Ms Diana Kyaremera Museveni, a tourism entrepreneur and first daughter, made a passionate appeal to Ugandans in the diaspora to act as tourism ambassadors for Destination Uganda and invest in the country’s thriving tourism sector. Speaking at the homecoming finale dinner for the “62 Since 62” tourism campaign at Speke Resort Munyonyo on October 10th, 2024, she emphasized the crucial role diaspora Ugandans can play in promoting Uganda’s tourism potential globally.
The “62 Since 62” campaign, which celebrates 62 years of Uganda’s independence, is a collaborative project involving young Ugandans based in the United Kingdom and Uganda-based creatives. The campaign aims to showcase the country’s diverse attractions through multimedia formats, documenting the experiences of prominent creatives and entrepreneurs as they explore key tourism destinations in Uganda.
Kyaremera, proprietor of AGE Safaris Ltd and patron of the Chimpanzee Sanctuary & Wildlife Conservation Trust (CSWCT), urged diaspora Ugandans to seize the opportunity to market Uganda’s unique attractions. “You have witnessed firsthand the untapped potential this country offers. Upon your return, you are our tourism ambassadors. Spread the word and work together to transform Uganda’s tourism industry,” she told the guests.
Highlighting Uganda’s natural beauty, including its wildlife and breathtaking landscapes, Kyaremera referenced Winston Churchill’s description of Uganda as the “Pearl of Africa.” She stressed that while the country has been blessed by nature, its full tourism potential remains largely untapped. “Our goal is to increase tourist arrivals to 5 million over the next 10 years. Achieving this requires combined efforts from the government, private sector, and Ugandans in the diaspora,” she added.
Kyaremera also acknowledged the significant economic contributions made by Ugandans living abroad, whose annual remittances amount to USD 1.2 billion. Of this, USD 300 million comes from the UK, USD 177 million from the USA, and USD 650 million from the Middle East.
She expressed gratitude for their continuous support, urging them to further contribute to Uganda’s development by investing in the tourism sector.
The dinner, attended by key figures including Hon. Phiona Nyamutoro, Minister of State for Energy and Mineral Development, and officials from Uganda’s tourism bodies, underlined the government’s commitment to rebuilding the tourism sector post-pandemic. In 2023, Uganda welcomed 1.5 million tourists, earning USD 1 billion, but Kyaremera emphasized that the industry has greater growth potential.
Samuel John Mwandha, Executive Director of the Uganda Wildlife Authority (UWA), echoed Kyaremera’s sentiments, highlighting vast investment opportunities in areas such as food, accommodation, tour operations, and wildlife conservation. He encouraged Ugandans in the diaspora to explore partnerships with UWA to create more wildlife conservation and education centres across the country.
The homecoming dinner marked the successful conclusion of the “62 Since 62” campaign, which was jointly funded by the Government of Uganda, the State House, the Ugandan High Commission to the UK, and various tourism authorities. Coordinated by Lucy Bunyenyezi-Mulira and UK-based entrepreneur Abdulhakka Sentamu, the initiative aims to boost awareness of Uganda’s tourism potential in key source markets, particularly the UK, Uganda’s third-largest source market for international tourists.
Muhereza Kyamutetera, CEO of the Uganda Tourism Association (UTA), praised the initiative, calling it a vital tool for raising awareness about Uganda’s unique tourism experiences. “Uganda is a destination like no other, and we must use every resource at our disposal to ensure the world knows about the Pearl of Africa,” Kyamutetera remarked.
With Uganda’s tourism industry rebounding strongly post-COVID-19, the combined efforts of diaspora Ugandans, the private sector, and government stakeholders are critical in propelling the country towards achieving its tourism goals. As Kyaremera emphasized, the time is now for Ugandans abroad to rally behind their homeland and invest in the future of Uganda’s tourism industry.
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