Headline: How Quieter Government Communications Are Helping Boost Uganda’s Tourism Recovery
By Our Correspondent
KAMPALA – Approximately six months after Ugandan government agencies began scaling back on frequent public announcements regarding disease outbreaks and terrorism threats, stakeholders in the tourism sector are reporting a noticeable uptick in visitor numbers.
For the last half-decade, negative travel advisories and the handling of security and health information have been significant hurdles for Uganda’s tourism industry. However, a strategic shift in communication protocol—spearheaded by dialogue between the private sector and government ministries—appears to be yielding positive results.
According to industry insiders, the turning point came through interventions led by Presidential Advisor on Special Duties, Odrek Rwabwogo, who facilitated crucial dialogues between tourism stakeholders and key government ministries.
“Our objective was simple,” a source involved in the discussions revealed. “We told the security teams: ‘You are a strong army capable of handling any threat. There is no need for excessive press briefings that alarm populations. Every country has threats, but they don’t necessarily publicize them in a way that cripples their economy.'”
The result has been a more measured approach from the Ministries of Health and Defence. While engagements with the Ministry of Health regarding information management were initially challenging, talks with the Ministry of Defence spokespersons have reportedly led to “very good outcomes.”
The shift in tone comes as Uganda seeks to close the gap on its East African neighbors. While Kenya and Tanzania continue to dominate the regional market—currently experiencing massive bookings and full accommodations in their safari destinations—Uganda is finally seeing improved numbers.
“If we handle our communication better, we will experience growth,” the source noted, highlighting the tourism sector’s increasing importance as a major employer for educated young Ugandans due to its extensive trickle-down effects on the economy.
Comparative Growth
While Uganda is “not close to our neighbors in terms of serious tourism numbers,” the trajectory is improving. If the current security and communication situation holds for the next year, projections suggest Uganda could capture at least 10 percent of the international market share currently enjoyed by Kenya and Tanzania.
For example, if Kenya welcomes approximately 304,000 American visitors, Uganda could potentially receive 30,000. Similarly, if Kenya hosts 180,000 British tourists, Uganda could see around 20,000.
The Road Ahead
Stakeholders acknowledge that achieving numbers close to 50 percent of what Kenya and Tanzania receive within the next four years would require a massive increase in destination marketing—similar to the aggressive strategies employed by Rwanda. This would be contingent on Kenya and Tanzania maintaining their current pace without significant additional promotion.
Currently, Uganda is also benefiting from renewed efforts by its foreign missions, working in tandem with the Uganda Tourism Board to aggressively market “Destination Uganda.”
“The real power of tourism won’t be fully visible until that massive big move in marketing actually happens,” the source concluded. “But for now, the stabilization of security messaging is already giving us a foundation to build on.”
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