Zari still tourism ambassador, says UTB

Dec 13, 2018

Last month, Zari’s project dubbed 'Tulambule ne Zari’ was launched to promote national tourism.

PIC: Zari being draped tourism ambassador by tourism minister Godfrey Kiwanda. (Credit: Titus Kakembo)

TOURISM


KAMPALA - Uganda Tourism Board chief executive officer, Stephen Asiimwe, has said that Zarinah Hassan, better known as Zari, is still the country's tourism ambassador.

This follows media reports that the newly crowned Miss World Africa, Quiin Abenakyo, is to replace her as tourism ambassador of Uganda.

Abenakyo, 22, entered local history books when she became the first Ugandan to make the Top-30 list at the Miss World contest, before going on to finish third overall and be crowned Miss World Africa in Sanya, China.

She is due to return home next week.

The Miss World 2018 Top 5, from left: Miss Thailand, Miss Uganda, Miss Mexico, Miss Jamaica and Miss Belarus



Meanwhile, Asiimwe told New Vision in an interview that no agreement has been reached between Abenakyo and the tourism board yet.

He, however, disclosed that there are plans to engage her when she returns.

"She [Abenakyo] has a powerful brand equity and we will see how to work with her, especially in terms of influencing the youth. Zari and Miss World Africa have different roles and they appeal to different market segments," said Asiimwe.

Uganda has many tourism ambassadors, including to India, Malaysia and China. For clarity, Zari is a national ambassador and her role is to particularly drive in-country tourism.

UTB's marketing manager, Claire Mugabi, reaffirmed that although the public is questioning Zari's position as Uganda tourism ambassador in the wake of Abenakyo's influential position, Zari is still a relevant ambassador of tourism.

She explained that Zari's project dubbed 'Tulambule ne Zari' that was launched last month is aimed at promoting national tourism by encouraging Ugandans to appreciate their country and explore it.

On the other hand, Abenakyo, by virtue of her newly-found global appeal, commands a following from across the world that UTB hopes to tap into to attract foreign tourists.





'Incredible mileage'


Daudi Migereko, who is the UTB chairman, said the sector has a chain of goodwill ambassadors both nationally and internationally, to which they hope to add Abenakyo if she agrees to work with them.

"Abenakyo has given us incredible mileage in terms of visibility and we can use this visibility and her high profile position to attract tourists to our country," Migereko said.

In addition to being the fastest-growing sector, tourism has been Uganda's leading foreign exchange earner for the last three consecutive years, with a contribution of 10% to the Gross Domestic Product.

Currently, Uganda earns sh4.9 trillion from tourism. It is however projected that the country will reap over sh9 trillion from the fast-growing sector by 2020.

To achieve this target, Asiimwe maintains that there is need for rigorous efforts to market the country's tourism sector.

Every year, Uganda receives tourists from all over the world

 

 

This lioness was spotted in Queen Elizabeth National Park in relaxed mode



"Anybody who can influence is very useful," he said.

"We need public figures who come with media attention, purpose and influential equity to drive the sector."

According to the UTB chief executive, Abenakyo possesses all the above qualities. But he maintained that the reigning Miss World Africa's influence will significantly depend on how she conducts herself.

"Now that she is a global figure, she has a new responsibility of maintaining a positive image of herself as it strongly impacts Uganda's image to the rest of the world."

 

Also related to this story

HISTORY! Uganda finishes third at Miss World 2018

How Uganda's Abenakyo made Miss World history

Zari falls for western jazz

The thrills of Queen Elizabeth National Park

 

 

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