In a bid to boost Uganda’s investment and tourism sector, government officials have called upon media professionals to highlight the country’s positive attributes rather than focusing on the negative sentiments.
This call was made during a recent meeting hosted by Col. Edith Nakalema, the head of the State House Investors Protection Unit (SHIPU) at the unit’s offices in Kampala.
Nakalema emphasised the vital role that government communicators play in shaping Uganda’s economic prospects.
She urged media professionals to focus on reassuring investors and tourists about Uganda’s economic stability and growth opportunities.
“You are key in fostering investor confidence and national development,” she stated, underscoring the necessity of maintaining a positive tone in communications. You need to ensure that your communication influences public opinion about our country and its economic growth. Investor confidence in our economy is of paramount importance, and we all have a role to play in promoting our country,” she said.
She noted that effective communication is crucial for investors to identify viable opportunities and for boosting overall investor confidence.
“We must make it easier for investors to see the potential in our economy through communication that targets investment and tourism,” she said.
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.
“We must communicate in a way that attracts investment, tourism, and fosters economic growth.We are all Ugandans, and we love our country. It is our collective duty to portray Uganda as the Pearl of Africa.”
Dr Aminah Zawedde, Permanent Secretary at the Ministry of ICT and National Guidance, emphasised 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 said.
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 questioned the motivations behind the media’s content, urging journalists to consider the impact of their work on the country’s image.
“When you publish biased stories on the front pages of your newspapers, you are burning your home,” he warned, urging journalists to support and protect Uganda’s interests through their reporting.
Kin Kariisa, the chief executive officer of Next Media Services, emphasised the importance of mutual training between journalists and government officers.
“While we train our journalists on how to deal with riots, it is equally important to train our officers on how to deal with the media,” he said.
He stressed the necessity of addressing internal perceptions, asserting that once Ugandans have a positive outlook, it will be easier for the country to gain international recognition.
Amos Wekesa, the founder of Great Lakes Safaris encouraged Ugandans to share positive images of the country.
“Every day that you don’t have anything to post, look for a beautiful picture of Uganda and share it,” he said.
He pointed out that tourism is a vital sector and that promoting positive aspects can attract more visitors.
“When a tourist comes here, they don’t come to see negative aspects, they come to experience our country’s beauty,” Wekesa added.
