Explore Busoga: How to move beyond just potential

Explore Busoga: How to Move Beyond Just Potential!

The Explore Busoga Tourism promotional Campaign is on and has cast the limelight on Busoga region and it’s massive tourism assets. The Campaign dubbed Explore Busoga is an innovation spearheaded by Uganda’s Ministry of Tourism and the Uganda Tourism Board alongside the Busoga Kingdom and private sector players. The campaign is aimed at showcasing Busoga’s rich Tourism Potential through the various tourism sites and attractions in Busoga region and the overall expectation is encourage potential tourists both domestic, regional and international to add Busoga to their bucket list and eventually visit the region.

Effective Tourism Marketing and Promotion must however be consistent and well coordinated to attain significant results and the desired objectives. The Ministry of Tourism and Uganda Tourism Board have the mandate to promote Uganda in totality and will definitely be moving to another region for example “Explore Karamoja  thereafter. The Big Question however is , How prepared is Busoga to carry on the mantle of Marketing the Destination  after this massive boost and share of publicity?

In this article , I share a few insights as regards to what needs to be done by the Busoga Leaders and Tourism Authorities to drive the  region’s Tourism just beyond Potential into a Reality that will encourage more investment in the region, more influx of tourists and uplifting livelihoods among the inhabitants of Busoga.

1. Establishment of a Body Corporate in Charge of Busoga Tourism

The Busoga Kingdom Ministry has done its fair share to promote the region’s tourism and we must applaud them for doing a good job amidst the challenges they face like limited funding, Red-tape within the kingdom structures, capacity gaps among others.

Tourism & Travel is a specialized industry and a business that is raking in trillions of Dollars globally and pumping in excess of Ugx. 5 Trillion into Uganda’s economy. Thus is the value of this sector and must be given due attention and attention  it deserves. Busoga Kingdom & Relevant authorities in the region need to establish a Corporate Body charged with transforming Busoga’s Tourism Potential into a Reality. This entity will be charged with Promotion of Busoga Tourism both locally and globally, Promoting Tourism Investment, Resource Mobilization to facilitate execution of its mandate and most importantly act as a liaison and bridge between the Kingdom, the Private Sector in Busoga and the Central Government.

The Creation of this entity  does not mean detachment from the Kingdom structures but operates semi- autonomously with oversight from the Kingdom . Secondly, the ability of this Agency  to create relevant partnerships with the Private sector trading in Busoga and mobilizing resources to promote tourism in the region will be limitless. The ability to recruit  global tourism professionals from anywhere in the World to position Destination Busoga will be achievable with such an entity in place.

The appeal is to the able leadership in Busoga to create such a semi- Autonomous Entity whose mandate will be crucial in transforming the region’s tourism and a vessel to wipe out poverty in this blessed Home of the Nile.

2. Invest in a Busoga Cultural Museum & Heritage Centre 

This is where a Destination’s Culture & Heritage story begins.

Cultural Tourism is the bedrock of sustainable tourism in the 21st Century. Culture is the only component of Tourism that cannot be duplicated or shared between competing destinations. Cultural Tourism touches the livelihoods of everybody within the destination especially women and children who are always the most vulnerable. Cultural Tourism is elastic as a tourism product, meaning it can be consumed any day, any time and any budget.

A Tourism Destination without a functional  Cultural Tourism product cannot ably compete and attract the highly informed tourist seeking unique experiences. Looking through the promotional collateral and brochures of the Explore Busoga Campaign, it is evident that there’s no one-stop centre mentioned to experience Busoga Culture & Heritage  at glance. Yes, we talk of the Kyabazinga’s Palace, unfortunately this place is not readily available for tourists at any one time but one requires an official appointment to visit for tourist purposes, Does this sound like a Tourism ready product? No.
Secondly Jinja City is acclaimed, as the  Adventure Capital of Uganda largely because of the Nile but what happens to the Tourist who’s not seeking adventurous activities? What happens to the rest of Busoga that’s not within close proximity of the Nile? How do they Benefit?

Establishment of Busoga Cultural Museum and Heritage Centre will open up the rest of Busoga for exploration. It does not necessarily have to be at the current King’s official residence but one of the former King’s Palaces can be transformed into a Museum. For instance if a tourist is tracing the routes of the previous Kyabazinga having found the literature in the Museum, they are inspired to traverse different Chiefdoms  of Busoga like Bulamogi  etc tracing for former Kyabazinga Henry Wako Muloki’s roots. As they go about the region, they’re spending on transportation, articrafts and souvenirs, interacting with locals etc.

With the establishment of such a cultural centre, the Tour Operators and local DMCs will be better placed to create Cultural itineraries and Packages for Busoga region . The Uganda Tourism Board will pick on this as a flagship culture product to promote. Such are the true benefits of the Busoga Cultural Tourism & Heritage Centre.

3. Creation of a Busoga Tourism Fund

With the creation of Body Corporate to manage the Tourism Affairs of Busoga, the next immediate task will be to Mobilize sufficient resources to execute its Mandate. The usual rhetoric of lack of Government support and thoughts of introducing levies and taxes on private sector in the name of promoting tourism at regional level will be met with resistance and not yield the much needed resources.

A well established Busoga Tourism Agency will deploy its best creative minds and innovators to secure meaningful partnerships and projects to drive the Tourism Agenda of Busoga. Tourism is a Private Sector driven industry and a lot of good will exists for Tourism within the Private sector and business community , however this good will is only accessible to most Organized  & Dynamic Entities. Destination Marketing is a highly technical and expensive exercise  that is result oriented and value based to both the Funders and all stakeholders involved. Resources follow perceived Value.

An Established body Corporate charged with the mandate of Destination Marketing can be held accountable to the public and stakeholders . This may not necessarily be the case with a culture institution considering the emotional and traditional attachment  with the subjects. Will it be wise then embed Destination Marketing & Resource Mobilization within a Cultural institution’s  framework & Mandate? The Simple answer is No.

A Well Resourced Tourism Fund is crucial to any efforts of Destination Marketing and Tourism Destination  Management. With a Tourism Funds comes the ability enhance Human Resource Capacity and Attracting the best professionals to position the Destination. Such a Fund guarantees continuity of promotional campaigns such as the Explore Busoga Campaign. This is what Busoga needs.

4. Product Development & Enhancement 

It is true Busoga is naturally blessed. Blessed with Home to the World’s Longest River , the Nile, Blessed with thunderous water falls and Rapids for adventure sport, Blessed richly with cultural diversity, Blessed with a Historical Jinja City, Blessed with a major Hub of the Uganda Railway, Blessed with the Lake Victoria and lots More.

Unfortunately, the state of the infrastructure surrounding these immense tourist attractions is in deplorable state. Efforts are underway to refurbish some of the sites and  Thanks to Government of Uganda, for ongoing works at The Source of the Nile where a New Marina with modern facilities, viewing deck is underway and this  will breathe new life into Busoga’s Tourism. However, the Government can only do this much.

Busoga has Leadership who are the custodians of these Tourism Assets. Their cardinal responsibility is to ensure these Tourism sites benefit the Basoga and country at Large. To create opportunities for the future generations to come and to ensure that as custodians of the immense Tourism Assets , they work and think together on how best to effectively and efficiently Manage these Assets with guidance from the Central Government and Support of the Private sector.

The Roads leading to some of the best tourism sites like Itanda Falls, Busoowoko Falls, the Kagulu Hills etc are in a state that will never attract a repeat visitor to these sites. The Lack of tourist amenities like decent wash rooms, restaurants, viewing decks, safe and secure walking trails at most of the attraction sites will only gather more bad reviews inspite of how many promotional campaigns we undertake to promote Busoga Tourism.

A well looked after Tourism product in Busoga region has the ability to not only attract a huge domestic market from Kampala City, but also ability to attract multitudes of international conference attendees and excursionists within radius of the booming MICE Industry in Kampala City.

“A Good Tourism  Product will attract high Value visitors in large Volumes. A Good Product needs Work, the Work needs sufficient Resources, and the Resources need to sought and looked after by a Good Manager.”

That Said, Explore Busoga Campaign, presents a Unique Opportunity to Showcase the Beauty that lies within our reach , Beauty that is God given and lies in wait to be Explored. Let’s Explore Busoga for Tourism, Investment and Partnerships.

By Eddy Kirya

The Author is a Tourism & Hospitality Business Advisor,
CEO at Eyalama Adventures Ltd and
Former Board Member at Uganda Tourism Board ( UTB)