The Uganda Wildlife Authority (UWA) has unveiled an ambitious strategy to transform journalists and digital influencers into champions of domestic tourism as the country intensifies efforts to encourage more Ugandans to explore their own natural attractions.
The initiative, launched ahead of this year’s Open Park Days scheduled for September 25-27, saw dozens of journalists, content creators and social media influencers embark on a three-day familiarisation tour of Murchison Falls National Park to experience Uganda’s tourism products firsthand before sharing them with millions of followers across various digital platforms.
The campaign was officially flagged off on Monday at the Uganda Wildlife Education Centre (UWEC) in Entebbe by UWA’s Commissioner for Tourism and Business Development, Dorcus Rukundo Twesigomwe, who described the participants as trusted ambassadors capable of reshaping how Ugandans perceive domestic tourism.
“You are the owners of this country. You should know it, enjoy its beauty and pass that experience on to other Ugandans,” Twesigomwe told the participants before the convoy departed for Uganda’s largest national park.
For years, Uganda’s tourism marketing has largely focused on attracting international visitors. However, UWA is now placing increasing emphasis on domestic tourism by leveraging the growing influence of digital creators whose online content reaches millions of Ugandans every day.
Officials believe authentic stories, photographs and videos produced by influencers who personally experience the country’s attractions can inspire more citizens, especially young people, to visit national parks.
The familiarisation tour was therefore designed not merely as a sightseeing trip, but as a practical experience aimed at equipping participants with compelling content capable of changing public perceptions about local tourism.
Experiencing Uganda Firsthand
The journey began with a breakfast stop at Total Migyera before the team continued to Murchison Falls National Park, arriving later in the evening.
Participants were welcomed at Entikko Safari Lodge before settling into different accommodation facilities, including the newly renovated Sambiya River Lodge and Paraa Safari Lodge.
Many of the influencers expressed surprise at the quality of hospitality available inside and around Uganda’s national parks, saying they had previously associated luxury safari experiences with destinations outside the country.
The first evening introduced participants to one of the park’s unique attractions, a professionally guided night game drive.
Under the guidance of experienced UWA ranger guides, the convoy ventured into the wilderness where participants encountered elephants, buffaloes, giraffes and several nocturnal bird species, including nightjars.
For many, it was their first opportunity to witness wildlife after sunset.
Several participants described the experience as unforgettable, saying it completely changed their understanding of Uganda’s wildlife tourism.
Discovering The Beauty Of Murchison
The following day exposed participants to some of the park’s most iconic attractions.
An early morning game drive was followed by a bush breakfast overlooking the scenic Lake Albert Delta, allowing visitors to enjoy a meal in the heart of the wilderness while surrounded by breathtaking landscapes.
The team later boarded UWA boats for a cruise along the Victoria Nile towards the base of the mighty Murchison Falls.
The three-hour excursion offered spectacular sightings of elephants, buffaloes, hippos, bushbucks, crocodiles and numerous bird species, including the iconic shoebill stork.
Beyond wildlife viewing, participants also experienced Uganda’s cultural heritage during a visit to Pakwach, where local communities showcased traditional Alur dances, millet grinding, groundnut processing and preparation of traditional porridge.
The cultural encounter highlighted the diversity of experiences available to visitors beyond game viewing.
Adventure Beyond Wildlife
The final day demonstrated that Uganda’s tourism extends far beyond safaris.
Participants enjoyed canopy walks, zip-lining and panoramic views from the Top of Murchison Falls before meeting the park’s Chief Warden, Fredrick Kayanja Kiiza, at the park headquarters.
Kiiza urged the journalists and influencers to become genuine ambassadors for Uganda’s tourism industry by sharing authentic experiences with their audiences.
He said many Ugandans have never visited their own national parks despite living in one of Africa’s most naturally gifted countries.
According to him, increasing domestic tourism will strengthen public appreciation of wildlife conservation while creating additional income for communities and businesses that depend on tourism.
Digital Storytelling Driving Tourism
The campaign reflects a growing recognition that social media has become one of the world’s most influential tourism marketing tools.
Instead of relying solely on conventional advertising, UWA is now investing in first-hand storytelling, allowing digital creators to share authentic experiences through videos, photographs and live updates.
Officials believe such content resonates more strongly with younger audiences and can inspire thousands of Ugandans to travel.
Many participants admitted that before the trip, they knew little about the wide range of activities available within Murchison Falls National Park.
Besides traditional game drives, they experienced bush breakfasts, luxury accommodation, cultural tourism, campfire evenings, boat cruises, canopy walks and zip-lining, activities many said they had previously associated with destinations outside Uganda.
Tourism As An Economic Driver
Team leader and musician Ykee Benda described domestic tourism as an important contributor to Uganda’s economy.
He said every Ugandan who chooses to visit a national park directly supports thousands of livelihoods across the tourism value chain.
“When Ugandans choose to travel within their own country, they support tour guides, hotel workers, transport operators and craft vendors, as well as farmers who supply food to tourism facilities. Every local tourist becomes an investor in Uganda’s economy,” he said.
He noted that stronger domestic tourism would also help tourism businesses remain operational throughout the year, reducing dependence on international visitors whose travel patterns can be affected by global economic challenges or health emergencies.
Ykee Benda also encouraged Ugandans to experience their country’s natural heritage firsthand.
“You cannot protect what you have never experienced. When Ugandans visit our national parks and heritage sites, they develop a deeper sense of ownership and responsibility towards conserving wildlife, forests and cultural treasures for future generations,” he said.
The familiarisation tour forms part of UWA’s wider preparations for the Open Park Days 2026, an annual initiative aimed at increasing domestic tourism by giving Ugandans greater access to the country’s protected areas.
This year’s event, running from September 25 to 27, will take place in Murchison Falls National Park, Queen Elizabeth National Park, Lake Mburo National Park and Kidepo Valley National Park.
As journalists and influencers returned to Kampala armed with thousands of photographs, videos and personal experiences, UWA hopes their stories will inspire thousands more Ugandans to discover the wildlife, landscapes and cultural heritage that make their country one of Africa’s leading tourism destinations.
The authority believes that by turning storytellers into tourism ambassadors, Uganda can build a stronger domestic tourism culture while ensuring that conservation and economic benefits are enjoyed by generations to come.