Through the Ministry of Tourism Wildlife and Antiquities, Uganda launched World Tourism Day celebrations on Thursday, 3rd September 2026. The event took place at a newly opened five-star Marriott Hotel in Nsambya, Kampala. This year’s World Tourism Day celebrations will be held on 27th September in Eastern region, Mbale city centred at a main Theme: “Digital Agenda and Artificial Intelligence to Redesign Tourism”
This World Tourism Day launch marked the beginning of the September Tourism Month, with a lot of tourism programmed events like Miss Tourism Uganda grand finale which happened on 4th September, student engagement programmes, a tourism conference, Karamoja festival, open park days, national cleaning exercise on 26th September centred on Mbale and an Explore Eastern Uganda from 26 to 29 September.
The event was honoured with a number of guests led by the Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, the Chiefs of Agencies and the Ministry, Leadership of Mbale City, the President, Uganda Tourism Association, Management of Marriott Hotel, Members of the tourism fraternity, Development Partners, Members of the Media, Tourism influencers, creatives, conservation agencies, and other private sector members.
The Launch started with an opening prayer from Mr. Sam Bagyenda aka Dr. Bbosa from Ebonies followed by sing of the anthems. After the anthems, the congregation paid a tribute to the fallen Omukama of Tooro King Oyo Kabamba Iguru due to his great contribution towards the Tourism industry.
The main aim of the launch
To unveil the tourism resources in the Eastern region comprising the satellite zoo in Mbale, Wanale hills, Sipi falls, Wagagai peak, Elgon National Park, Coffee tourism, the culinary experience of Malewa, Imbalu dance among others to be explored during this year’s celebrations. An Ai generated song for the world Tourism Day celebrations was unveiled.
Key speakers.
Among the key speakers, Uganda Tourism Board CEO Juliana Kagwa who emphasised the importance of digital storytelling in promoting destinations. The launch demonstrated that Uganda’s tourism challenge is not necessarily a lack of attractions, but ensuring that these attractions are effectively packaged, marketed and distributed to audiences around the world.
The guest speaker Doreen Katusiime, Permanent Secretary in the Ministry of Tourism, Wildlife and Antiquities, emphasised that the tourism industry is rapidly changing as travellers increasingly use digital platforms to discover destinations, compare experiences, make bookings and payments, read reviews and share their experiences online. Therefore, Uganda should embrace digital technologies if it is to improve its visibility and competitiveness in the international tourism market.
The main celebrations will be held in Mbale on the 27th of September and the Ministry caravan will be heading to Mbale on the 25th of September and according to the Program there will be cleaning of Mbale city on 26th the last Saturday of the month followed by a medical camp and the World Tourism Day celebrations on the 27th at Mbale Secondary School grounds with the theme “Digital Agenda and Artificial Intelligence to Redesign Tourism,” Uganda’s 2026 World Tourism Day campaign emphasises digital innovation and creativity through using Ai to redesign tourism industry.