The Government of Uganda has recently intensified efforts to strengthen the role of its missions abroad, aiming to promote and safeguard the country’s interests in pursuit of inclusive, equitable, and sustainable growth. In the FY 2024/25, the government allocated 55 billion shillings to embassies and missions, supporting efforts to position Uganda as a top tourism destination. Tonight, we bring you the story of Ambassador Paul Mukumbya, the Consul General at Uganda’s Consulate in Mombasa. He is spearheading efforts to market Uganda as a destination of choice, collaborating with hundreds of tour operators in both Uganda and Kenya.
Uganda’s Tourism Diplomacy
Uganda’s foreign missions are being tasked not only with diplomatic responsibilities but also with promoting tourism, trade, and investment. This is part of a broader strategy to leverage soft power and build global visibility for the country’s economic and cultural assets.
Strategic Investment in Foreign Missions
The UGX 55 billion allocation for missions abroad is expected to drive economic diplomacy, particularly in key sectors such as tourism. The funding will enable embassies to participate in international expos, host cultural events, and engage with travel influencers to boost Uganda’s profile.
Ambassador Mukumbya’s Tourism Campaign
Ambassador Mukumbya is working closely with hundreds of tour operators, hospitality players, and airlines to highlight Uganda’s rich offerings, from national parks and gorilla trekking to cultural heritage sites. His efforts are already yielding increased interest among Kenyan travelers and international tourists transiting through Kenya.
Cross-Border Tourism Partnerships
The ambassador emphasizes the importance of regional collaboration in promoting East Africa as a unified tourism circuit. By partnering with Kenyan tour firms, Uganda can tap into new market segments and develop joint travel packages that enhance competitiveness.
Looking Ahead
With continued investment and leadership from envoys like Ambassador Mukumbya, Uganda’s global tourism appeal is expected to rise significantly. The long-term goal is to position Uganda as a must-visit destination in Africa, contributing to economic diversification and sustainable development.
