By Julius Mugaga Tukacungurwa, Umoja Standard.
Buziga, Kampala: Princess Ruth Komuntale of Tooro Kingdom has been appointed Uganda’s official Tourism Ambassador to the United States, a move aimed at enhancing the country’s visibility in North America.
The announcement was made at the King’s Palace in Buziga, Kampala, during a ceremony attended by Tooro Kingdom officials, Uganda Tourism Board executives, private sector stakeholders, and other dignitaries.
Princess Komuntale, who resides in Texas, expressed enthusiasm about collaborating with the Uganda Tourism Board to develop cultural tourism packages that highlight the landscapes, cuisine, music, and traditions of Tooro Kingdom.
“In her new role, Princess Komuntale will leverage her international presence to promote Uganda’s tourism offerings, focusing on cultural tourism and heritage experiences,” the statement read.
The appointment is part of a broader strategy to position Uganda as the “Pearl of Africa” and strengthen its brand in key international markets.
UTB Chief Executive Officer, Juliana Kagwa, said engaging cultural icons and Ugandans in the diaspora is crucial in marketing Uganda’s tourism potential globally.
The collaboration between UTB and Tooro Kingdom is formalized through a Memorandum of Understanding that focuses on promoting cultural tourism, with an emphasis on signature events like the Empango celebrations.
UTB Board Vice Chairperson, Ron Kawamara, said this partnership reflects UTB’s vision of marketing Uganda through authentic cultural experiences.
Tourism is a significant contributor to Uganda’s economy, accounting for approximately 7.7% of the Gross Domestic Product. With strategic initiatives aimed at diversification, conservation, and increased private sector participation, the sector is projected to generate up to $50 billion by 2040.
Princess Komuntale’s appointment marks a significant step in UTB’s efforts to engage the Ugandan diaspora and cultural ambassadors in promoting the country’s rich heritage and diverse tourism offerings on the global stage.
The Empango celebrations, marking the 30th coronation anniversary of King Oyo Nyimba Kabamba Iguru Rukidi IV, will take place from September 10 to 13, 2025, at the Karuzika Palace in Fort Portal, featuring a blend of cultural showcases, music, and community spirit.
