The Uganda Tourism Board (UTB) has officially appointed Princess Ruth Komuntale of the Tooro Kingdom as Uganda’s Tourism Ambassador in the US, aiming to boost the country’s tourism industry through culture and diaspora engagement.
The kingdom’s chief princess and elder sister to King Oyo was unveiled as the tourism ambassador during a press conference held at the Tooro Kingdom Palace in Buziga, Kampala, on Wednesday, September 3rd, 2025.
The appointment was formalized through the signing of a Memorandum of Understanding in a first-of-its-kind partnership led by the Uganda Tourism Board (UTB) Chief Executive Officer Juliana Kagwa.
The move is part of UTB’s strategic plan to amplify Uganda’s tourism and cultural story to Ugandans and global audiences, particularly targeting the diaspora communities, leveraging Princess Komuntale’s influence and residency in Texas, USA, where she lives.
“Uganda is so much more than just the wildlife; Uganda is also about culture, heritage, and provenance, who better to represent us in a foreign land than somebody who was born and raised here and knows what Uganda is and stands for?” Kagwa said.
She continued and said that the appointment is an opportunity for UTB to refresh Uganda’s promise to the world, to recognize our culture and heritage, and to pay homage to our ancestors.”
Speaking during the unveiling, Princess Komuntale expressed her joy at returning home and her pride in Tooro’s cultural heritage. “It feels great to be back home after a very long time, and it feels really good to finally come back with an amazing husband and my amazing child,” she said.
“Tooro is my homeland, a very special place in my heart with beautiful weather and a heritage I am so proud of. Time really flies; I can’t believe it has been 30 years since my brother has been on the throne. I am so proud of him, not just as a king, but as the man he has become. To young people, reach for the stars, never give up, put God first, and add action to your prayers,” she added.
The Tooro Kingdom also unveiled a vibrant cultural programme to mark 30 years of King Oyo Nyimba Kabamba Iguru Rukidi IV’s reign, positioning the celebrations as a major platform to boost Uganda’s tourism industry through culture, heritage, and diaspora engagement.
The four-day festivities, set for September 10th to 13th, 2025, in Fort Portal Tourism City, will climax with the highly anticipated Ekyooto Empango Music Festival, promising an immersive experience blending tradition, business, and entertainment.
Francis Nyende, UTB’s Marketing Manager, emphasized that the Empango celebrations and the ambassadorial appointment are strategic opportunities to deepen institutional ties with the Tooro Kingdom and tell a bigger national story about Uganda’s tourism potential.
“It’s giving us a huge opportunity to make a very strong partnership with the kingdom. The world will see the rich culture of Tooro through the content that the princess will be sharing throughout the journey,” Nyende said, confirming UTB’s participation in the royal tours and Empango content campaigns.
The four-day programme blends cultural rituals, business forums, and community experiences to attract both domestic and international visitors.
Activities will include royal tours, heritage ceremonies, a business leaders’ gala, and a Presidential CEO’s Forum on Tourism, which will bring together industry stakeholders, policymakers, and investors to discuss strategies for unlocking Uganda’s tourism potential.
Hon. Joan Kantu Else, Tooro Kingdom’s Minister for Tourism, described the event as a once-in-a-generation showcase. “Celebrating 30 years is a huge achievement. If you have ever attended Empango, this is one you do not want to miss.”
“We will start on the 10th with the Royal Tour and the Presidential CEO’s Forum dinner at the palace. On the 11th and 12th, we will keep it very official for culture, then on the 13th, Ekyooto Ha Empango brings sports, fashion shows, artists, and everything you can think of,” she said.
With the combination of royal heritage, modern experiences, diaspora engagement, and private sector partnerships, the Ekyooto Empango celebrations are set to boost Uganda’s tourism industry and reposition the country as a leading cultural destination in Africa.
