom of the Netherlands to Uganda, Angèle Samura, highlighted opportunities for European-Ugandan collaboration in the hospitality sector. She cited a surge in European tourist arrivals, from 38,000 in 2024 to 150,000 in 2025, and emphasized areas like sustainable practices, skills training, and digital innovation as key focus areas.
Mbale City Mayor Joyce Matuka Kidulu outlined digital tourism initiatives to position Mbale as a strategic destination. She mentioned upcoming projects, including a Regional University of Science and Technology and a stadium, to support the region’s growth. She also commended the government’s efforts in women’s empowerment, linking them to broader economic development.
Museveni’s address coincided with a cleaning exercise led by Tourism Minister Butime and Mbale residents, underscoring community engagement in tourism promotion. The event also featured praise for Kayanja’s community work and a Shs2bn pledge to Pastors’ SACCO, reflecting multifaceted efforts to strengthen local economies.
The President’s emphasis on tourism aligns with Uganda’s broader economic strategy, balancing conservation, infrastructure, and digital innovation. His call for public-private partnerships and community participation signals a holistic approach to sustainable growth, with the Elgon Sub-region serving as a model for other regions.
Museveni’s speech highlighted the interdependence of environmental protection and economic development, urging Ugandans to view tourism not just as an industry but as a catalyst for social progress. His vision for the East African Federation and digital transformation underscores a forward-looking agenda aimed at positioning Uganda as a regional tourism leader.
The World Tourism Day celebrations in Mbale reflected a convergence of political, economic, and environmental priorities. As Uganda seeks to diversify its economy and attract international visitors, the President’s focus on tourism, conservation, and technology sets a framework for inclusive growth and long-term resilience.
The event also addressed challenges such as land fragmentation in Busoga and the NRM Greater Luweero chairperson’s appeal over Shs80m hotel debt, illustrating the complex interplay of local and national interests in Uganda’s tourism landscape.