By Brian Mugenyi
As Uganda prepares to host the inaugural Miss Tourism East Africa pageant later this year, organisers are calling on Ugandans to rally behind what they describe as one of the region’s biggest tourism and cultural showcases.
The competition, scheduled to run from September 5 to September 19, 2026, will bring together contestants from Uganda, Kenya, Tanzania, Rwanda, Burundi, the Democratic Republic of Congo, South Sudan and Somalia in a celebration of East Africa’s tourism, culture and shared heritage.
Leading the preparations is Miss Tourism East Africa Chief Executive Officer Allan Kanyike Bweete, who believes the event presents Uganda with a rare opportunity to strengthen its position as one of Africa’s leading tourism destinations.
“This is much bigger than a beauty pageant,” Kanyike said.
“It is a platform to market East Africa as one destination, promote our cultures, create business opportunities and inspire young people to become ambassadors of tourism.”
Kanyike also praised the Ministry of Tourism, Wildlife and Antiquities and the Uganda Wildlife Education Centre (UWEC) for supporting preparations and working closely with organisers to ensure the event showcases Uganda at its best.
Throughout the two-week programme, contestants will take part in activities designed to introduce them to Uganda’s tourism attractions and cultural diversity. These include a Kampala city tour, visits to tourism sites, cultural exchange programmes, embassy visits, media engagements, official photo shoots and conservation experiences at UWEC.
Organisers say the goal is to ensure every participant returns home with first-hand knowledge of Uganda and the wider East African region, enabling them to promote the destination long after the competition ends.
Promoting Tourism Beyond the Crown
Unlike traditional beauty contests, Miss Tourism East Africa places strong emphasis on conservation, cultural preservation, youth empowerment and sustainable tourism.
Contestants are expected to champion initiatives that protect natural resources while promoting responsible travel across the region.
Miss Tourism East Africa Director Halima Namakula said the pageant seeks to redefine how the world sees East Africa.
“Our vision is to celebrate the beauty, culture and diversity of East Africa while positioning the region as a world-class tourism destination. Every contestant becomes an ambassador for our shared heritage,” she said.
Uganda Takes Centre Stage
Hosting the inaugural edition places Uganda firmly at the heart of regional tourism promotion.
Often referred to as the Pearl of Africa, Uganda is home to mountain gorillas, the Source of the Nile, diverse wildlife, vibrant cultural kingdoms and breathtaking landscapes that continue to attract visitors from around the world.
Industry players believe the event will also provide a boost to hotels, tour operators, transport companies, restaurants, designers, photographers, artisans and other businesses that benefit from tourism.
The pageant is expected to draw visitors, media attention and tourism stakeholders from across East Africa, creating fresh opportunities for investment and regional partnerships.
Strengthening Regional Integration
Organisers say the event is also intended to deepen cooperation among East African nations by using tourism and culture as tools for regional integration.
Rather than promoting individual countries in isolation, the pageant encourages travellers to experience East Africa as a connected destination, where visitors can easily explore multiple countries on a single trip.
Each participating nation will showcase its unique attractions—from Kenya’s wildlife and Tanzania’s Serengeti and Mount Kilimanjaro to Rwanda’s conservation achievements, Burundi’s cultural traditions, South Sudan’s rich communities, the Democratic Republic of Congo’s biodiversity and Somalia’s historic coastline.
For Uganda, hosting the competition offers another opportunity to demonstrate its capacity to stage major regional events while highlighting its exceptional tourism assets.
As anticipation builds towards the grand finale at Kampala Marriott Hotel, Kanyike says success will be measured by far more than crowning a winner.
“Our greatest achievement will be seeing more people discover East Africa, visit our countries and appreciate the incredible cultures and attractions that make this region unique. If this pageant inspires more tourists to choose East Africa, then we will have achieved our mission.”
With tourism remaining one of the region’s fastest-growing economic sectors, organisers believe Miss Tourism East Africa could become an annual platform that strengthens regional cooperation while unlocking new opportunities for businesses and communities across East Africa.
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