At the Brand Africa Awards held in Kampala, Doreen Katusiime, Permanent Secretary of the Ministry of Tourism, Wildlife, and Antiquities, underscoring Uganda's commitment to preserving its natural heritage.
Speaking at the prestigious event, which celebrated the most admired brands in Uganda, Katusiime highlighted the ministry's role in shaping the future of the continent, fostering socio-economic development through the conservation of Uganda's vast and rich natural resources.
"Uganda is blessed with a diverse and unique natural heritage, ranging from the towering peaks of the Rwenzori Mountains to the sprawling savannahs teeming with wildlife. Our natural resources are not only the bedrock of our tourism industry but also essential to the social and economic growth of our country," Katusiime noted.
"As we celebrate the best of African brands, we are reminded of our collective responsibility to protect and nurture these resources for future generations."
Role of tourism
Tourism, one of Uganda’s leading sectors, contributes significantly to the country's GDP and employment.
Uganda's pristine landscapes, diverse ecosystems, and rich cultural history continue to attract travelers from across the globe.
With renowned conservation areas like Bwindi Impenetrable Forest, home to endangered mountain gorillas, and Murchison Falls National Park, a haven for African wildlife, the country stands out as a beacon of natural wonder.
In her speech, Katusiime emphasized the link between Uganda’s natural heritage and its global brand identity.
She asserted that a well-preserved environment fuels sustainable tourism, a vital source of income for local communities, while also bolstering the country's image on the international stage.
The Brand Africa Awards, based on a comprehensive survey conducted by GeoPoll in collaboration with Kantar, Publics Africa Communications, and Brand Leadership, honored businesses that have captured the admiration and loyalty of Ugandans.
While the event primarily celebrated commercial success, the emphasis on natural heritage intertwined seamlessly with the theme of national identity.
Uganda’s unique biodiversity and cultural treasures serve as the foundation upon which many of its successful brands are built, from locally sourced organic products to eco-tourism ventures.
"These awards remind us that our country is more than just a destination—it is a brand in itself," Katusiime remarked. "When tourists think of Uganda, they think of its natural wonders, its conservation efforts, and its vibrant culture. This is why we must invest in preserving these assets."
Katusiime’s speech also highlighted Uganda’s ongoing efforts to promote conservation and sustainable tourism.
Projects such as community-based tourism initiatives and wildlife protection programs have not only helped safeguard the country’s natural beauty but also provided livelihood opportunities for many Ugandans.
The government’s collaboration with international partners and NGOs has further strengthened these efforts, ensuring the protection of endangered species and critical habitats.
The Permanent Secretary lauded the growing awareness among Ugandans about the importance of environmental preservation, citing it as a key driver for long-term socio-economic development.
"The future of Uganda’s economy is closely tied to how well we manage our natural resources," she said. "Sustainability is not just a concept; it is a necessity for the survival of our ecosystems and the prosperity of our people."
With Uganda's tourism sector increasingly embracing digital innovation and sustainable practices, like the newly launched Explore Uganda App, the country’s global brand is evolving.
New tools like the Explore Uganda app, recently launched by the Uganda Tourism Board, are positioning Uganda as a forward-thinking destination that values both its natural heritage and technological advancement.
These digital platforms not only attract visitors but also provide data that aids in conservation efforts, creating a cycle of growth and preservation.
As Uganda continues to grow its presence on the global stage, the integration of natural heritage into its brand strategy will remain paramount.
Katusiime’s words at the Brand Africa Awards reflect this vision—a future where Uganda’s unique biodiversity is protected and promoted, ensuring that it remains a source of pride for its citizens and a destination of choice for travelers worldwide.
In closing, Katusiime reiterated the ministry’s commitment to "leading Africa by example," blending conservation with development.
Uganda's future, she explained, lies in its ability to harness the power of its natural assets while promoting sustainable growth.
"We have a responsibility not only to ourselves but to the world to safeguard our heritage. By doing so, we secure the future of our nation and its people."
As the Brand Africa Awards showcased the best in business, where NBS emerged as the most admired media house in Uganda, they also offered a timely reminder of the intrinsic link between branding, conservation, and Uganda's ongoing journey towards a more sustainable, prosperous future.