As Uganda responds to the Ebola outbreak, its tourism industry is drawing on strategies developed during the COVID-19 pandemic, focusing on providing timely information, countering misinformation and keeping the travel trade informed.
“The primary lesson from COVID-19 is that rapid, accurate, coordinated communication from authoritative sources is the most effective tool available to the industry,” said Virginia Messina, CEO of the African Travel and Tourism Association (ATTA).
According to the Uganda Tourism Board, testing laboratories, contact-tracing systems, isolation facilities, trained healthcare workers and nationwide public communication networks developed during the pandemic have all strengthened the country’s Ebola response.
“The COVID-19 pandemic strengthened Uganda’s capacity to respond to the Ebola crisis,” said Gessa Simplicious, Head of Public Relations at the Uganda Tourism Board.
Health screening has been intensified at border points while awareness campaigns are running across television, radio, social media and community networks to keep the public informed.
For tourism operators, communication has become a central part of their response. Instead of relying on promotional campaigns, businesses are prioritising frequent updates to travel advisors, tour operators and prospective visitors.
“We have increased the frequency of communication with our trade partners, providing regular updates, factual information and context regarding conditions on the ground,” said James Haigh, Chairman of ATTA and Head of Sales and Marketing at Lemala Camps.
James Denny, Head of Agent Relationships at Asilia Africa, said transparency is proving more valuable than discounts. “Asilia’s focus is on providing accurate information rather than stimulating demand through promotions.”
Operators have reported some postponements but say they have not seen the level of cancellations experienced during the early stages of the COVID-19 pandemic.
“Our members are telling us that there have been a number of postponements and booking hesitancy rather than many cancellations,” Messina said.
Uncertainty about government travel advisories, insurance policies and possible border restrictions, not fear of Ebola, is driving most traveller concerns, she added.
Industry players say demand for East Africa remains strong despite international headlines.
“There have been some isolated postponements and itinerary discussions involving Uganda but we have not experienced widespread cancellations across our East African portfolio,” Denny said.
According to Haigh, organised group tours have experienced the greatest disruption because decisions involve multiple stakeholders including tour operators, insurers and travel advisors.
Independent travellers, by contrast, have generally been more willing to research the situation themselves before making travel decisions. “Across all segments, the primary challenge has been confidence rather than the practical realities of travelling in Uganda,” Haigh said.
Countering misinformation
One of the most enduring lessons from COVID was the impact misinformation can have on traveller behaviour. Tourism authorities are now responding far more quickly to rumours, particularly on social media, where inaccurate information can spread globally within hours.
Uganda’s strategy combines fact-checking initiatives, coordinated messaging from health officials and tourism stakeholders and directing travellers to trusted information sources.
Flexibility has also become a cornerstone of the industry’s response. Many tourism businesses have retained customer-friendly booking policies introduced during COVID, allowing travellers to change dates or adjust itineraries should circumstances change.
“Flexibility has been an important part of our response,” Haigh said. “We have worked with guests and trade partners to accommodate date changes and provide reassurance that bookings can be adjusted should circumstances change.”
Messina added: “We have been in touch with various tour operators in Uganda who have confirmed it is business as usual with many itineraries continuing into the Virunga Mountains and surrounding areas.”
