Uganda’s culture and people remain the country’s most underused assets, despite their strong potential to boost tourism and national development, according to Dr Celestine Katongole.
Dr Katongole argues that Uganda’s future success, especially in tourism, depends less on infrastructure alone and more on mindset. He believes the country must build a strong culture of responsibility, where every citizen understands their role in shaping Uganda’s image to visitors.
From airport officials and hotel staff to taxi drivers and boda boda riders, Dr Katongole says everyone plays a part in creating a visitor’s experience. A friendly welcome, honesty, professionalism, and pride in one’s work can leave a lasting impression that no marketing campaign can replace.
He notes that Uganda is naturally gifted with warm people, rich traditions, diverse cultures, and unique stories, yet these strengths are often overlooked or poorly coordinated. Instead of fully embracing these advantages, the country sometimes focuses too narrowly on physical attractions while ignoring human interaction, which is often what visitors remember most.
Dr Katongole also stresses the importance of doing every task with care and commitment, as if it were the last opportunity to do it well. This attitude, he says, builds excellence and trust, which are critical for tourism and national growth.
He calls on both government and the private sector to invest more in civic education, customer care training, and national values that promote responsibility, respect, and pride in Uganda’s identity. When citizens see themselves as ambassadors of their country, tourism can grow naturally and sustainably.
In his view, Uganda does not lack attractions or potential. What it needs most is a shared sense of purpose, where culture and people are placed at the center of development. If properly harnessed, these strengths could transform Uganda into one of Africa’s most memorable and competitive destinations.
