Uganda’s tourism sector holds vast untapped potential, but stronger investment, infrastructure, and global marketing are urgently needed to drive growth. Lilly Ajarova calls for coordinated efforts between government and private stakeholders to elevate the country’s profile, expand capacity, and position Uganda as a leading, competitive destination in Africa’s tourism landscape.
Uganda’s tourism sector—long regarded as one of the country’s most promising economic pillars—is at a critical juncture. In a recent interview, Lilly Ajarovaformer CEO of the Uganda Tourism Board and now Senior Presidential Advisor on Tourism, delivers a candid assessment of the industry’s current state and outlines a roadmap for revitalization.
Her message is clear: Uganda has immense potential, but unlocking it requires urgency, investment, and coordinated national effort.
A Sector Rich in Potential—but Underleveraged
Uganda’s tourism offering is globally competitive. From mountain gorillas and chimpanzees to the source of the Nile and diverse cultural heritage, the country boasts a rare concentration of natural and cultural assets. Ajarova emphasizes that this diversity positions Uganda uniquely on the global tourism map.
Yet despite these strengths, the sector has not reached its full capacity.
According to Ajarova, tourism remains one of Uganda’s most lucrative industries, capable of transforming the national economy. However, growth has been uneven, and the sector still faces structural constraints that limit its performance.
The Urgent Need for Investment and Infrastructure
A central theme in the interview is the need for significantly increased investment—particularly in accommodation and tourism infrastructure.
Uganda, Ajarova notes, lacks sufficient high-quality and mid-range lodging to meet international demand. This gap restricts the country’s ability to scale visitor numbers and cater to diverse market segments.
Home – Uganda Tourism Board
She also highlights opportunities in:
- Luxury hospitality development
- Adventure and nature-based tourism
- Sports and medical tourism
- Innovative attractions and experiences
Global investors, she argues, have a key role to play in bridging these gaps and accelerating sector growth.
Marketing Uganda: Visibility Drives Investment
Another pressing issue is global awareness.
Ajarova underscores that investment and tourism growth are closely tied to destination visibility. Without strong international branding, Uganda risks being overlooked despite its rich offerings. Efforts to promote the country through digital platforms, international partnerships, and global events are therefore essential.
“Uganda must be seen to be chosen,” is the underlying message.
Domestic Tourism: An Untapped Opportunity
While international arrivals are vital, Ajarova stresses the importance of cultivating domestic tourism.
Encouraging Ugandans to explore their own country can:
- Build resilience against global shocks
- Increase national pride and ownership of tourism assets
- Create a stable baseline demand for the industry
She argues that tourism should be embraced as “a sector for everyone,” requiring broader public engagement and awareness.
Resilience After Crisis
The COVID-19 pandemic dealt a severe blow to Uganda’s tourism industry, stopping travel and reducing visitor numbers dramatically. However, Ajarova points out that the sector has demonstrated resilience by adapting to new health protocols and reopening cautiously to international travelers.
The experience, she suggests, offers valuable lessons in crisis management and adaptability—qualities that will be essential moving forward.
A Call for Coordination and Momentum
Ultimately, Ajarova’s message is a call to action.
She advocates for:
- Stronger collaboration between government and private sector
- Improved service standards and regulation
- Strategic product development
- Clear, consistent branding of Uganda as a destination
Without these elements, the country risks underperforming in an increasingly competitive global tourism market.
Looking Ahead: A Preferred African Destination
Despite the challenges, Ajarova remains optimistic. Her vision is for Uganda to emerge as a preferred destination in Africa—supported by world-class infrastructure, high service standards, and a diversified tourism portfolio.
If the right investments and policies are put in place, tourism could become a cornerstone of Uganda’s economic transformation.
Conclusion
Uganda stands at a crossroads. With its unmatched natural assets and growing global interest in experiential travel, the country has all the ingredients for success.
But as Lilly Ajarova makes clear, potential alone is not enough.
The next chapter of Uganda’s tourism story will depend on decisive action—turning promise into performance, and ambition into arrival.
