Uganda should boldly position itself as the global home of the iconic Ankole long-horned cow by integrating the breed into national tourism branding and storytelling, tourism entrepreneur Amos Wekesa has said, arguing that cultural assets can play a central role in boosting the country’s international profile.
Speaking during the Ankole Cattle Heritage and Business Dinner held on Wednesday at Sheraton Hotel Kampala under the theme, “Making Our Heritage a Global Brand”, Wekesa called for a coordinated national effort to elevate the Ankole cow as a symbol of Uganda’s cultural identity and tourism potential.
“The Ankole cow cannot exist in isolation from Uganda’s wider tourism offering. We must all come together to push the Brand Uganda agenda and undertake a comprehensive assessment of our national tourism assets. It’s time to confidently tell the world that Uganda is the home of the Ankole cow. We were once shy about owning the Nile,” Wekesa said.
He emphasized that branding the Ankole cow should go hand in hand with strengthening Uganda’s overall tourism narrative, noting that cultural heritage must be deliberately packaged and communicated to global audiences.
Highlighting the breed’s numerical and symbolic significance, Wekesa pointed out that Ankole cattle are more numerous than some of Uganda’s most celebrated wildlife species.
“One thing for us to appreciate is that there are more Ankole cows than mountain gorillas. The key thing is that the Ankole cow cannot exist in a vacuum. We need to push Brand Uganda and also push the Ankole cow. That cow is not enough without a proper storyteller of the Ankole cow,” he said.
Wekesa argued that effective storytelling is critical to transforming indigenous assets into globally recognised brands, noting that tourism thrives on narratives that connect culture, people and place.
His remarks underscored the growing recognition of cultural heritage as an economic driver, with stakeholders increasingly viewing indigenous assets as complementary to wildlife tourism in attracting visitors and investment.
The Ankole Cattle Heritage and Business Dinner brought together players from the tourism, agriculture and cultural sectors to explore strategies for turning traditional Ugandan assets into internationally competitive brands, while ensuring preservation and long-term value for local communities.