The first daughter, Ms Diana Kyaremera Museveni, has called upon Ugandans in the diaspora to play a more active role as tourism ambassadors for Destination Uganda and invest to leverage the immense potential in Uganda’s tourism sector.
Kyaremera, herself a tourism entrepreneur and proprietor of AGE Safaris Ltd as well as patron of the Chimpanzee Sanctuary & Wildlife Conservation Trust (CSWCT), was on Thursday, October 10th, 2024, speaking at the homecoming finale dinner for the 62 Since 62 tourism campaign, held at Speke Resort Munyonyo.
The campaign/project, built around celebrating 62 years since Uganda obtained independence in 1962, is a collaboration between prominent Ugandan youths living in the United Kingdom and Ugandan-based creatives and content creators that aims to promote Uganda’s diverse attractions and experiences to the world.
The homecoming tour involved a series of nationwide tours by selected prominent Ugandan creatives and entrepreneurs and their friends drawn from various countries to key Ugandan tourism attractions. These individual experiences are being documented and curated in different multimedia formats for broadcasting on multiple media platforms worldwide.
The government of Uganda, through the Statehouse and the Ugandan High Commission to the United Kingdom, together with the Ministry of Tourism, Wildlife & Antiquities (MTWA), Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA) and Speke Resort Munyonyo, jointly funded the project.
The project is coordinated by Lucy Bunyenyezi-Mulira and Henry Mulira, Ugandan-based actress and visual Storyteller and Henry Mulira, a Ugandan entrepreneur, together with Priscilla Anyabu, a Ugandan British model and presenter, as well as Abdulhakka Sentamu, a UK-based entrepreneur.
Ms Priscilla Butagira, the Special Presidential Assistant/ Tourism, coordinated on behalf of the State House.
“Uganda is a country blessed with so many natural attractions. From its fertile soils and warm tropical climate to its breathtaking scenery and wildlife, to name a few. No wonder Winston Churchill dubbed it “the Pearl of Africa”. As a country, we have truly been gifted by nature; we Ugandans have, however, not fully taken advantage of this blessing,” Ms Kyaremera told guests at the dinner.
“There is still more that you in the diaspora can do to promote the country. Hopefully, from your trip, you have seen what the country has to offer, especially regarding tourism. I’m sure you have seen, for yourselves, the country’s untapped potential. As you return to the UK, you will be our tourism ambassador. You need to go and get the word out. That was the whole point of this homecoming tour: to activate the youth to our tourism potential. If we continue to work together, we can see this country’s tourism industry transformed. Thank you again for loving your country, and let’s continue to work together to make sure the Pearl of Africa shines bright for the world to see,” she added.
The United Kingdom is Uganda’s 3rd largest overseas tourist source market, accounting for 9% of all tourists. India and the United States of America are the first and second, accounting for 25% and 14%, respectively. In 2023, the USA, Kenya, the UK and Germany were the main source markets for leisure visitors 2023, jointly contributing 38.1% of all leisure visitors in Uganda.
Ms Kyaremera also thanked Ugandans in the diaspora for their significant role in Uganda’s economy through their remittances, which amount to USD 1.2 billion annually. She said that USD 300 million was from the estimated 150,000 Ugandans in the United Kingdom. Ugandans in the USA remitted USD 177 million, while the Middle East collectively contributed USD 650 million.
“This community (Ugandans in the diaspora) have been critical to the development of our country, and we thank you for your contribution. Thank you for holding our flag high and representing Uganda exceptionally,” she said.
Ms. Kyaremera, said the government had prioritised the tourism sector’s post-pandemic recovery and seeks to increase tourist arrivals to 5 million in the next 10 years. She added that concerted efforts by the government, the private sector, and Ugandans in the diaspora⏤ as Destination Uganda’s brand ambassadors and investors ⏤ were needed to achieve this.
“Uganda’s tourism industry was also greatly affected by the pandemic, but l believe we have managed to return to pre-COVID numbers of 1.5 million tourists, earning the country about USD 1 billion. Nevertheless, there is so much more room for improvement. I believe 5 million tourists is a realistic target for the country to achieve in the next ten years. Can you imagine how transformed our economy would be with this increase in tourist numbers? That’s where you young people come in,” she said.
The dinner was, among others, graced by Hon. Phiona Nyamutoro, the Minister of State for Energy and Mineral Development (Minerals), Ms. Doreen Katusiime, the Permanent Secretary, Ministry of Tourism Wildlife and Antiquities (MTWA) and Ms. Yogi Bigirwa, the President of the Uganda Tourism Association (UTA).
Samuel John Mwandha, the Executive Director of the Uganda Wildlife Authority (UWA); Lilly Ajarova, the Chief Executive Officer of Uganda Tourism Board (UTB); and Muhereza Kyamutetera, the Chief Executive Officer of the Uganda Tourism Association (UTA), also attended the dinner.
Uganda is a land of multiple experiences and multiple investment opportunities.
Samuel Mwandha also urged Ugandans in the diaspora to invest, saying the “opportunities for investment are immense”.
“Uganda is a country people call gifted by nature, but I call it blessed by God, and it is indeed the Pearl of Africa. When you consider its weather, if you consider the beautiful landscapes, the food, the diverse culture, our wildlife, etc., everything is marvellous, and therefore, the reason each one of us should consider Uganda to be the place to explore and invest,” Mr Mwandha said.
He said abundant investment opportunities in food, accommodation, souvenirs, transportation and tour operations, and other innovative products beyond wildlife abounded.
“Investment in anything, food will bring a profit⏤ anything food, whether it’s a restaurant, food packaging or whether you want to do a full hotel with accommodation and food, you cannot go wrong),” he said.
Mr Mwandha also said there were opportunities to partner with UWA to set up nationwide wildlife conservation and education centres.
“The Uganda Wildlife & Conservation Centre in Entebbe is the only one of its kind in the country, and many more are required. We have a wonderful country that is gifted with wildlife. You can make proposals and inform us that you have the necessary resources, and then we can work with you. There are sites in Mbarara, Fortportal, Kabale, Gulu, Arua and Moroto, where this business can bring you great profit,” he said, adding: “The Pearl of Africa is calling you. The Pearl of Africa is here for you; it is your country. Are you ready to come and invest?”
Muhereza Kyamutetera, the Chief Executive Officer of UTA, hailed the 62 Since 62 initiative, saying that it was the duty of every Ugandan to use every resource and means at their disposal to promote Uganda’s tourism potential.
“Uganda is a destination like no other, with several unique attractions and experiences that guarantee an adventure of a lifetime. But all this amounts to nothing if there isn’t enough awareness about this Pearl of Africa. As the private sector, we welcome this initiative, especially since it targets the United Kingdom with spillover effects to some of our other key European source markets,” he said.
