Uganda is increasingly using film as a diplomatic and economic tool, with a new documentary spotlighting the River Nile drawing strong interest from Chinese audiences, tour operators and media in southern China.
More than 300 guests filled the Consulate General of Uganda in Guangzhou on December 12 for the world premiere of Back to the Source The Nile, a flagship documentary led by Uganda’s Consul General, Ambassador Judith “Juju” Nsababera, and directed by Ugandan filmmaker Derrick Ssenyonyi.
The full-house screening signalled growing appetite in China for African stories that go beyond traditional tourism marketing.
Unlike conventional destination films, Back to the Source – The Nile blends personal narrative with national storytelling. The documentary follows Ambassador Nsababera as she confronts a lifelong fear of deep water by rafting on the Nile, using that journey to frame Uganda’s landscapes, culture and investment potential.
From gorilla tracking in Bwindi and coffee farming in Kisoro to cattle heritage in Mbarara and wildlife experiences in Lake Mburo National Park, the film presents Uganda through an intimate, character-driven lens.
Diplomats and tourism officials at the premiere described the film as part of a broader shift toward “story-led diplomacy,” where emotional connection and cultural authenticity are used to strengthen bilateral ties.
Chinese tour operators in attendance reportedly expressed increased interest in developing Uganda-focused travel products following the screening, while local media highlighted the documentary’s high production quality and human-centred approach.
Directed by Ssenyonyi with a mixed Ugandan-Chinese crew, the film combines cinematic aerial footage with grounded storytelling, positioning Uganda competitively on international streaming and festival platforms.
Organisers said the collaboration itself reflects deepening cultural exchange between Uganda and China, particularly in the creative industries.
Following its successful China debut, Back to the Source – The Nile is scheduled to premiere in Uganda on February 22, 2026. The Kampala event is expected to convene government officials, tourism stakeholders, creatives and investors, reinforcing the film’s role not just as a documentary, but as a strategic tool to reshape perceptions of Uganda at home and abroad
