Uganda-Kenya coast tourism expo challenges youth to harness innovation
Juliana Kagwa, the CEO of the Uganda Tourism Board (UTB), challenged young Ugandans to turn their digital fluency into a tool for promoting the country.
With nearly 75% of Uganda’s population under 30, stakeholders agree that the youth hold the master key to repositioning East Africa as a vibrant, inclusive, and tech-driven global destination. (Photos by Titus Kakembo)
By Titus Kakembo
Journalists @New Vision
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Uganda’s youthful population has been called upon to channel its creativity, entrepreneurial energy, and digital skills into unlocking opportunities in East Africa’s rapidly growing tourism sector.
This appeal was made during the launch of the 4th Uganda-Kenya Coast Tourism Conference and Expo at the Ministry of Foreign Affairs boardroom on August 28, 2025.
Running under the theme “Leveraging Youth, Innovation and Technology for Respectful and Inclusive Tourism,” the event will spotlight young people as the driving force of the industry’s future.
Growing cross-border travel
Uganda’s Consul General to Kenya, Ambassador Paul Mukumbya, highlighted the importance of regional markets, pointing to a surge in cross-border visits between the two countries.
“The number of Kenyan visitors to Uganda rose from 376,294 in 2022 to 490,000 in 2023. Likewise, Ugandan arrivals to Kenya jumped from 150,000 to 201,620 in the same period,” he revealed.
“These figures prove the power of collaboration. Uganda is now the second-largest source of arrivals to Kenya after the United States.”
Mukumbya attributed this growth to improved connectivity and streamlined travel processes, including 28 weekly flights between Kampala and Nairobi, the common East Africa visa, and the use of national IDs for border crossings.
“Tourism is no longer the preserve of retired Europeans - it is increasingly driven by young and middle-aged travellers,” he emphasised.
Digital storytelling: The youth advantage
Juliana Kagwa, the CEO of the Uganda Tourism Board (UTB), challenged young Ugandans to turn their digital fluency into a tool for promoting the country.
“Many of our youth are masters of social media but waste it on insults,” she remarked.
“Imagine if each Ugandan posted a photo of our wildlife, food, cultural events, or landscapes—millions across the globe would be inspired to visit.”
She underscored that digital storytelling is not only affordable but also one of the most powerful marketing tools available to Uganda today.
Creativity over capital
Private Sector Foundation Uganda (PSFU) CEO, Steven Asiimwe, reminded participants that one does not need deep pockets to thrive in tourism.
“What you need is passion and creativity to design attractive experiences. Tourists today want more than a game drive - they crave concerts, food fairs, adventure sports, and cultural showcases. That’s where transporters, entertainers, hoteliers, and service providers can innovate and benefit,” he said.
He pointed to events such as the Imbalu circumcision ceremonies in Mbale, the Nyege Nyege Festival in Jinja, and Blankets and Wine in Kampala, which have drawn thousands of local and international revellers, transforming culture into commerce.
A regional tourism package
Conference hosts from Malindi, Kenya, called for joint packages that blend Uganda’s unique offerings with Kenya’s coastal attractions.
Obed Aboko, CEO of Wild Adventures in Malindi, described Kenya’s endless sunny beaches as irresistible but added that they become even more attractive when paired with Uganda’s inland experiences.
“Imagine complementing a beach holiday with gorilla or chimpanzee tracking in an impenetrable forest. That’s a package you can only find in East Africa,” he said.
Falmira Firoz Mohamed, Director of Bluewave Travels, praised Uganda’s unmatched diversity:
“Now I understand why Winston Churchill called it the Pearl of Africa. From 1,100 bird species to primates, reptiles, sports tourism, cuisine, and warm hospitality - Uganda’s endowments are breathtaking.”
The road ahead
As Uganda and Kenya deepen cooperation through the expo, the conference is expected to provide a platform for young innovators, policymakers, and industry players to forge partnerships that expand tourism products while creating much-needed jobs.
With nearly 75% of Uganda’s population under 30, stakeholders agree that the youth hold the master key to repositioning East Africa as a vibrant, inclusive, and tech-driven global destination.