Uganda is turning to digital technology, including virtual reality (VR), to change how it markets the country’s tourism attractions to potential visitors.
The technology is being showcased at the 2026 Oromia Tourism Week in Addis Ababa, Ethiopia, where Ugandan tourism operators are promoting Destination Uganda under the event’s theme, “Digital Innovation for Inclusive Tourism.”
The Ugandan delegation has installed a virtual reality experience at its exhibition stall, allowing visitors to experience aspects of Uganda’s tourism offering through digital immersion.
Isaac Mulindwa, Chief Executive Officer of VAMOS – Africa Luxury Tours, said the use of immersive technology can help prospective travellers make decisions about destinations.
“Digital immersion in marketing helps potential travelers make instant decisions,” Mulindwa said.
He said the Oromia Tourism Week platform goes beyond showcasing tourism attractions, arguing that it also creates opportunities for stronger people-to-people connections and tourism investment.
The growing use of technology in tourism is at the centre of this year’s Oromia Tourism Week, organised by the Oromia Tourism Commission under the Visit Oromia brand.
The event brings together tourism stakeholders, investors, businesses and visitors to discuss the development and promotion of tourism.
Its 2026 theme highlights the expanding role of digital innovation and artificial intelligence in travel, destination marketing and tourism development.
According to figures cited by the organisers, UN Tourism projects that artificial intelligence could contribute between US$15.7 trillion and US$19.9 trillion to the global economy by 2030.
Research cited in the event material also indicates that 42% of travellers have either already embraced or are interested in exploring AI in their travel planning.
For Uganda’s tourism industry, the growing use of digital tools presents an opportunity to market attractions to potential visitors before they physically travel to the country.
The VR experience at the Uganda stall allows visitors to interact with the destination in a more immersive way than conventional brochures or photographs.
The technology is being deployed as part of Uganda’s wider effort to expand its presence in regional tourism markets and attract visitors from Ethiopia and beyond.
Minister-Counsellor Margaret Kafeero, representing the Uganda Embassy in Addis Ababa, said the event provides an important platform for Uganda to introduce its tourism products to the Ethiopian market.
The participation also brings together government and private-sector tourism players, including Uganda Tourism Board, the Uganda Tourism Association and tour operators.
The emphasis on digital innovation comes as tourism destinations increasingly explore technology as a means of reaching travellers, personalising travel planning and giving prospective visitors a preview of experiences before they book.
Uganda’s presence at Oromia Tourism Week therefore combines destination promotion with technology, using VR to demonstrate how digital immersion can become part of the country’s tourism marketing strategy.
The event runs from September 29 to October 1, 2026, at the Ethiopian Skylight Hotel in Addis Ababa.
