Kampala, Uganda: The Uganda Tourism Board (UTB) Chief Executive Officer, Juliana Kagwa, has flagged off a team of young ambassadors under the Little Miss Uganda initiative to represent the country at the Little Mister and Miss Africa competition in Nairobi, Kenya.
The ceremony, held at Kampala Sheraton Hotel on Thursday, March 26, 2026, saw six young contestants: Serena, Ariella, Bridget, Babirye, Primrose, and Tracy, officially commissioned as tourism ambassadors for Uganda.
Addressing the children, Kagwa emphasised their role beyond the pageant stage, describing them as key voices in promoting Uganda globally.
“You are not just queens; you are ambassadors. Our mandate is to market the beautiful Uganda, and we are glad to have you as vehicles of this mission,” Kagwa said.
She urged them to proudly showcase Uganda’s natural beauty and cultural heritage during the continental competition. “When you stand on that stage in Nairobi, remember you are representing 45 million Ugandans,” she added.
Leading the team is reigning Little Miss Uganda, Makumbi Serena Abigail, who expressed excitement about representing the country. “I am looking forward to representing Uganda in Africa, making new friends, and telling everyone about Uganda,” she said.
The initiative positions children as cultural storytellers, highlighting Uganda’s tourism strengths, from mountain gorillas in Bwindi to wildlife in Queen Elizabeth National Park.
Uganda is widely recognised for its biodiversity, including the “Big Seven”: lions, leopards, elephants, buffaloes, rhinos, gorillas, and chimpanzees, as well as over 165 freshwater lakes.
Dr Simplicious Gessa, Head of Public Relations at UTB, noted that engaging children as ambassadors taps into the fast-growing global family travel market. “When the world sees confident, joyful Ugandan children, it sends a message that Uganda is a safe and welcoming destination,” he said.
According to global tourism trends, family travel continues to rise, with increasing spending and demand for authentic cultural experiences.
Founded in 2015, Little Miss Uganda has evolved beyond a beauty pageant into a platform for nurturing confidence, cultural appreciation, and leadership among young people.
Organisers say the initiative aims to shape future ambassadors who will contribute to Uganda’s tourism and cultural sectors.
Kagwa expressed optimism that the young representatives could one day become leaders in the industry. “We hope one of you will return not just with a crown, but with a vision to lead Uganda’s tourism sector,” she said.
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