Marketers and tourism leaders filled Zimbali Bistro in Kampala on Friday evening to explore how Uganda can be better positioned and sold to the world.
The conversation took place at the Uganda Marketers Society (UMS) Ignite event and centred on tourism branding, destination marketing, and the part that marketers, creatives and the general public play in telling the story of Uganda’s attractions and investment opportunities.
Uganda Tourism Board (UTB) Chief Executive Juliana Kagwa noted that the country is still in the early stages of building its tourism brand and must work harder to make its offering known. She pointed to Uganda’s mountain gorillas, rainforests, rich birdlife, lakes and savannahs as assets that deserve far greater visibility abroad, citing South Africa, Morocco and Egypt as markets that have built their appeal through sustained destination marketing.
“We may have the best product on earth, but if people cannot access it, the product’s value is limited. Imagine promoting a product that people cannot find or access. How can they experience it?” Kagwa said.
She argued that promotion must go hand in hand with better access, including domestic air connectivity, and with investment in hospitality facilities and skills so that visitors enjoy what campaigns promise.
Kagwa also underscored the importance of creatives in shaping Uganda’s tourism narrative and turning storytelling into economic value.
“The tourism value chain is deep and wide, and it starts with storytelling. People are creating compelling content and earning real value from it every day,” she said.
“Building Uganda has to start with our creatives, the people with the talent, connections, and networks to tell our story well.”
Uganda Media Centre Executive Director Alan Kasujja said Ugandans must first know and experience their own country before they can convincingly sell it to the outside world.
“I think Uganda’s problem is that Ugandans do not know Uganda. They do not know what we have,” Kasujja said.
He encouraged citizens to be more curious, visit local attractions and share their experiences, which he said would grow a strong base of local ambassadors for Destination Uganda.
Tourism industry representative Herbert Byaruhanga said good marketing begins with a real understanding of the product. He urged Ugandans to visit destinations in person and called for closer collaboration between marketers, UTB and private operators.
“If marketers do not understand the product, we will keep talking about adventure, gorillas and other attractions without creating the right content,” he said.
“One thing we must help Ugandans appreciate is that you cannot fully understand a destination from a computer. You have to experience it on the ground.”
Speakers further emphasised that visitor experience and hospitality shape Uganda’s reputation. Kagwa observed that the country’s image is formed not only by formal campaigns but also by how visitors are treated by the people they meet.
“We pride ourselves on being the most hospitable country in the region, but true hospitality is measured by what everyday people, from taxi drivers to content creators, say about us. We need genuine passion for home to come from our citizens,” she said.
The discussion put marketers, tourism operators, creatives and ordinary Ugandans at the heart of efforts to strengthen Uganda’s tourism brand, with a clear call to pair storytelling with accessible attractions and quality visitor experiences.
