Uganda Tourism Board (UTB), the government body responsible for marketing Uganda, has asked for Shs 1.97 billion in the coming financial year to engage influencers, opinion leaders, and market the country on international TV stations like BBC and CNN.
The request is contained in the ministerial policy statement for the Ministry of Tourism, Wildlife, and Antiquities for the 2026/27 financial year. The statement was presented to Parliament last week by Juliana Kagwa, the chief executive officer of UTB.
UTB said social media influencers and other partners will play a key role in enhancing Uganda’s visibility on the global stage.
According to the statement, UTB will spend Shs 610 million in the first quarter of the financial year on influencers and international TV stations to secure “positive coverage” and feature stories on Destination Uganda.
The body will also hold talk shows to showcase Uganda’s tourism. In the second quarter, the money will rise to Shs 932 million, while in the last two quarters, the body will spend roughly Shs 420 million on promoting Uganda.
The activity will be undertaken by UTB’s Marketing and Branding Department, which has asked for a total budget of Shs 43 billion.
Inclusive in this department’s budget is Shs 578 million, which will be spent on “welfare and entertainment.”
In total, UTB wants to be given Shs 66 billion to run its activities next financial year. Last year, it was given Shs 56 billion.
