In a concerted effort to enhance Uganda’s profile as a prime destination for investment and tourism, government officials have called on media professionals to spotlight the country’s positive attributes. This appeal was made during a meeting hosted by Colonel Edith Nakalema, head of the State House Investors Protection Unit (SHIPU), at the unit’s offices in Kampala on Friday, July 5, 2024. The meeting brought together various government communication officers and members of the media fraternity.
Col. Nakalema emphasized the crucial role that government communicators and media professionals play in shaping Uganda’s economic prospects. She urged the media to reassure investors and tourists about Uganda’s economic stability and growth opportunities. “You are key in fostering investor confidence and national development,” she stated, highlighting the necessity of maintaining a positive tone in communications.
Uganda is recognized for its immense potential as a tourism and investment destination. Known as the “Pearl of Africa,” Uganda offers diverse wildlife, breathtaking landscapes, and a rich cultural heritage that attract tourists from around the globe. Additionally, the country has been making strides in improving its business environment, aiming to attract more Foreign Direct Investment (FDI). In 2023, Uganda received approximately $1.3 billion in FDI, reflecting a steady growth trend driven by improvements in infrastructure, regulatory reforms, and strategic initiatives aimed at enhancing the investment climate.
FDI has a significant impact on Uganda’s economy, contributing to job creation, technology transfer, and increased productivity. The government’s focus on sectors such as agriculture, manufacturing, and services has opened up numerous opportunities for investors. Effective communication of these opportunities is essential to attracting more investment and boosting economic growth.
Prof. Pamela Mbabazi, chair of the National Planning Authority, encouraged communicators to contribute insights on enhancing Uganda’s appeal to investors and tourists. “We are on a journey to double our digital growth and attract more investment and tourism,” she said. Prof. Mbabazi stressed the importance of portraying Uganda as an attractive destination for both tourists and investors, noting that it is a collective duty to present the country in a positive light.
Dr. Aminah Zawedde, Permanent Secretary at the Ministry of ICT and National Guidance, emphasized the role of transparency and accountability in building trust among investors. “Good communication is critical for attracting businesses and promoting our country’s image. Transparency and accountability are cornerstones of building trust with investors. We must be patriotic and work to win over those interested in investing in our country,” she stated.
MMercy Kainobwisho, the Registrar General of the Uganda Registration Services Bureau (URSB), pointed out the need for self-promotion to counter negative perceptions. “Uganda has a lot to offer and we need to highlight our strengths,” she said, advocating for a balanced narrative that includes the country’s achievements.
Brig. Felix Kulayigye, the Director of Defence Public Information, highlighted the need for a national service program to foster a patriotic mindset among Ugandans. He underscored the importance of instilling national pride and questioned the motivations behind the media’s content, urging journalists to consider the impact of their work on the country’s image.
Kin Kariisa, the Chief Executive Officer of Next Media Services, emphasized the importance of mutual training between journalists and government officers. He highlighted the need for Ugandans to promote their country positively, stating that addressing internal perceptions is crucial for gaining international recognition.
Brindusa Negrea, the Chief Operating Officer of the World Business Journal, highlighted Uganda’s potential on the international outlook, emphasising that the small reports about Uganda can shape international perceptions and urged Ugandans to protect the truth and integrity of their government.
Amos Wekesa, the founder of Great Lakes Safaris and Uganda Lodges Limited, praised Uganda’s unique beauty and encouraged Ugandans to share positive images of the country. He pointed out that tourism is a vital sector and promoting positive aspects can attract more visitors.
“By focusing on positive stories, we can enhance investor confidence and drive economic growth,” he concluded.
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