Uganda has highlighted the importance of building resilient tourism destinations that can withstand uncertainty, adapt to changing market conditions and remain competitive in the global tourism industry.
At the ongoing World Travel Market (WTM) London 2026, Uganda’s CEO, Ms Juliana Kagwa, joined fellow tourism leaders from Cambodia and Valencia for a panel discussion titled “Built to Last: Destination Resilience in an Uncertain World.”
The discussion examined how destinations can remain relevant, competitive and sustainable amid changing traveller expectations, market dynamics, technology, economic conditions and global circumstances.
For Uganda, building tourism resilience requires responding to changing markets, diversifying source markets, strengthening private sector partnerships, continuously innovating and sustainably managing the natural and cultural assets that make the country unique.
The discussion also highlighted the need for a more deliberate approach to destination marketing through understanding emerging traveller preferences, investing in experiences that meet market demand, strengthening international trade relationships and ensuring Uganda’s tourism products remain competitive in an increasingly crowded global marketplace.
It further emphasised the importance of translating tourism resilience into economic value by creating opportunities for local communities, strengthening tourism enterprises, attracting investment and ensuring that the benefits of international tourism reach local people and businesses.
As Uganda positions itself for AFCON 2027 and pursues its broader tourism growth ambitions, the country noted that building resilience must remain central to how it develops, markets and manages Destination Uganda.
The discussion concluded that destination competitiveness is not a one-time achievement but a continuous process of adaptation, innovation and strategic investment.
