By Ritah Atukwatse,
KAMPALA
Uganda’s beauty, rich culture, and vibrant spirit are making their way to global screens, thanks to the passionate work of local filmmakers and media personalities. At a recent tourism and film convention, key voices in the Ugandan creative and tourism industries shared how film is not only entertaining but also transforming Uganda’s international image and boosting tourism.
Malaika Tenshi, a celebrated media personality and award-winning actress and producer, has become a powerful voice in this movement. Known for her engaging presence on both radio and television, she uses her platform to showcase Uganda in a positive light. “Uganda is a beautiful country,” she asserts, emphasizing how films serve as visual invitations to the world, allowing viewers to experience Uganda’s landscapes, people, and stories. Her productions do more than entertain. They promote Uganda internationally, drawing tourists eager to see the wonders shown on screen.
During a panel discussion on Culture and Cinema, Paul Mugabo, Brand Officer at the Uganda Convention Bureau under the Uganda Tourism Board, highlighted how film-driven events play a vital role in strengthening Uganda’s social fabric.
“Initiatives like familiarity trips and the Tourism Festival to Africa are more than just entertainment,” said Mugabo. “They provide jobs, foster collaboration, and generate interest in Uganda as a tourist destination.”
He underscored the broader impact of these events, on boosting tourism and transformation, calling for involving professionals and other key players within the film industry on board.
Although experts acknowledge the vital role of the film industry in promoting tourism and driving transformation, challenges still remain. Mathew Nabwiso, an actor and producer, voiced concern over the difficulty of securing funding for films in Uganda, especially when filming in national parks.
“The government is over charging us instead of supporting us,” he said, expressing frustration that filmmakers face while promoting the country.
Despite Ugandans’ appetite for entertainment, Nabwiso stated that the creative industry faces financial barriers. He urged the government and private sector foundation Uganda (PSFU) to engage the key players in the industry, noting the industry’s roles in advertising and marketing Uganda’s tourism as well as influencing social change.
“It is important that we are brought to the table to discuss how better we can help improve or work with the different industries […] So, please rethink, bring us to the table, let’s discuss these things, and I know together we can do a lot,” he said.
On the other hand, Molly Nakamya, Head of Production at Kampala Music School highlighted the influence of institutions like Makerere University and Kampala Film School in nurturing the next generation of filmmakers. According to Nakamya, film schools guide content creators and filmmakers on how best they can showcase Uganda’s tourism resources among others.
However, she also acknowledged a cultural hurdle, many parents are reluctant to let their children pursue careers in film, fearing it lacks stability or respectability.
“Overcoming these stereotypes is crucial for building a sustainable industry,”
She encouraged parents to support their children in pursuing film education, stating that it offers valuable skills and career opportunities.
The panel recognized that film is more than art, and it’s a powerful tool for national branding, tourism promotion, and social change.
