How Uganda can monetise its cultural tourism assets

Cultural tourism presents opportunities for a wide range of people, according to Prof. Mwambutsya Ndebesa, a lecturer at Makerere University and a member of the Visit Uganda Tourism Forum (VUTF).

He highlights Uganda’s rich cultural heritage potential, stressing the need for better packaging and marketing. For instance, bark cloth making alone could serve as a significant attraction for tourists.

Furthermore, Ndebesa notes that some tourist sites remain underexplored. For example, when a heritage site is linked to civilisation, providing detailed explanations can draw more tourists. This also creates opportunities for researchers and tour guides to profit.

“Some sites in the west are not exploited just like oil mining. Palaeontologists should examine everything miners do while mining. Then, we can use that to market Uganda,” he suggests.

Similarly, researchers should investigate why tourists prefer certain destinations over others and propose improvements.

Ndebesa adds, “Uganda is alleged to be the cradleland of the first homo sapiens and it is believed that the early migrations happened here before spreading to Europe and Asia.” 

This fascinating history can spark curiosity among tourists to visit and learn about the origin of humanity. The same applies to the Nile Valley. 

He mentions that the Arabs claimed ownership of the valley, but prior to that, during the Pharaohs’ era, “There were black Africans, and we haven’t exploited all that. We need intellectual input in tourism to exploit the sector more.”

Our many tribes are an attraction

Uganda’s diverse tribes can also serve as a key attraction for tourists. Charles Kasumba, the Visit Uganda Tourism Forum (VUTF) team leader, says, “We have over 60 tribes in Uganda. They have different languages, dress codes, food, and ways of life. Ugandans can invest in that.”

For example, Uganda’s unique food is a major draw for foreign visitors. Setting up a restaurant that serves traditional cuisine and marketing it well to both domestic and international tourists can yield significant profits.

The dances and stories are a big component of cultural tourism.

Additionally, Godfrey Lule Semwanga, who works with the Buganda Heritage and Tourism Board (BHTB), says Buganda’s rich history of migrations, evolution, and way of life can be documented and used to promote the country.

“Buganda Tourism Board has amazing projects. I call upon Ugandans to embrace these opportunities. Tell our stories and market our country,” he encourages.

However, Kasumba urges the government to tighten security and improve infrastructure, particularly the transport network across all tourism sites, to make it easier and safer for both Ugandan investors and tourists.

Statistics

Data from the Tourism Satellite Account for Uganda (TSA) 2023 ranks tourism as one of the largest sectors in the economy. It directly contributes about 3.64% to GDP and employs nearly 1.6 million people, 68% of whom are women.

Additionally, information from the Uganda Tourism Board (UTB) shows that in 2022, the country welcomed over 800,000 tourists, generating $736 million in revenue. They aim to increase the share of leisure tourists from 20.1% in 2019 to 30% by 2028.

It is also worth noting that international agencies like Lonely Planet, Rough Guides, and CNN have separately ranked Uganda among the top five countries in the world with the most outstanding tourist attractions.