Makerere University Business School (MUBS) will hold the World Tourism Day Students' Conference 2026 on Friday, September 18, with this year's event centred on the expanding impact of artificial intelligence (AI), digital technology, and innovation on tourism careers.
The conference will be held from 9:00 a.m. to 4:00 p.m. at the MUBS Main Campus in Nakawa, and will bring together students, tourism professionals, technology experts, and other stakeholders interested in the industry's future.
The event is being organised by the MUBS Tourism Students Association (MUBSTA), in collaboration with the Uganda Tourism Board (UTB), the Ministry of Tourism, Wildlife, and Antiquities, and Sumz.
AI and Digital Technology Take Center Stage.
The World Tourism Day Students' Conference 2026 will be themed "Digital and Artificial Intelligence: Preparing Future Tourism Professionals for an Intelligent and Innovative Industry."
The theme comes as digital technology continues to influence how tourism businesses attract customers, market destinations, manage services and communicate with travellers.
Artificial intelligence is also creating new possibilities across the tourism industry, from digital marketing and customer service to data analysis and personalized travel experiences.
For tourism and hospitality students, understanding these changes can help them identify the skills and knowledge needed in an increasingly technology-driven industry.
Preparing Students for Changing Tourism Careers
A major focus of the conference will be preparing students for the changing demands of the tourism job market.
Discussions will explore how digital transformation is affecting tourism and hospitality operations and the skills that students can develop to remain relevant as technology becomes more integrated into the industry.
The conference will also examine the importance of digital identity and personal branding.
With social media platforms such as TikTok, Instagram and Facebook becoming important channels for communication and marketing, students will have an opportunity to learn how their online presence can contribute to their professional development and career opportunities.
Speakers to Share Industry Perspectives
The conference will be hosted by MUBS Principal Prof. Moses Muhwezi, while Ms. Juliana Kagwa, Chief Executive Officer of the Uganda Tourism Board, is expected to attend as the Guest of Honor.
Other speakers listed for the conference include:
- David Mugisha – AI and Software Engineer
- Judith Mubiru – Chief Executive Officer, Jaans Solutions Ltd
- Lyn Tukei – Communications and Public Relations, Capital Markets Authority
The speakers bring experience from technology, business, communications and professional services, offering students an opportunity to connect classroom learning with developments in the workplace.
Why Digital Skills Matter in Tourism
Tourism is increasingly connected to digital platforms. Travellers use online platforms to discover destinations, compare services, make bookings and share their experiences.
This shift has created opportunities for professionals who can combine tourism knowledge with skills in digital marketing, content creation, data, communication and emerging technologies.
The conference therefore provides a platform for students to discuss how they can prepare for these changes before entering the industry.
Students and Young Tourism Enthusiasts Invited
The World Tourism Day Students’ Conference 2026 is open to MUBS students, tourism and hospitality students from other institutions and young people interested in the tourism sector.
Participants will have an opportunity to engage with professionals, learn about emerging trends in tourism and discuss the role of artificial intelligence and digital technology in shaping future careers.
World Tourism Day Students’ Conference 2026 Details
Event: World Tourism Day Students’ Conference 2026
Date: Friday, September 18, 2026
Time: 9:00 AM – 4:00 PM
Venue: MUBS Main Campus, Nakawa, Kampala
Theme: “Digital and Artificial Intelligence: Preparing Future Tourism Professionals for an Intelligent and Innovative Industry”
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