Let’s manage public Information to improve our FDI and Tourism

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OPINION

By Emma Were Belinda

Recently the Head of the State House Investor Protection Unit, Col. Edith Nakalema convened a stakeholder meeting to discuss how we can balance public information and business interests of our country. This is a discussion that was long overdue given our self-destructive nature in how we release sensitive information about our country.

The meeting under the theme “Investment oriented communication” was attended by government leaders from key ministries like Permanent Secretary Ministry of Tourism, PS Ministry of ICT and National Guidance, Chairperson National planning Authority, Registrar General, Uganda Registration Services Bureau, Government communication officer’s, private sector representative and the media.

A presentation from a consultant brought onboard by the Ministry of ICT and National Guidance revealed that 78% of online messages about government of Uganda were negative an issue Ms. Zawedde, the Permanent Secretary Ministry of ICT said must be studied to understand where the citizen’s anger is coming from.

Such negative sentiments have a trickle-down effect to the overall performance of our economy. If all an investor sees about the country is crime, corruption, bad roads, they would shelf their intention to invest in such a country. Every country has their fair share of problems, the difference lies in how they manage public information, something that lacks in Ugandans, from news gate keepers to the citizens. If those who are meant to set the agenda are careless with what comes out, the citizens will follow suit because they wouldn’t know any better. No body is asking anyone to keep quiet about the ills but where do we draw the line.

Marketing Uganda as a premier investment destination requires a multifaceted approach that leverages the country’s natural resources, strategic location, and growing economy while addressing potential concerns and enhancing investor confidence. This comprehensive strategy involves highlighting key advantages, offering compelling incentives, and engaging with potential investors through proactive outreach.

Let’s highlight our key advantages and whatever is dirty within our country remains in-house and we deal with it but let’s market ourselves effectively.

Let me to share a few pointers

Uganda’s position in East Africa offers a strategic advantage for investors seeking access to regional markets. Uganda borders Kenya, Tanzania, Rwanda, South Sudan, and the Democratic Republic of Congo, positioning it as a logistical hub. Marketing efforts should emphasize this central location, which facilitates trade and investment opportunities across a large and dynamic region.

Uganda is endowed with abundant natural resources, including fertile agricultural land, minerals, oil, and natural gas. Highlighting these resources is essential to attract investors in sectors such as agriculture, mining, and energy. For instance, the fertile land and favorable climate make Uganda an ideal location for agribusiness investments, ranging from crop production to agro-processing.

Uganda’s economy has shown resilience and growth, supported by sound macroeconomic policies and structural reforms. This economic stability is a strong selling point for investors. Marketing campaigns should emphasize Uganda’s positive economic indicators, such as GDP growth rates, investment in infrastructure, and improvements in the business climate.

With a large and youthful population, Uganda boasts a growing labor force that is becoming increasingly educated and skilled. This demographic advantage should be highlighted to attract investors looking for a dynamic and trainable workforce. The Government has put a lot of emphasis on vocational training and higher education in the recent past that can further enhance the attractiveness of Uganda’s human capital.

Look at our tourism potential, Uganda’s natural beauty, including national parks, wildlife reserves, and the source of the Nile, presents significant opportunities for investment in tourism. Marketing efforts should showcase these attractions, highlighting eco-tourism, adventure tourism, and cultural tourism as viable investment avenues. The potential for high returns in this sector can be a compelling draw for investors.

Uganda is a bed of tax incentives when it comes to foreign investment, something that has even attracted criticism from locals in the recent past. These include tax holidays, exemptions on import duties for plant and machinery, and preferential tax rates for specific sectors. Clearly communicating these incentives can make Uganda more appealing to potential investors. Detailed information about the duration and conditions of these incentives should be readily available to investors.

Uganda has made strides in improving its business environment, but continuous efforts are needed to make it easier to start and operate businesses. Simplifying business registration, reducing bureaucratic hurdles, and ensuring investor protection are vital. Marketing campaigns should underscore these improvements, reassuring investors of Uganda’s commitment to creating a conducive business climate.

If we decide to target specific sectors like agriculture, energy, infrastructure, tourism and hospitality and intentionally highlight the lucrative opportunities there in, Uganda would realize success.

Uganda’s marketing team should for example highlight opportunities in crop production, livestock farming and value addition.

When it comes to the energy sector, there are significant opportunities in renewable energy. Solar, hydro, and wind energy projects can attract substantial investments. Additionally, the development of oil and gas resources presents lucrative opportunities. Marketing efforts should focus on the regulatory framework, potential returns, and government support for energy projects.

Can we highlight Uganda’s need for infrastructure development especially on planned projects in transport, telecommunications, and urban development to attract investment. Public-private partnerships (PPPs) can be promoted to leverage private sector expertise and capital in infrastructure projects

The technology sector in Uganda is growing, with increasing interest in ICT and innovation hubs. Marketing campaigns should spotlight the potential for tech startups, fintech, and digital services. Showcasing success stories from local tech entrepreneurs can inspire confidence and attract venture capital and tech investments

Finally, the tourism and hospitality sector offers vast investment opportunities like development of hotels, resorts, and eco-tourism ventures. Emphasizing Uganda’s unique attractions, such as gorilla trekking and cultural heritage sites, can draw investors looking to tap into the tourism market.

As I conclude, government must address potential concerns that breed anger amongst citizens and trickle into how they show out online and in other fora. Investors need assurance of stability. Marketing campaigns can include testimonials from current investors about their positive experiences and the stability of the investment climate.

A transparent and predictable regulatory environment is crucial for attracting investment. Providing detailed information on regulatory processes and ensuring that investors understand the legal framework can alleviate concerns.

The biggest elephant for Government today is demonstrating an efforts to combat corruption and other public service concerns that can potentially affect how we show out as a country.Top of Form

The writer is with Uganda Media Centre