Uganda’s State Minister for Tourism, Wildlife and Antiquities Susan Nakawuki has called on East African countries to strengthen regional cooperation, remove non-tariff barriers and improve transport connectivity to boost tourism and economic growth.
Nakawuki said East African nations should market the region as a single tourism destination instead of competing against one another, arguing that cooperation would increase tourist arrivals, create employment opportunities and maximise revenue from the sector.
Speaking during the 16th edition of the Magical Kenya Travel Expo 2026 at Uhuru Gardens in Nairobi, Nakawuki said Kenya and Uganda shared historical, cultural and economic ties that provided a strong foundation for a joint tourism marketing strategy.
“This is my maiden visit to Magical Kenya, and there is no doubt Uganda and Kenya are the best neighbours ever. We share that special relationship, and for many Ugandans, Kenya is a second home,” she said.
The minister identified Kenya as a key source market for Uganda’s tourism industry, noting that the two countries could benefit more by encouraging citizens to travel across the region for leisure, cultural experiences and business events.
She urged East African governments to eliminate non-tariff barriers that hinder the free movement of people and make cross-border travel more convenient.
Nakawuki questioned the need for unnecessary administrative requirements between neighbouring countries whose citizens share cultural, linguistic and historical connections.
She also proposed the adoption of a common regional currency to ease transactions, reduce the cost of currency conversion and protect travellers from excessive exchange charges.
The minister further raised concerns over the high cost of air travel within East Africa, saying expensive regional flights discourage many residents from exploring neighbouring destinations.
She cited the cost of flights between Entebbe and Mombasa as an example of the challenges facing regional connectivity, urging governments and aviation stakeholders to develop strategies that would make air transport more affordable.
According to Nakawuki, improved connectivity would encourage more East Africans to travel within the region, strengthening tourism businesses and supporting employment across the sector.
She also emphasised the importance of domestic tourism, urging Kenyans and Ugandans to explore destinations within their countries and neighbouring states.
“When I look at tourists from Kenya, I don’t look at them as foreign tourists. I look at them as locals because that is what we need,” she said.
Nakawuki said tourism marketing should not be left solely to government ministries and tourism boards, but should involve private-sector players, the media, communities and neighbouring countries.
She noted that tourists visiting Uganda to experience mountain gorillas, golden monkeys and the River Nile could be encouraged to extend their trips to Kenya to explore the Coast, wildlife conservancies, the Maasai cultural experience and hot-air balloon safaris.
Similarly, travellers visiting Kenya could be encouraged to cross into Uganda to experience its wildlife, cultural attractions and natural landscapes.
The minister said such partnerships would increase the length of visitors’ stays, expand spending opportunities and ensure that tourism revenue benefits businesses across East Africa.
She also highlighted the importance of regional solidarity during crises, recalling that countries relied on one another to sustain their tourism industries during disruptions such as the COVID-19 pandemic and Ebola outbreaks.
Nakawuki cited Ugandan cultural and entertainment events, including the Nyege Nyege festival, as examples of occasions that attract significant participation from Kenyans, demonstrating the potential of cross-border tourism.
She urged the media to play a greater role in promoting tourism destinations, experiences and attractions across the region, saying positive and sustained publicity was essential in attracting visitors.
The minister further encouraged East African countries to strengthen the use of Kiswahili as a common language to improve communication, cultural integration and regional cooperation.
She noted that Uganda had incorporated Kiswahili into its school curriculum as part of efforts to strengthen its use among citizens.
Nakawuki described tourism as a major driver of employment and economic development, arguing that its wide reach across accommodation, transport, hospitality, conservation, entertainment and cultural enterprises made it an important source of livelihoods.
She called on African countries to promote the continent collectively in international markets, saying a coordinated approach would help attract more international visitors and increase the economic benefits of tourism.
The Magical Kenya Travel Expo brings together tourism stakeholders, destination marketers, travel trade representatives and industry players to showcase tourism products, build partnerships and explore business opportunities.
Nakawuki welcomed Kenyan travellers to Uganda, describing the country as a destination known for its hospitality, cultural diversity and natural attractions.
She expressed optimism that stronger cooperation between Kenya and Uganda would help unlock the region’s tourism potential and deliver greater benefits to businesses, communities and travellers.
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