This study examined the impact of mass communication on promoting domestic tourism in Uganda, with a specific focus on the Nation Media Group (NMG) as a case study. Adopting a mixed-methods research design, the study surveyed 267 respondents drawn from NMG staff, tourism industry stakeholders, and domestic travellers, supplemented by in-depth interviews and media content analysis. The study assessed four mass communication channels print media, television, radio, and digital/online platforms—and examined their roles in raising awareness, shaping attitudes, and influencing domestic travel behaviour. Results demonstrated that television had the greatest reach and attitude change effect among domestic travellers, while digital platforms showed the highest growth trajectory and were particularly effective among urban youth audiences. The study found a significant positive relationship between exposure to NMG tourism content and domestic travel intention (r =0.68, p < 0.001). Content analysis revealed that tourism coverage by NMG prioritised international and high-end tourism narratives, often underrepresenting affordable domestic destinations that were accessible to ordinary Ugandans. The study recommended more inclusive, pro-poor tourism communication strategies, greater collaboration between NMG and the Uganda Tourism Board, and increased investment in digital content production for domestic tourism promotion.