Uganda took centre-stage at the Global Harmony Festival (Riyadh Season) 2025 on December 9th at Al Suwaidi Park in Riyadh, Saudi Arabia, marking the country’s debut at the annual cultural and entertainment celebration.
Uganda is also the first sub-Saharan African nation to participate in the festival.
The Riyadh Season, organised by the Saudi Ministry of Media and Entertainment, runs from November to February each year and celebrates cultural diversity, tourism, and entertainment.
Al Suwaidi Park was dedicated to “Countries of the World,” with each week spotlighting a different nation’s culture, music, cuisine, and commerce.
Uganda’s participation, designated as Uganda Days on December 9 and 10, featured a 25-artist lineup supported by Saudi Arabia’s General Entertainment Authority.
The Crane Performers, a Ugandan dance troupe, energized the crowd with infectious “kadodi” drumbeats, performing a traditional dance medley that drew large crowds of excited Saudi revelers.
“Events like these not only promote cultural exchange but also strengthen global ties and open new doors for tourism, investment, and international collaboration,” Ms Margaret Kafeero, head of Public Diplomacy at the Ministry of Foreign Affairs, said.
At the Ugandan coffee stall, the Ambassador of Uganda to Saudi Arabia, Isaac Biruma Sebulime, highlighted the strategic approach of combining cultural showcases with commercial retail, food tasting, and diaspora engagement.
“Participating Artistes like A-Pass, Vinka, Navio, DJs like Bryan, and personalities like Sheila Gashumba have export value recognised even outside Uganda," he said.
"We are here displaying our coffee, safari tourism, music, cuisine, crafts, and investment opportunities alongside them to millions of Saudi residents and international visitors."
Amb Sebulime added that blending culture, cuisine, commerce, and B2B engagement maximizes both visibility and commercial outcomes, noting that Saudi Vision 2030 positions Riyadh Season as a flagship platform for soft power and economic diversification.
“Uganda’s participation represents East Africa’s entry point into Saudi Arabia’s cultural and entertainment economy,” he said, emphasizing alignment with Uganda’s NDP IV pillars on Tourism Development, Export Promotion, Agro-Industrialisation, Creative Economy, and Private Sector Growth.
Ugandan coffee, crafts, and traditional games like Omweso drew interest from international visitors, further cementing the country’s presence as a cultural and tourism destination in the Middle East.
