Uganda Tourism Board (UTB) Chief Executive Officer, Juliana Kagwa, has rallied Uganda’s diplomats to actively champion the country’s image abroad, positioning tourism as a unifying export with the power to transform livelihoods and attract investment.
Addressing Heads of Mission during the Ambassadors’ Retreat in Gulu City, Kagwa urged the diplomats to “be the frontline custodians of Brand Uganda” and promote the country beyond its globally acclaimed wildlife. She called for deliberate marketing of Uganda’s cultural heritage, faith tourism, gastronomy, adventure, film, sports, and community experiences.
“Tourism is Uganda’s most beautiful conversation with the world,” Kagwa said, stressing the need for united and consistent storytelling that resonates with international audiences.
She outlined UTB’s key priorities, which include building stronger Public Private Partnerships (PPPs) to expand market reach, embedding digital integration in marketing strategies, and creating new opportunities through trade engagements, roadshows, and media familiarization trips. Other focus areas highlighted were content excellence for brand consistency and closer coordination with security and conservation agencies to ensure visitor confidence.
Kagwa further appealed to Ambassadors to adapt UTB’s messaging to suit their respective host countries while leveraging diaspora networks as effective brand ambassadors.
In a demonstration of the PPP strategy in action, Kagwa announced that Uganda Breweries Limited (UBL) would host the Ambassadors to an evening engagement in Gulu, showcasing Ugandan cuisine, culture, and opportunities for collaboration in tourism and related industries.
Her remarks reinforced UTB’s vision of tourism as not just an economic driver but also a powerful tool for nation branding and international engagement.
