KAMPALA — Tourism officials have unveiled a new plan to market Uganda’s medicinal and aromatic plants to international visitors as the country seeks to diversify its tourism portfolio.
The strategy was announced Wednesday during the launch of national preparations for World Wildlife Day 2026. Uganda Tourism Board CEO Juliana Kagwa said the move marks a deliberate shift toward immersive, heritage-based experiences that highlight the country’s unique biodiversity.
By positioning Uganda as a hub for herbal tourism, officials hope to attract a new segment of travelers interested in traditional medicine and botanical knowledge, similar to successful models in countries like Thailand.
“We can leverage our natural resources to create distinctive herbal and medicinal tourism experiences that offer authentic, sustainable value to visitors while generating economic benefits for local communities,” Kagwa said.
To support the marketing push, the Uganda Wildlife Authority is developing new products, including botanical modern trails within conservation areas. Dr. James Musinguzi, the authority’s executive director, said these trails will provide structured educational experiences for tourists.
Martin Mugarra, the minister of state for tourism, wildlife and antiquities, said the success of the plan depends on the conservation of these vital plant resources, which currently face threats from illegal trade and habitat loss.
The campaign will lead up to the World Wildlife Day national celebrations on March 3 at the Entebbe Botanical Gardens. Other scheduled events include a wildlife half marathon on March 1 and a series of conservation conferences and media awards.
