Arua to host Uganda’s World Tourism day as sector grows 24%

In late September, Uganda will join the rest of the world in marking World Tourism day, but this year’s national celebration will carry a distinctly regional flavor.

For the first time, the festivities will be held in Arua city, the gateway to the West Nile region. The choice of Arua is more than symbolic. For government and industry leaders, it represents an effort to highlight a part of Uganda whose tourism potential remains largely untapped.

The celebrations, organized by the ministry of Tourism, Wildlife and Antiquities, will stretch across a month and include cultural showcases, conservation drives, and campaigns to draw more travellers to the country’s northwestern corner.

“This year’s theme, ‘Tourism and Sustainable Transformation,’ is about reaffirming our commitment to a tourism model that is inclusive, regionally balanced, and community-driven,” said Martin Mugarra, state minister for Tourism, during a media launch at Faraway hotel last week.

“By bringing the celebrations to Arua city, we want to showcase the tourism opportunities of the West Nile region and integrate the region more strongly into the national tourism develop- ment agenda.”

Mugarra pointed to the industry’s robust growth as a reason for optimism. Uganda welcomed 678,811 visitors last year, and arrivals are already up by 12 per cent this year. The numbers are translating into real money: in just the first half of 2024, tourism contributed Shs 2.68 trillion to the economy, up from Shs 2.16 trillion in the same period of 2023, a 24 per cent increase.

For a country where tourism is consistently one of the top foreign exchange earners, the growth underscores the stakes in making sure all regions share in the benefits. The month-long program is also doubling as a platform for conservation.

Dr James Musinguzi, executive director of the Uganda Wildlife Authority, announced that parks will open their gates for free visits between September 25 and 27, giving the public a rare chance to experience Uganda’s famed wildlife without charge.

In one of the more unusual events, visitors will be invited to participate in a rhino-naming exercise at the Zziwa Rhino Sanctuary.

Seventeen calves await names, with proceeds from the event earmarked for Uganda’s 10-year rhino conservation strategy. “The funds raised will directly support rhino conservation in Uganda,” Musinguzi said.

The celebrations began on September 5 with the Miss Tourism grand finale at Kampala Serena hotel. They will continue with a series of events, including the Private Sector CEO Forum retreat in Fort Portal, the Karamoja Festival, and Ekyoto ha mpango, before culminating in the Explore West Nile campaign—a concerted push to market the region’s landscapes, history and culture to both domestic and foreign tourists.

For Arua and the wider West Nile, the spotlight offers a chance to rewrite perceptions. Known historically for its remoteness, the region is being reframed as a crossroads for cross-border travel into the Democratic Republic of the Congo and South Sudan, and a home to diverse ethnic traditions that are rarely showcased on the national stage.

BEYOND THE FESTIVITIES

For government officials, World Tourism day is more than a calendar event—it is a reminder that tourism remains central to Uganda’s economic ambitions. Yet for communities in West Nile, the celebrations are also an invitation: to see themselves reflected in the story of Ugandan tourism, and to ensure that the industry’s growth lifts more than just the traditional hotspots of the southwest.

The message, as Arua prepares for its moment in the national spotlight, is that sustainable trans- formation in tourism must start with inclusion— and that no region should be left standing on the margins of Uganda’s success.