Media and Its Role in Shaping Uganda's Image Amidst Tourism Challenges

Kin Kariisa

As the Group CEO of Next Media, my journey in the world of media has been informed by a profound connection to our nation's diverse landscapes, vibrant culture, and the potential we hold as a tourist destination.

The recent heartbreaking occurrence in Queen Elizabeth National Park, where a couple on their honeymoon and their guide fell victim to a "cowardly terrorist attack," shook me to my core.

I address the media's role in shaping Uganda's image with a deep sense of responsibility, emphasizing the importance of conveying a genuine yet compassionate message.

In 2020, our tourism earnings plummeted by 73% to a mere $0.5 billion from a thriving $1.5 billion in 2019 due to the devastating grip of COVID-19. But the phoenix of hope has risen from these ashes.

Civil Aviation Authority reported a remarkable recovery in the aviation sector.

In June 2023, Entebbe International Airport recorded 80,750 arriving and 80,165 departing passengers, a total of 160,915 international passengers, and an average of 5,363 passengers per day, the highest figure recorded since 2019 showing that Uganda is on course to register figures exceeding 1.8 million passengers in 2019.

Tourism has become a lifeline for our economy. Initiatives to attract more visitors and operators to our airspace have been pivotal.

How do we, as media, balance the responsibility of reporting such tragic events while preserving our nation's reputation and safeguarding the economy that relies on tourism? This is where our commitment to responsible journalism comes into play.

The media has the power to paint a vivid picture of Uganda, not only by narrating the stories of heartache but also by spotlighting the beauty, resilience, and potential that our nation embodies.

It is our duty to find the right balance, report facts, and condemn such incidents, while simultaneously shining a light on the authorities' dedicated efforts to bring those responsible to justice.

The police, too, has a vital role in this narrative. A swift and transparent response to such events is essential. Public safety is not negotiable, and we, as media, should highlight their unwavering commitment to ensuring just that.

By showcasing effective law enforcement and a dedication to upholding the rule of law, we can help restore confidence in Uganda as a safe and welcoming destination for tourists.

Let's take a moment to reflect on our journeys.

Many of us, myself included, have traveled the length and breadth of our beautiful country. We have been enchanted by the landscapes, the friendliness of our people, and the unique experiences Uganda offers. Those unforgettable memories are what we need to project to the world.

My fellow media professionals, let's hold up a mirror to our industry and ourselves. Let's pledge to report with empathy and responsibility.

Our words and images have profound consequences, not only on the lives of those affected by tragedy but our entire nation's well-being.

I urge us all to embrace our responsibility to shape perception and influence change. Let's tell the world the remarkable story of Uganda - a land of breathtaking landscapes, a rich tapestry of cultures, and a warm, welcoming embrace that can't be matched.

Through our collective efforts, we can protect our economy, attract tourists, and ensure that the world falls in love with the Pearl of Africa all over again

October 27, 2023