In diplomacy, influence is no longer measured solely by treaties signed or speeches delivered. It is increasingly built through narratives, partnerships, and the ability to project a country’s strengths to the world. Uganda’s decision to deploy veteran public diplomacy strategist Margaret Awino Kafeero to its Permanent Mission to the African Union (AU) in Addis Ababa reflects that changing reality and signals a strategic investment in the country’s continental influence.
Kafeero takes up the new assignment after serving as Head of the Public Diplomacy Department at the Ministry of Foreign Affairs, where she played a key role in repositioning Uganda’s international image. During her tenure, public diplomacy became more than government communication. It evolved into a tool for promoting tourism, attracting investment, strengthening cultural ties, and supporting Uganda’s broader economic diplomacy agenda.
Her posting comes at a significant time. Addis Ababa, home to the African Union and the United Nations Economic Commission for Africa (UNECA), is the centre of continental decision-making on trade, regional integration, peace and security, and economic development. Uganda’s decision to assign an experienced public diplomacy professional to this strategic mission highlights the growing importance of communication in advancing national interests.
Modern diplomacy extends well beyond political negotiations. Countries are increasingly using culture, sports, tourism, and strategic communication to strengthen bilateral relations, attract investment, and shape international perceptions. Kafeero has been among the officials driving this transformation within Uganda’s foreign service. Her work has focused on ensuring that Uganda’s diplomatic missions not only represent the country’s political interests but also actively promote its economic opportunities and tourism potential.
One of the clearest examples of this approach has been the Ministry’s support for the Tusker Lite Mt. Rwenzori Marathon, which has grown into one of Uganda’s leading sports tourism events. Earlier this year, Uganda’s Embassy in Addis Ababa organised a promotional activation at Entoto Park that attracted more than 500 Ethiopian runners, diplomats, tourism stakeholders, influencers, and members of the media. By taking the campaign to Ethiopia, a country internationally recognised for its long-distance running heritage, Uganda successfully connected with a community that appreciates athletics while showcasing the country’s tourism attractions.
Speaking about the initiative, Kafeero highlighted the marathon’s international standing.
“Since 2024, the Tusker Lite Mt. Rwenzori Marathon is currently the only Ugandan-run event certified by World Athletics, making it a world-class marathon that puts Uganda on the international stage. The Ministry of Foreign Affairs is an official partner of the marathon, and through our missions, we promote the participation of international runners and influencers.”
The campaign demonstrated how sports diplomacy can create opportunities for tourism, cultural exchange, and stronger regional partnerships while raising Uganda’s profile internationally. It also reflected Uganda’s broader strategy of using soft power to achieve tangible economic outcomes through tourism promotion, investment attraction, and people-to-people engagement.
Kafeero’s appointment places her at one of Africa’s most influential diplomatic centres, where Uganda engages with continental institutions on issues ranging from implementation of the African Continental Free Trade Area (AfCFTA) to regional peace and security, infrastructure development, climate resilience, and cross-border trade. Her background in strategic communication is expected to strengthen Uganda’s engagement with policymakers, development partners, investors, and regional stakeholders while helping communicate the country’s priorities more effectively within African Union institutions.
The posting also complements Uganda’s growing cooperation with Ethiopia through tourism promotion, trade facilitation, cultural exchanges, and sports diplomacy. As African countries compete to attract investment and expand economic opportunities, effective communication has become an increasingly valuable diplomatic asset alongside traditional negotiations.
Before her departure, the Ministry of Foreign Affairs held a farewell ceremony in recognition of Kafeero’s service. Under-Secretary Stephen Kyaterekera praised her professionalism and leadership, saying she leaves behind a department built on excellence and innovation. Reflecting on her years at the Ministry headquarters, Kafeero emphasised the importance of teamwork in diplomacy.
“A team is like a jigsaw puzzle; every piece matters.”
She also expressed optimism as she prepared to begin her new assignment.
“As my stint at the Ministry of Foreign Affairs Headquarters comes to a close, I am gearing up for my next assignment. Here’s to new beginnings.”
Kafeero’s move to Addis Ababa represents more than a routine diplomatic transfer. It reflects Uganda’s growing recognition that influence in today’s international environment depends not only on policy and negotiation but also on effective communication, public engagement, and the ability to build meaningful partnerships. By deploying one of its most experienced public diplomacy professionals to the African Union headquarters, Uganda is reinforcing its commitment to strengthening its voice within continental institutions while advancing economic diplomacy.
For Margaret Awino Kafeero, the assignment marks the next chapter in a distinguished diplomatic career. For Uganda, it represents a strategic investment in soft power, recognising that the ability to shape perceptions, build partnerships, and tell the country’s story effectively has become just as important as traditional diplomacy in advancing national development and regional influence.
