New high-end lodges, strategic marketing and increasing global interest have seen Uganda steadily emerge as one of Africa’s most promising tourism destinations. However, the destination will have to navigate several lingering challenges including past security concerns, limited infrastructure and a controversial track record in LGBTQI+ rights, which continues to impact its global image.

“In the next three years, we will see a rise in high-end accommodation options, especially in Bwindi Impenetrable National Park,” says Pippa Strong, Product Development, Marketing and Quality Control Manager for East Africa at Abercrombie & Kent. Sanctuary Gorilla Forest Lodge will open soon and it will be followed, next year, by Asilia’s Erebero Hills. Other projects are underway that will allow Uganda to compete with Rwanda on the luxury front, she adds.

“Uganda has all the ingredients to become a top African travel destination, thanks to its unique combination of natural beauty, cultural diversity, adventure tourism opportunities and growing focus on sustainability. The rise in global demand for eco-tourism, wildlife experiences and luxury travel trends all favour Uganda’s potential,” Strong says.

“Unlike neighbouring countries that primarily focus on big game safaris, Uganda stands out for its mix of primates, birdlife and other wildlife in remote and diverse landscapes. Uganda is home to more than 5 000 chimpanzees in parks like Kibale Forest National Park. Additionally, Kidepo Valley National Park is often regarded as one of Africa’s best-kept secrets, offering a truly remote safari experience, with fewer tourists and a rich array of wildlife.

“Uganda’s Rwenzori Mountains offer a challenging and rewarding mountain climbing experience. These mountains, sometimes called the Mountains of the Moon, offer trekking and mountaineering experiences that are not as crowded as the famous Mount Kilimanjaro in Tanzania.”

Navigating the challenges

However, Uganda also faces challenges. “Uganda, despite its many attractions, is often overshadowed by more established tourist destinations in East Africa, such as Kenya and Tanzania, which are known for their iconic safaris and the Great Migration,” says Strong.

Uganda’s tourism marketing budget is significantly smaller than that of its competitors like Kenya, South Africa and Tanzania. Uganda’s international air connectivity also remains limited. While Entebbe International Airport is Uganda’s main gateway, it does not have as many direct flight connections from key international markets like North America and Europe compared to larger African tourism hubs like South Africa or Kenya, she adds.

Byron Thomas, Senior Destination Specialist at Natural World Safaris, believes Uganda’s under-developed infrastructure does offer some advantages as it makes it affordable. Unfortunately, the destination’s global standing has taken a knock – largely due to its views on the LGBTQI+ community, he adds.

“Rwanda’s push into international investment – with initiatives like Visit Rwanda in Premier League football and support from prominent brands such as Wilderness, One&Only and Singita – has really stolen the limelight in the region,” says Thomas. However, he adds, its involvement in the Democratic Republic of the Congo (DRC) conflict may change this. “Foreign, Commonwealth & Development Office and US travel warnings impact African travel too – the incident in Queen Elizabeth National Park a few years ago knocked Uganda a fair bit.”

Samuel Karani, GM of Intrepid Travel East Africa, agrees Uganda has untapped potential, with lower permit costs for gorilla trekking than Rwanda, within a safer environment than the DRC.

“Queen Elizabeth National Park is stunning and the activities in Jinja, alongside vibrant life in Kampala, add to the country’s appeal. Uganda may not yet be ahead of its competitors but it is catching up quickly, especially if it focuses on offering cost-effective experiences. The government has started aggressive marketing efforts through its tourism board, which should help raise the country’s profile,” says Karani. However, he adds, continued government support and reinvestment are essential to ensure Uganda reaches its full potential.