Rwanda’s well-structured tourism industry, which attracts high-end travelers, has become a key reference point for Uganda’s struggling sector, according to Amos Wekesa, CEO of Great Lakes Safaris.
Wekesa highlighted how Rwanda’s tourism model, with luxury accommodation rates reaching up to $5,000 per night, provides lucrative opportunities for tour operators. Meanwhile, Uganda’s tourism sector faces challenges due to inconsistent government communication, which has led to damaging travel advisories and discouraged potential visitors.
“Uganda remains a safe and appealing destination, but conflicting messages from government officials often result in negative advisories that take months to undo,” Wekesa said.
He pointed out that Uganda’s tourism operators increasingly direct clients to Rwanda due to its stability. For instance, securing bookings at luxury lodges in Rwanda can yield commissions of nearly $20,000—opportunities not fully explored in Uganda.
According to Wekesa, Uganda’s main issue is not security but the government’s handling of crisis communication. He criticized officials for making statements that trigger cancellations among international travelers, contrasting Uganda’s slow recovery with countries like Kenya and the U.S., which manage crises more effectively.
“When just two people die in Uganda, the entire tourism season collapses, whereas the U.S., despite recording over 21,000 gun-related deaths annually, continues to attract visitors,” he noted.
Wekesa urged the government to prioritize strategic communication to counteract negative travel advisories and protect the tourism industry from unnecessary disruptions.
In response, Dr. Charles Ayume, MP for Koboko Municipality, acknowledged the concerns but defended the government’s approach, emphasizing the need to balance health regulations with trade interests.
As Uganda seeks to revive its tourism industry, Wekesa’s call for improved crisis communication remains a crucial factor in ensuring long-term growth and stability.