In a bid to promote the Country’s tourism destinations to local travelers, tourism officials and the government in Uganda are turning to local musicians with the hope that the artistes can use their platforms and influence to boost recovery in the tourism industry.
Apart from promoting the country through music, the authorities want the musicians themselves to start visiting particular destinations and film music videos there, a move aimed at reviving the sector that has been destabilized by the covid19 pandemic.
According to Doreen Katusiime, the Permanent Secretary in the ministry of Tourism, music was one of the biggest drivers of global tourism before Covid-19, and so they could not overlook it as a powerful marketing tool.
She Adds that, apart from the songs, music festivals in the country will start being given higher precedence because of the numbers they attract.
For instance, Uganda’s biggest music festival, Nyege Nyege, attracts thousands of revelers from around the world each year. Another is the Bayimba Cultural Festival.
“The impact of these music events on the local economy is massive and largely inclusive. The prospects extend to all the stakeholders in the music value chain including; the media, food and beverage, accommodation, clothes, transport, security and so many other micro jobs feeding into these events,” Katusiime says.
This is not the first attempt at working with local artists as during its domestic tourism campaign that kicked off last year, Uganda signed BET award winner Eddy Kenzo, who has a huge online following, as a tourism ambassador together with several other local socialites including Zarina Tlale and Fabiola.
According to Uganda’s State Minister for Tourism, Wildlife and Antiquities Godfrey Kiwanda, talks with musicians and deejays are ongoing to come up with more ideas that entertainers can use to promote tourism through the Uganda Musician Association (UMA).
“We would like to work with the creative arts industry — the musicians and the deejays, to incorporate their works in domestic, regional and international tourism,” Kiwanda is quoted, adding: “Uganda is our country and therefore, marketing it is a collective responsibility and the best way to do this, is as a team, because when Uganda grows, we all grow.”
The head of marketing at the Uganda Tourism Board, Mugabi Claire also said that the board will, from now on, put considerable prominence on the creative arts industry in packaging the country’s pristine eco-systems, scenic physical features, water bodies, plus variety of flora and fauna species.
“The music industry has big voices, big brands with millions of followers domestically, regional and internationally,” she said.
Pearl of Africa Star Search
In the same spirit of turning to local musicians to promote the Country’s tourism destinations to local travelers, Pearl of Africa Star Search, a new campaign designed to promote Uganda’s musical talent and domestic travel was launched recently.
The show will give aspiring musicians a platform to showcase their talent to viewers at home and ultimately stand a chance to win a grand prize worth Shillings 60,000,000 and a recording deal from Talent Africa Group among other things.
This Uganda Tourism Board (UTB) sponsored platform gives young talented Ugandans a chance to become Uganda’s next big star and tourism ambassador!
“We are excited to receive auditions from all parts of the country; Central, East, West and North as we continue the search for the ultimate music star and next tourism ambassador” – Aly Allibhai from Talent Africa Group.
