The study examined the relationship between social media marketing and organizational performance of tourism businesses in Central Division, Kampala District. A correlational survey design was employed with a sample of 123 respondents comprising tourism business owners, managers, and marketing officers. Data were collected using structured questionnaires and analyzed using descriptive statistics and Pearson correlation analysis. Results indicated a significant positive relationship between social media marketing and organizational performance (r = 0.768, p < 0.01). Specific findings revealed that content quality (r = 0.725, p < 0.01), customer engagement (r = 0.681, p < 0.01), and advertising effectiveness (r = 0.703, p < 0.01) significantly influenced performance. Tourism businesses utilizing social media demonstrated increased customer reach (84%), improved brand visibility (79%), and enhanced revenue generation (67%). The study concluded that social media marketing was a critical driver of organizational performance in Kampala's tourism sector. Recommendations included developing comprehensive social media strategies, investing in digital marketing training, and leveraging analytics tools to optimize campaign effectiveness for sustained competitive advantage.