Will domestic tourism be the game changer?

Bentique Nigwomugisha is a budding local tour operator and safari guide promoting a 3-day Murchison Falls tour for half capacity of a coaster at Shs400,000 per person.
He says it is time to engage the local market for business since there are no international bookings being registered as aircrafts were grounded two months ago.

Hotels, shops and restaurants opened on Tuesday, May 26 and public transport opened on Thursday, June 4, according to presidential guidelines.
However, the protected areas are still closed, neither has a date been announced for borders and the Entebbe international airport to reopen to non-essential travel by international tourists.

“Initially, we had arrangements for a full coaster of 30 people each paying Shs300,000. But with social distancing guidelines, we reduced the number to a half the total capacity and increased the price. Ideally, each passenger would pay Shs450,000, but due to financial pressures at the moment, we thought it was not feasible,” says Nigwomugisha. He says he had planned a test tour for future domestic tours, but also for Ugandans who wish to unwind from the effects of Covid-19. While transport is open, national parks are still closed.

Achieving the previous 1.6 million tourist arrivals in 2020 is not feasible due to the effects of the pandemic. Tourism experts observe that there will be a recovery of the sector considering that it has weathered storms such as Ebola and Zika Virus previously.

International tourism, both inbound and outbound will be severely affected for the remaining half of the year for reasons including fear of re-emergence of Covid-19, lack of confidence in a destination’s health system and uncertainty as to whether future outbreaks will be covered by travel insurance.

Having missed out on reaping from the Easter break, domestic tours expert, James Mwere of MJ Safaris, says he is ready to sell packages in the remaining months of the year.

He encourages stakeholders such as tour operators, guides, hoteliers along the tourism value chain to tap into the domestic market. He cites lack of promotions as the limiting factor to realise the potential among Ugandan travellers.

Mwere says: “Ugandans prefer going to comedy shows and nightclubs because targeted marketing and promotions are brought to them in the comfort of their living rooms.”
Lucky Agaba, a team of leader of Take A Break, a domestic tourism initiative, says she is worried that trips may not be fun anymore. She has to practice social distancing in transportation, which necessitate reduction of numbers and increase in prices per person .
“I need numbers to make group trips count,” she says. At the beginning of the year, she had scheduled a hiking trip on March 29 to Mount Muhabura located in Kisoro District.

Her clients had deposited Shs4 million, which she used to book a shuttle and accommodation facility. Days before the departure date, President Museveni announced a lockdown. “We had to postpone. But some asked for a refund. The future of trips in Kisoro hangs in balance since it is among the border districts,”Agaba says.
The directive on public transport announced on May 18 by President Museveni in his address on easing the Covid-19 lockdown affected 42 districts referred to as border districts.

Most of them are geographical locations of tourist attractions. Kabarole, Bundibugyo, Kamwenge, Kasese, Kabale, Kisoro, and Moroto are home to a number of national parks in Uganda, which also remain closed.
According to a recent study on domestic tourism in Uganda, the proportion of domestic tourists in Uganda’s wildlife protected areas has consistently been higher than the proportion of foreign inbound tourists to the protected areas since 2006.

According to officials from Uganda Wildlife Authority, Murchison Falls National Park, Queen Elizabeth National Park and Lake Mburo top the list of protected areas visited by Ugandans in the recent years.
Semuliki National Park on the western side of Rwenzori in Bundibugyo District attracts more student groups who are fascinated by the Sempaya hot springs, a component of Geography subject.

Passenger capacity
People who have been separated from their relatives and friends by Covid-19 may seek nearby places to enjoy simple luxury without incurring hefty price.

James Mwere, who also doubles as the Chairman of the Tour Guides Forum Uganda (TGFU), says the source of the Nile and the Uganda Wildlife Conservation Centre (UWEC) are some of the destinations Ugandans may frequent depending on proximity.

However, he is worried that they may be overwhelmed by numbers which may create health concerns.
From 2004, the number of visitors to UWEC have grown from 165,175 to 375,121. Local school children account for more than 60 per cent of the total number of visitors to the centre each year.

According to tourism sector growth statistics, the source of the Nile visitors increased by 59.4 per cent from 102,324 in 2017 to 163,117 in 2018.

The debate about domestic tourism has left many tour operators wondering if it is beneficial to all stakeholders. Brian Mugume, a director at Adventure Consults Uganda says local tourists would rather book directly with a lodge or drive to the national park than seek services of a guide or tour operator

Specioza Kawarach, a tourism enthusiast working with Marasa Africa, a hotel chain composed of Chobe, Paraa and Mweya Safari lodges in Uganda says Ugandans do not believe in middlemen.

She says UWA, lodges and hotel owners, especially those in destination areas are not going to benefit even if they sell at reduced prices.

Amenities are vital
Domestic tourists in Uganda travel for four major purposes; leisure and recreation, business, visiting friends and relatives and education.
In his recent address, President Museveni directed bars, night-clubs, gyms, saunas, swimming pools and salons to stay closed till an appropriate time since they cannot easily observe the rules of social distancing.

Diana Kisakye, the group sales and marketing Wild Frontiers Uganda Safaris, Exclusive Camps and lodges, says most Ugandans are active and are interested in urban centres with such recreational facilities.

Determining Price
The two main obstacles to domestic tourism are the high costs of transport to local destinations and high cost of accommodation.

Kawarach says although price is a very sensitive factor in determining domestic travel, tourism businesses should not be intimidated. Hotels should determine the category of the market that matches their pricing in comparison with services offered.

She is also worried about the limitation of transport because an average family of a five may have challenges if the traffic operators insist on three persons as full capacity for private cars.
This is likely to affect domestic tourism till the directive is relaxed.

UTB should step up
Mwere urges Uganda Tourism Board (UTB), Destination Market Organization (DMO) to work with other government agencies and the private business operators in the tourism sector to penetrate the domestic market.
“UTB should embark on a domestic tourism campaign in every quarter,” he says.

Specioza Kawarach says it is time for UTB to conduct market research and design a domestic marketing strategy.

Developing the market segment requires an in-depth understanding of the characteristics, demand and supply factors as well as the trends that are likely to shape this market going forward.

According to sources privy to the information, a consultant was hired to develop a plan for pushing domestic tourism after Covid-19 and a draft shall be availed in less than a week’s time.

Sign up cautiously
The world has embraced digital services during the pandemic and certain holiday booking sites have taken advantage by using misleading tactics to make Ugandan travellers rush and book.

Mugume, who also serves on the board of Association of Uganda Tour Operators (AUTO) advises travellers to stay away from offers that are too good. He says many hotels are announcing that they are operating on 50 per cent hotel occupancy, and charging below standard rate. “Think twice, before you sign up,” he advises.

Embrace group travel
Basing on her experience in domestic tourism market, she advises hoteliers to move away from frequent individual travellers- FIT and embrace group travellers interested in meetings, incentives, conferences and events such as weddings. She believes if the sector pushes for these, they will profit more than selling weekend getaways.

Domestic tourism in Kenya
On the domestic front, a total of 4.9 million bed nights were taken by Kenyans in 2019, presenting a 10.4 per cent growth recorded in 2018 of 4.4 million. Whereas domestic tourism constitutes a significant portion of the tourism sector in many economies, little has been invested to promote it.

According to officials from Uganda Wildlife Authority, Murchison Falls National Park, Queen Elizabeth National Park and Lake Mburo top the list of protected areas visited by Ugandans in the recent years. Semuliki National Park on the western side of Rwenzori in Bundibugyo District attracts more student groups who are fascinated by the Sempaya hot springs.

Optimistic
Weather the storm
Achieving the previous 1.6 million tourist arrivals in 2020 is not feasible due to the effects of the pandemic. Tourism experts observe that there will be a recovery of the sector considering that it has weathered storms such as Ebola and Zika Virus previously.