Govt in Campaign to Change Uganda's Image Abroad

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In short
Tumwebaze says government is now developing a special catalogue to be dispatched to all missions abroad. The guide will contain key descriptive facts about Ugandas geography, unique features, delicacies, stability and leisure industry among others.

Lack of adequate knowledge and facts about Uganda, by representatives in missions abroad is denting the country's tourism and investment sector, Information Minister Frank Tumwebaze has said.

Tumwebaze says government is now developing a special catalogue to be dispatched to all missions abroad. The guide will contain key descriptive facts about Uganda's geography, unique features, delicacies, stability and leisure industry among others.

He says that the need for the catalogue was observed during recent events in Washington DC and in Istanbul in Turkey, where Ugandan teams were campaigning for key positions at a global scene.

In the first meeting, Uganda was campaigning for a council seat at the Universal Postal Union - UPU, while in the second; Ugandan Patrick Masambu was campaigning to head the International Telecommunications Satellite Organisation (ITSO). Uganda won in both attempts as a result of what Tumwebaze says was due to great lobbying and negotiation.

He explains that because Uganda's image has been tainted by harmful propaganda, winning the two positions was no mean job.  However, Tumwebaze adds, that this new campaign seeks to change the image and ease such processes for Ugandans in future.

He was addressing journalists at the media centre in Kampala today.
 
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He says a minimum package of information should be given to each Ugandan delegate and heads of ministries traveling abroad to promote tourism and investment.  The information will be in both digital and hard copy form.

Tumwebaze equally appealed to Ugandans not to take Uganda's internal ambiguities and challenges abroad but promote a single narrative covered with attractive branding while seeking international benefits. He says correct messaging is very vital in the development of Uganda.

Shaban Bantariza, the Government Deputy spokesperson observes a need to change the image of a volatile state that Uganda is thought to be. He says having many Ugandans speak for themselves through different embassies, ministries and delegates will help demystify that.

 

About the author

Alex Otto
“Journalism that changes lives is my goal,” Alex Otto has said on more than one occasion. That is his career’s guiding principle. Has been since he was a radio journalist in the northern Ugandan town of Gulu in 2009.

Otto passionately believes his journalism should bring to the fore the voices of the voiceless like the shooting victims of Apaa. Otto tries in his journalism to ask tough questions to those in positions of authority.

Based in the Kampala bureau, Otto is especially interested in covering agriculture, politics, education, human rights, crime, environment and business. He has reported intensively on the post-conflict situation in northern Uganda.

A URN staff member since 2014, Otto previously worked with The Observer Newspaper from 2012 to 2013 and later the Institute for War and Peace Reporting IWPR based in Gulu.

He was the URN Gulu bureau chief 2014-2016.