East Africa’s tourism sector is preparing for a major spotlight this fall, as Uganda and Kenya gear up to co-host the 4th Uganda-Kenya Coast Tourism Conference and Exhibition. The event will take place October 27–28, 2025, at Ocean Beach Resort and Spa in Malindi, on Kenya’s Indian Ocean coast.
This year’s theme — “Leveraging Youth Innovation and Technology for Responsive and Inclusive Tourism” — underscores how digital tools and young entrepreneurs are reshaping the industry across the region. The gathering builds on a tourism cooperation agreement signed in July between the two governments, which committed both countries to closer collaboration on marketing, training, and joint promotion abroad.
At a launch event in Kampala, Uganda’s Consul-General in Mombasa, Ambassador Paul Mukumbya, described tourism as a strategic bridge between the two neighbors.
“Tourism is one of the strongest bridges connecting Uganda and Kenya,” he said. “By collaborating on promotion and marketing, we enhance global visibility while reinforcing the social and economic ties of our region.”
Uganda has set ambitious growth targets for the sector. Ambassador Charles Ssentongo, speaking on behalf of the Ministry of Foreign Affairs, said the government aims to raise annual tourism revenue from $2 billion in 2022–23 to $50 billion by 2039–40. “Tourism is central to our economic diplomacy, youth empowerment, job creation, and sustainable development,” he noted.
Tourism flows between the two countries remain strong. In 2024, roughly 466,000 Kenyans visited Uganda, while 225,559 Ugandans traveled to Kenya, according to official figures. Expanded air routes — including more Kenya Airways flights — have helped strengthen those links, while also supporting trade and cultural exchange.
The partnership is not new. Since 2022, Uganda’s consulate in Mombasa has promoted joint events to market both countries, with past conferences held in Mombasa, Diani, and Kampala. These gatherings have brought together government officials, private investors, and tour operators to promote everything from Uganda’s mountain gorillas and cultural sites to Kenya’s beaches and marine tourism.
Speakers at this year’s launch praised the emphasis on youth and technology. “The youth in tourism are not just beneficiaries; they are innovators, entrepreneurs, and storytellers,” said Stephen Asiimwe, chief executive of the Private Sector Foundation Uganda. “Empowering them to reimagine tourism is an investment in sustainability.”
Uganda Airlines’ head of public relations, Shakira Rahim Lamar, added that innovation and collaboration remain central to the visitor experience. “Service, humanity, and the joy we bring to travelers define tourism,” she said.
Regional officials also highlighted the importance of sustainable practices. Herbert Mwachiro, representing Kenya’s Kilifi County, said the coastal region and Uganda offer complementary attractions — from beaches and marine ecosystems to wildlife and cultural heritage.
For both governments, the event doubles as economic and diplomatic outreach. “This is more than a conference; it is a mission to position Uganda and Kenya as partners in global tourism,” Amb. Mukumbya said. “By harnessing youth energy, technology, and regional unity, we can transform tourism into a shared engine of growth and understanding.”
Organizers said youth innovators will feature prominently at the October event, showcasing platforms designed to make East Africa’s tourism experience more accessible — from budget options to high-end packages.
Registration is now open through the official conference portal: www.thetourismconference.org.
