Following a study on “Promoting Domestic Tourism in Uganda, An Assessment of Economic Significance and Opportunities for Tourism Stakeholders in Uganda” researchers have advised the government to increase funding to the tourism sector in an effort to promote and grow domestic tourism. One of the biggest hindrances to domestic tourism, as noted in the study, is poverty. Many Ugandans cited the low income levels for failure to undertake domestic tourism. The researchers noted that with government support, locals would be able to get subsidy rates to allow them to travel and see the beauty that Uganda has to offer.

While presenting the study findings, Dr. Peter Babyenda noted that domestic tourism has been neglected both as an area of research and as an avenue for economic growth and development. The neglect is largely due to the popular assumption that tourists invariably originate from distant lands and other cultures, with the consequence that domestic travelers are sometimes discounted as tourists. Although the importance of developing domestic tourism has been recognized, the absence of a comprehensive enabling environment has left this segment of the market lagging. According to the researchers, in Uganda, tourism investment targets mainly the affluent tourists from western countries, and domestic tourism only comes up as a passing concern when international tourism is on the decline, especially during low seasons, and threats to international tourism, especially epidemic disease outbreaks and global economic recessions. However, domestic tourism has been gaining momentum, with the Uganda Tourism Board launching marketing campaigns aimed at attracting Ugandans to take up domestic tourism. Whereas Ugandans have limited purchasing power, campaigns urging tour operators and hotels to reduce rates for domestic travelers to encourage them to take up holidays during the low season are paying dividends. However, despite such initiatives, there are few clear studies that address why domestic tourism is low, with little complete research being done on what contributes to domestic tourism’s presence in the country. Therefore, the present study not only sought to explore the factors that hinder Ugandans from participating in domestic tourism but also sought to provide a framework on which domestic tourism policies and promotional tools can be founded. It was also intended to suggest measures to stakeholders in the sector to develop domestic tourism.

The findings indicate that the majority (62.2%) of Ugandans have not toured because tourism is considered costly, the majority of them have low incomes (poor), and they do not have enough time to tour, especially those who are employed. Other hindrances include inadequate information about the tourism sites, what is offered, and the costs involved. The results further show that improving tourism roads, subsidizing the sector in terms of costs, and increasing domestic advertising could increase their probability of touring domestically. Having specific packages for Ugandans, East Africans, and the rest of the world is another key factor in promoting domestic tourism. We can take an example of similar programs from Kenya: Tembeya Kenya. Can we have separate, relatively cheaper packages for Ugandans? Can we involve young people in promoting domestic tourism?  The findings of this study, therefore, provide appropriate avenues through which domestic tourism can be developed for sustainability and provide knowledge on how several factors affect and influence Ugandans’ participation in domestic tourism. Domestic tourism has several indirect benefits, such as making tourism sites financially stable and thus able to maintain workers and the cleanliness of the sights, supporting other sectors like agriculture and transport, and hence leading to increased government revenue.

Speaking at the dissemination workshop on December 13, 2023, the Dean of the School of Economics, Prof. Ibrahim Mike Okumu, congratulated the research team, saying it is through research that the academicians can be deemed relevant within the policy space.  Prof. Okumu said the country has diverse tourist attractions, starting with the kingdoms and across the country, and a rich culture.

“Uganda is one of the most biodiverse countries in the world. It has a plethora of traditions by virtue of the kingdoms that make up Uganda,” he said. 

He shared that some of the initiatives that are imperative for us to be in a position to sell tourism products domestically include digitalization. He said it would be a good idea for the country’s tourism information to be only a click away. Prof. Okumu also emphasized the importance of promoting sustainable tourism practices. He suggested that the country should prioritize initiatives that minimize the negative impact of tourism on the environment and local communities. Additionally, he highlighted the need for effective marketing strategies to attract both domestic and international tourists, such as leveraging social media platforms and collaborating with travel influencers. Prof. Okumu also called for the need to streamline service providers across the value chain and to improve the overall tourist experience through better infrastructure and customer service. The tourism industry, he said, can be exploited to address the issue of youth unemployment.

Mr. Ezra Byakutangaza, the representative of Mak RIF, the funding agency, appreciated the researcher for the time put in to conduct the study. He thanked the government of Uganda for the research funding given to Makererere University through RIF. He also commended the researchers for their dedication and commitment to finding solutions that can be implemented effectively.

Research team: John Bbaale Mayanja, Peter Babyenda, Stevens Mwalye, John Mutenyo and Rose Nakimu