By Princess Ruth Komuntale of Tooro Kingdom has been appointed as Uganda’s official Tourism Ambassador for the United States, a strategic move by the Uganda Tourism Board (UTB) to enhance the country’s visibility in North America. The announcement was made on Wednesday, September 3, 2025, at the King’s Palace in Buziga, Kampala, during a ceremony attended by Tooro Kingdom officials, UTB executives, private sector stakeholders, and other dignitaries.
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Princess Komuntale, who resides in Texas, is currently in Uganda to participate in the Empango celebrations marking the 30th coronation anniversary of her brother, King Oyo Nyimba Kabamba Iguru Rukidi IV. The Empango, a significant cultural event, is scheduled to take place from September 10 to 13, 2025, at the Karuzika Palace in Fort Portal. The festival, known as Ekyooto Ha Mpango, will feature a blend of cultural showcases, music, and community spirit, underscoring the rich heritage 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. She expressed enthusiasm about collaborating with UTB to develop cultural tourism packages that highlight the landscapes, cuisine, music, and traditions of Tooro Kingdom.
UTB Chief Executive Officer, Juliana Kagwa, emphasized the importance of engaging cultural icons and Ugandans in the diaspora to market Uganda’s tourism potential globally. She noted that Princess Komuntale’s appointment is part of a broader strategy to position Uganda as the “Pearl of Africa” and to strengthen its brand in key international markets.
The collaboration between UTB and Tooro Kingdom is formalized through a Memorandum of Understanding (MoU) that focuses on promoting cultural tourism, with an emphasis on signature events like the Empango celebrations. UTB Board Vice Chairperson, Ron Kawamara, highlighted that this partnership reflects UTB’s vision of marketing Uganda through authentic cultural experiences.
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Tourism is a significant contributor to Uganda’s economy, accounting for approximately 7.7% of the Gross Domestic Product (GDP). 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.
