Why tourism is Uganda’s best bet for creating jobs at scale

Imagine, as I do, kayaking at sunrise on the source of the legendary Nile, or losing yourself in the mist-draped forests of Bwindi as a silverback gorilla moves through the undergrowth with quiet authority, or cruising at sunset across the Kazinga Channel as hippos gape and fish eagles cry overhead. Uganda does not need to manufacture wonder; it’s there already. My urgent question is whether it can convert this existing wealth into something precious for its people: more and better jobs. I think it is a pressing economic imperative.

Uganda adds 1.2 million job seekers to the workforce every year, but projections show only half that number of jobs will be available. At the World Bank Group, our ultimate goal is to help countries build economies that convert growth into local jobs—not by shifting work from developed countries, but by unlocking opportunity where people already live. The World Bank’s Jobs: The Path to Prosperity, identifies tourism as a sector where targeted reform can unlock jobs at scale. And Uganda has the potential to make that happen.

Uganda is home to over half the world's remaining mountain gorillas, more than 1,000 bird species—the highest density on the continent, the snow-capped Rwenzori Mountains, the source of the Nile, and a cultural mosaic of over 50 distinct ethnic groups delivering rich, immersive experiences for visitors. Tourism is already Uganda’s fifth-largest source of jobs, directly employing 876,512 workers. The sector turns every tourist dollar into 2.64 times as much spending in the local economy, earning $1.6 billion in 2025. Still, this barely scratches the surface compared to tourism’s job-creating potential.

The guide who knows every bird species in Mabamba swamp, the farmer supplying the lodge kitchen in Kasese, the boat operator on Lake Bunyonyi—young people make up 63% of the sector's workforce. Tourism in Uganda depends on Micro, Small, Medium Enterprises (MSMEs) across the sector’s value chains, deep in rural communities where few other formal opportunities exist. In a country where formal employment is scarce, tourism meets people where they are.

Yet the sector is punching well below its weight. Long-haul arrivals from the United Kingdom and United States stood at just 26,416 in 2024, compared to nearly half a million for neighboring Kenya. The average tourist stays just 8.8 days in Uganda, against 12.1 days in Kenya. The share of high-spending holiday visitors in Uganda has fallen to just 10% from 15.5% in 2005. At the same time, underemployment has surged to 43%, up from 14% in 2016. Despite bold government targets for tourism sector performance—$4 billion annually under National Development Plan IV and $50 billion by 2040 under the Ten-Fold Growth Strategy—just 7% of the tourism budget goes to marketing. Less than 5% of protected land is reachable by adequate roads, and most small enterprises cannot obtain affordable finance. The business enabling environment remains unpredictable, concession frameworks are opaque, and a tangle of taxes, licenses, and permits have made informality the path of least resistance for most businesses—conditions that natural endowments alone cannot overcome.

From Potential to Delivery: Five Priorities That Matter Most

We know the private sector creates nine of every ten jobs. Governments cannot employ their way to prosperity. But they can build the conditions under which the private sector will. That means investing in infrastructure, building a business-friendly environment, and helping businesses grow and scale. It means treating tourism as a national priority that runs through finance, education, transport, and local government. For Uganda, these are an agenda for action.

First, clear the path for private investment. A reformed concession framework, with transparent bidding and bankable investment pipelines, would unlock the high-value lodge and resort development that Uganda’s protected areas deserve. A single, harmonized tourism licensing and taxation framework, blended finance instruments, start-up grants, and matching funds for rural, youth-led, and community ventures would open doors to capital that most MSMEs cannot currently access.

Second, connect the parks to the economy. Rehabilitating roads from Bwindi to Queen Elizabeth and Kibale, upgrading airstrips at Kihihi and Kasese, and improving park utilities are  a jobs imperative. The tourism season is compressed, operating costs are high, and potential economic opportunities remain underutilized. Every road to a park is a road to livelihoods.

Third, reposition the brand from one icon to one-of-a-kind. Uganda’s Western Circuit—Queen Elizabeth, Kibale Forest, the Rwenzori Mountains, and Murchison Falls—offers chimpanzee tracking, savannah safaris, Rift Valley lakes, and the Nile in one unrivaled sweep. Capturing high-value, long-haul markets demands serious marketing investment, backed by digital platforms and e-visa integration.

Fourth, close the skills gap. Uganda ranks 122^nd of 140 countries on qualified tourism labor. Government efforts to transform the Uganda Hotel and Tourism Training Institute under the World Bank-funded Competitiveness and Enterprise Development Project(CEDP) was a start, but not enough. A Tourism Sector Skills Council must be established, with specialist curricula for guides in birding, adventure, and cultural interpretation — the precise skills that serve high-yield, long-stay visitors who generate the deepest downstream employment. Without workers who can deliver world-class experiences, the best infrastructure and the strongest brand will not convert visitors into livelihoods.

Fifth, build the institutional engine. A cross-ministerial Tourism Delivery Unit, directly accountable to senior political leadership, might be the missing piece that turns strategy into execution. Rwanda's Development Board could be the model.

Uganda has the product. It has the government intent. It has a young population hungry for opportunity and fully capable of delivering world-class experiences. What remains is the hard work of converting this magnificent endowment into productive jobs at the scale and pace its young people deserve.

What do you think? How can tourism best deliver jobs for Uganda's people — and what would you prioritize? Share your views in the comments below.