Uganda adapts tourism marketing as AI changes how travellers find and book experiences

The useful part

Hotels, tour operators, attractions and other service providers will increasingly need accurate and structured online information if they are to feature in recommendations. He called for a trusted tourism information ecosystem covering attractions, accommodation facilities, tour operators, guides, events, itineraries, entry requirements, transport services and verified tourism businesses. The proposal would build on the existing Explore Uganda digital platform and could provide tourism businesses with another channel through which to reach potential customers.

How it works

• Natasha Agaba, Senior Digital Marketeer at UTB, however, cautioned against treating information as automatically accurate.
• However, he stressed that technology cannot replace the human interaction and authenticity that define the tourism experience.
• The ministry is exploring applications including AI-powered wildlife surveillance, digital content hubs and predictive analytics to understand visitor movements and promote lesser-known destinations.
• However, the digital transition also presents a challenge for smaller tourism businesses.
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What to take from it

"The new destination-marketing question is no longer only: There was a problem processing your submission. She said tourism institutions and businesses must maintain human oversight and verify information produced by AI systems.

Example or evidence

• The ministry is working with partners to build digital skills among young people, tour guides and conservationists to enable them to participate in the emerging tourism economy.
• Articles and commentaries that identify allAfrica.com as the publisher are produced or commissioned by AllAfrica.
• Keep up with the latest headlines on WhatsApp | LinkedIn Arthur Lwamafa, Senior Marketing Officer for Domestic and Regional Markets at the Uganda Tourism Board (UTB), said the tourism market is changing as...
• She urged institutions to make credible Ugandan information readily available in digital formats that AI systems can access and interpret.

Details worth keeping

Post (Kampala) By Pedson Mumbere Uganda's tourism industry is entering a new phase of digital competition as artificial intelligence (AI) increasingly influences how travellers discover destinations, compare experiences and make booking decisions. Tourism industry leaders say the rapid adoption of AI presents both an opportunity and a business imperative for Uganda to strengthen its digital presence and ensure its tourism products are easily discoverable by travellers using AI-powered platforms. For tourism businesses, the shift could change how customers are acquired.

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