KAMPALA — The Uganda Tourism Board (UTB) is seeking Shs 1.97 billion in the next financial year to fund partnerships with social media influencers and international media brands as part of efforts to boost Uganda’s global tourism visibility.
According to emerging reports, the proposed budget will facilitate promotional campaigns involving global outlets such as CNN, BBC and Lonely Planet, alongside digital influencers.
UTB argues that influencers have become a critical driver of tourism growth, with estimates suggesting that up to 75 percent of travel decisions are now shaped by social media exposure.
Tourism stakeholders have backed the proposal, emphasizing the growing importance of digital marketing in a competitive global environment.
Tourism entrepreneur Amos Wekesa said social media has significantly influenced tourism trends and experiences.
“Today, 75 percent of tourism growth is being influenced by social media, and I have seen how it has helped events like the Rwenzori Marathon,” Wekesa said in online discussions.
“We track the impact of social media influencers and also track spending by visitors. Countries are investing heavily — look at Angola or how influencers have promoted Dubai over the years,” he added.
Wekesa argued that relying on traditional word-of-mouth promotion is no longer sufficient in a highly competitive global tourism market.
“Government cannot expect Uganda to market itself and generate tourism revenue without massive investment. Countries have woken up and are investing aggressively,” he said.
However, the proposal has sparked debate, with some critics questioning whether the funds could be better spent on improving tourism infrastructure.
Some commentators pointed to gaps such as underdeveloped airstrips and access roads, arguing that physical infrastructure remains a key constraint to tourism growth.
UTB’s request comes as East African countries, including Kenya and Tanzania, continue to scale up investments in international marketing and branding to attract more visitors.
If approved, the funding is expected to support Uganda’s broader strategy to position itself as a competitive global tourism destination through both traditional media and digital platforms.
