A section of tour guides operating in Karamoja, Nakasongola, and Murchison Falls National Park have praised the efforts of Uganda’s Embassy in Rome, saying its tourism promotion campaigns have contributed to a growing number of visitors from Italy, France, and the United States.
The guides say that over the past two years, they have witnessed an increase in foreign tourists, particularly from Europe and North America, visiting some of Uganda’s leading tourist destinations, including Kidepo Valley National Park and Murchison Falls National Park.
According to the guides, the increase in visitor numbers can partly be attributed to the marketing efforts undertaken by Uganda’s diplomatic mission in Rome under the leadership of Ambassador Elizabeth Napeyok.
Ronald Kwikirisa, a tour guide based in Nakasongola, said tourism operators have been receiving more visitors from Italy, France, and the United States who are interested in experiencing Uganda’s unique wildlife.
“We have welcomed many tourists who come to see lions, cheetahs, elephants, and the greater kudu. There has been notable interest from visitors originating from countries where Uganda’s tourism products have been actively promoted,” Kwikirisa said.
The remarks by tour operators come amid recent media reports that questioned the effectiveness of Uganda’s Mission in Rome in marketing the country’s tourism sector.
Last week, some media outlets carried allegations suggesting that the embassy had not done enough to promote Uganda as a tourism destination. The reports further claimed that Ambassador Napeyok had frustrated efforts aimed at marketing the country’s tourism potential.
However, information gathered from various sources indicates that the disagreements may stem from internal concerns over the use of mission resources and procedures rather than a lack of tourism promotion activities.
Efforts to obtain a comment from Ambassador Napeyok regarding the allegations and the embassy’s tourism initiatives were unsuccessful, as her known telephone contacts were unavailable by press time.
Nevertheless, reports from several media organizations indicate that Uganda’s Embassy in Rome has undertaken a number of promotional activities aimed at increasing awareness of Uganda’s tourism attractions among European audiences.
Among the initiatives highlighted was a multi-city transit advertising campaign launched in Italy, featuring Uganda’s iconic wildlife, including mountain gorillas and the crested crane, displayed on public buses. The campaign was designed to showcase Uganda’s rich biodiversity and encourage travel to the Pearl of Africa.
Earlier this year, media reports also indicated that the embassy’s promotional campaigns had reached an estimated audience of more than 10 million people across various Italian cities.
Tourism stakeholders say such initiatives play an important role in positioning Uganda as a competitive destination in the international tourism market and could contribute to increased visitor arrivals, foreign exchange earnings, and employment opportunities in communities that depend on the tourism industry.
As Uganda continues to recover and expand its tourism sector, industry players have called for greater collaboration between government agencies, diplomatic missions, and private tourism operators to sustain the country’s visibility in key international markets.
