In a bid to boost Uganda’s investment and tourism sector, government officials are calling on media professionals to highlight the country’s positive attributes rather than focusing on the negative sentiments.
This call was made at a meeting hosted by Col. Edith Nakalema, the head of the State House Investors Protection Unit (SHIPU) at the unit’s offices in Kampala.
In attendance were various government communication officers and members of the media fraternity.
During her opening remarks, Col. Nakalema emphasised the vital role that government communicators play in shaping Uganda’s economic prospects.
She urged media professionals to focus on reassuring investors and tourists about Uganda’s economic stability and growth opportunities.
“You are key in fostering investor confidence and national development,” she stated, underscoring the necessity of maintaining a positive tone in communications.
The SHIPU head added: “You need to ensure that your communication influences public opinion about our country and its economic growth. Investor confidence in our economy is of paramount importance, and we all have a role to play in promoting our country.”
Col. Nakalema further stressed the importance of disseminating accurate and relevant information about government priorities.
She noted that effective communication is crucial for investors to identify viable opportunities and for boosting overall investor confidence.
Prof. Pamela Mbabazi, chair of the National Planning Authority, encouraged communicators to contribute insights on enhancing Uganda’s appeal to investors and tourists.
“We are on a journey to double our digital growth and attract more investment and tourism,” she said.
“We must communicate in a way that attracts investment, tourism, and fosters economic growth.We are all Ugandans, and we love our country. It is our collective duty to portray Uganda as the Pearl of Africa.”
Dr. Aminah Zawedde, Permanent Secretary at the Ministry of ICT and National Guidance emphasised the role of transparency and accountability in building trust among investors.
“Good communication is critical for attracting businesses and promoting our country’s image. Transparency and accountability are cornerstones of building trust with investors. We must be patriotic and work to win over those interested in investing in our country,” she stated.
Brig. Felix Kulayigye, the Director of Defence Public Information highlighted the need for a national service program to foster a patriotic mindset among Ugandans.
“We are Ugandans at mouth not at heart,” he stated, underscoring the importance of instilling national pride.
Brig. Kulayigye highlighted the critical role of communication as a powerful instrument, pointing out that the government has not invested enough in this area.
He questioned the motivations behind the media’s content, urging journalists to consider the impact of their work on the country’s image.
“What are you speaking or writing for? Who are you doing it for? What is your motive?” he asked.
Brig. Kulayigye called for media fairness in favour of Uganda, arguing that promoting negative stories harms the nation’s reputation.
This meeting was also attended by Ms. Doreen Katusiime, Permanent Secretary of the Ministry of Tourism, Wildlife & Antiquities, and Mr. Don Wanyama, the Chief Executive Officer of Vision Group, Ms. Marcella Karekye, the Special Presidential Assistant in-charge of Communications and Director of Government Citizen Interaction Centre (GCIC), among others.
