Presiding over the ceremony at Kampala Sheraton Hotel was Juliana Kagwa, the dynamic CEO of the Uganda Tourism Board (UTB). “You are not just queens; you are ambassadors,” Kagwa told them, her voice ringing with conviction. “Our mandate is to market the beautiful Uganda, and we are glad to have you as vehicles of this mission. What you say about Uganda goes beyond borders.”
Six children, Serena, Ariella, Bridget, Babirye, Primrose, and Tracy, stood in a neat line. They weren’t just little girls getting ready for a trip. They were ambassadors. Moments later, they were officially flagged off by UTB CEO, Juliana Kagwa, to represent Uganda at the prestigious Little Mister and Miss Africa competition in Nairobi. “To Serena and our reigning queens: go forth. Shine. Tell the world about our mountains, our primates, our 165 freshwater lakes, and the warmth of our people. And when you stand on that stage in Nairobi, remember you are not just representing a pageant. You are Ambassadors. You are representing 45 million Ugandans.” — Juliana Kagwa
The reigning Little Miss Uganda, Makumbi Serena Abigail, heads to Nairobi with a simple goal: “Looking forward to representing Uganda in Africa, reconnecting, making new friends, and telling everyone about Uganda.” And when she brings back the crown to the Pearl of Africa, she will find a nation ready to celebrate her.
Little Miss Uganda is deeply committed to empowering the next generation to unlock their full potential and make meaningful contributions to the advancement of their communities. These queens are proof that when you invest in a child’s confidence, you are not just shaping an individual; you are shaping the future of tourism, of culture, and of Uganda itself.
When a child recounts seeing a gorilla in Bwindi or spotting a lion in Queen Elizabeth, it creates a sense of wonder that a glossy brochure cannot replicate. Uganda is “Big in the Big Seven”: leopards, lions, elephants, buffalo, rhinos, gorillas, and chimpanzees. We are the Primate Capital of the world, boasting over 19 species of primates and 165 freshwater lakes.
The Family Travel Association’s (FTA) 10th annual survey reported that, on average, families spent approximately $8,052 on travel, a 20% increase from 2023. “The fastest- growing segment of global tourism is family travel. When the world sees confident, joyful Ugandan children as ambassadors, it subconsciously sends a message: This is a safe, welcoming, and nurturing destination for families.” —Dr Simplicious Gessa, Head of PR, Uganda Tourism Board.
As the ceremony concluded at the Sheraton, Juliana Kagwa looked at the young ambassadors with a smile. She said she hoped that one of them might return not just with a crown from Africa, but with a vision to lead the tourism sector one day. Through the Little Miss Uganda Kids’ Cultural Quest, they have been nurtured in them a deep appreciation for traditional cultures that make Uganda the Pearl of Africa. Established in 2015, Little Miss Uganda stands as a beacon of excellence and empowerment, transcending the conventional boundaries of beauty pageants. We take immense pride in fostering a vibrant celebration of Uganda’s cultural richness and the extraordinary talents of its youth.