Uganda looks to culture for tourism, conservation gains

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Cultural tourism has become a major segment in most tourism destinations, and according to the United Nations World Tourism Organization (UNWTO), it now accounts for around 50% of international tourism flows.

Much of this growth centres on the consumption of cultural sites and attractions, particularly in major cities around the world. As a result, it is gaining traction as a vital component of Uganda’s tourism strategy.

“This kind of tourism emphasises immersive experiences that allow visitors to explore the history, art, traditions, architecture, and daily life of local communities. From visiting museums and historical landmarks to attending festivals and engaging with indigenous people, cultural tourism serves as both an economic engine and a tool for preserving heritage,” says Barbara Mutabi, an advocate for sustainable tourism and cultural integration.

She was speaking to tourism students on May 8, 2025, at Makerere University in Kampala, where she emphasised the importance of embedding culture in tourism planning and policy.

“We advocate for integrating culture into tourism with a strong focus on sustainable development and community empowerment,” she said. “Cultural tourism drives economic growth while preserving heritage and protecting the environment. Our objective is to align with the broader UN Tourism framework to create innovative cultural experiences and inclusive management systems. There’s also an urgent need to strengthen cultural education and allocate proper funding.”

The Uganda Wildlife Authority (UWA) is already taking steps to preserve cultural heritage through conservation tourism.

Bashir Hangi, the communications manager, highlighted ongoing efforts to protect culturally significant sites such as the Batwa Trail.

“All major totems and traditional sites are preserved and accessible to the public at subsidised rates for East African Community citizens and resident foreigners,” said Hangi.

“Uganda’s national parks are thriving, with rising populations of mammals, primates, reptiles, and birds. Whether you're heading to Kidepo Valley, Queen Elizabeth, or Murchison Falls, we offer accommodations for all budgets – from high-end lodges to budget hostels and tents.”

He added that, like the Kasubi Tombs, the Bwindi Impenetrable Forest is recognised as a UNESCO World Heritage Site, underscoring Uganda’s rich cultural and natural heritage.

Dr Gladys Kalema advised students on the evolving profile of tourists and the trending attractions post-COVID-19 lockdown.

“Today’s responsible traveller is drawn to authentic, meaningful experiences. Culture is a powerful tool for engaging tourists in a deeper, more respectful way. They want to see how a typical Ugandan spends the 24 hours in the day. They want your cuisines, drinks and Gorilla coffee,” she noted. “Packages like Ewaffe, showcasing the Baganda way of life, are what spices up a conventional game drive.”

She also noted that while tourism jobs such as driving and guiding have long been male-dominated, more women are now entering and excelling in these roles.

The CEO of Calsaar Safaris, Steven Sekajja, stressed the need for creativity in designing memorable tourism products.

“I believe that every safari is a unique journey, a story woven into the heart of Uganda’s landscapes, wildlife, and cultures. My passion lies in creating experiences that resonate deeply with our clients, allowing them to immerse themselves fully in the numerous wonders while supporting conservation and local communities. As we continue to grow, our commitment to quality, sustainability, and personal service remains unwavering,” said Sekajja.

Uganda Tourism Board’s Richard Okello said with nearly half a million attractions, hotels and more, visitors are bound to find joy.

As Uganda continues to develop its tourism sector, the integration of cultural heritage offers a unique opportunity to balance growth with conservation and community engagement.