Ugandan Creatives Urged to Lead Tourism Marketing Through Film and Digital Storytelling

Uganda’s creative industry has been challenged to take a more intentional and influential role in promoting the country’s tourism potential through film, photography and digital storytelling, with the documentary Back to the Source: The Nile emerging as an example of how local storytelling can resonate on a global scale

The call was made during the 10th edition of the Pearl of Africa Tourism Expo 2026 (POATE), Uganda’s flagship tourism trade and marketing event, held from 21 to 23 May 2026 at Speke Resort Munyonyo.

The expo, officiated by Yoweri Kaguta Museveni, brought together international hosted buyers, tourism operators, investors, diplomats, media professionals, and creatives from across the world to celebrate and position Uganda as a premier tourism destination.

Among the standout showcases at the expo was Back to the Source: The Nile, a 25-minute cinematic documentary produced by Linck Visuals Media LTD.

The film was exhibited throughout the three-day event at a dedicated booth that introduced delegates and tourism stakeholders to the documentary’s story, impact, and future ambitions.

Directed by Derrick Ssenyonyi and executive-produced by Ambassador Judyth Nsababera, the documentary follows Ambassador Nsababera as she returns to Uganda to trace the River Nile from its source in Jinja while confronting a lifelong fear of water

The production has steadily gained international attention since its world premiere in Guangzhou in December 2025, where it reportedly reached more than 73 million viewers across Chinese digital platforms.

The film later held its Uganda National Premiere on 25 April 2026 at Méstil Hotel & Residences before an audience of over 400 guests, including government ministers, ambassadors representing more than 25 countries, tourism leaders, media personalities, and members of Uganda’s creative sector.

In a move praised for its community outreach, the documentary was also screened free of charge in Kampala’s Katanga community on 16 May 2026, attracting more than 500 residents, families, and children, with live Luganda interpretation provided by VJ Ulio

Speaking during POATE, director Derrick Ssenyonyi emphasized that storytelling alone is no longer enough for creatives seeking to make meaningful impact.

“We are here to highlight Back to the Source and make sure the message is clearly understood. Marketing is part of creation. You do not only create something good and stop there, promoting it and standing by it is part of the creator economy that many young people need to tap into,” he said.

Ssenyonyi also called for stronger systems to help Ugandan creatives distribute and monetise their work globally while maintaining ownership of African stories.

“We need platforms where Ugandan creators can distribute and monetise their work while maintaining ownership of our stories. The global platforms are difficult to access and often offer limited returns for African creatives. That has to change,” he added.

For Ambassador Judyth Nsababera, the documentary also serves a broader diplomatic and tourism purpose, strengthening Uganda’s visibility within the Chinese market, one of the world’s fastest-growing outbound tourism markets.

“A lot of Ugandans are going to China for trade, but we are also working hard to bring Chinese visitors to Uganda to experience the country,” she said.

“In 2024 alone, Chinese nationals made approximately 149 million overseas trips. Uganda remains largely untapped in that market — and that is a significant opportunity we must seize.”

The ambassador further encouraged tourism stakeholders to begin adapting their tourism products and promotional materials to better cater to Chinese audiences.

“We encourage Ugandan tour operators and tourism stakeholders to begin adapting their services and promotional materials for Chinese audiences — including translation into Mandarin. The Chinese traveller is looking for authenticity. Uganda has that in abundance,” she noted.

Celebrated Ugandan photographer and author Abu Mwesigwa also stressed the importance of Africans taking ownership of their narratives through visual storytelling.

“It is important as Africans and as Ugandans to take the lead in telling our own stories. Visual storytelling carries power — pictures preserve history and connect people to real experiences. African creatives must invest in documenting and preserving our own narratives for the generations that follow,” Mwesigwa said.