KAMPALA | Uganda Tourism Board (UTB) has appointed Princess Ruth Nsemere Komuntale of Tooro Kingdom as its newest Brand Ambassador, a move officials say will strengthen cultural tourism and enhance Uganda’s international visibility.
The announcement was made during a heartfelt homecoming celebration in Buziga, Kampala, where the princess returned from the United States with her husband, Prince Philip, to join her brother, King Oyo Nyimba Kabamba Iguru Rukidi IV, in marking his 30th coronation anniversary.
UTB Chief Executive Juliana Kaggwa, who signed the partnership, described Komuntale as “the perfect voice to share Uganda’s story with the world.”
“Her royal heritage, international profile, and deep love for Uganda make her a natural cultural envoy. This moment, as we celebrate 30 years of King Oyo’s reign, reflects the strength of cultural tourism in Uganda,” Kaggwa said.
Tourism remains Uganda’s top foreign exchange earner, contributing about 7.7% to GDP and directly employing over 600,000 people. In 2023, the country welcomed 1.3 million international visitors, showing recovery from pandemic lows though still shy of the 2019 peak of 1.5 million. Officials are targeting 3 million annual arrivals by 2030, with cultural tourism positioned as a key driver.
Raised in both Uganda and the United States, Komuntale pledged to use her new role to showcase Uganda’s heritage globally. She also paid an emotional tribute to her brother, King Oyo, who became monarch at the age of three.
“I am so proud of my brother, not only as a great king but as the man he has become. To see him lead with grace, wisdom, and humility for 30 years is deeply moving,” she said.
She also urged young Ugandans to embrace their heritage, saying, “Let culture be a source of strength as you create, innovate, and lead.”
The announcement comes ahead of the Ekyooto Ha Mpango cultural festival, set for September 10–13 in Fort Portal. The event will feature royal rituals, traditional performances, fashion, and tourism showcases celebrating King Oyo’s 30-year reign.
With Komuntale’s global profile and influence, UTB expects her ambassadorship to help position Fort Portal and the wider Tooro region as leading cultural tourism destinations, complementing Uganda’s renowned wildlife and adventure attractions.