Amin film to boost Uganda's tourism
Feb 27, 2007
UGANDA’S tourism industry is hoping to ride on the back of the success of the British film, “The Last King of Scotland,†to attract visitors and investments.
By Sylvia Juuko
and Lillian Nsubuga
in Milan, Italy
UGANDA’S tourism industry is hoping to ride on the back of the success of the British film, “The Last King of Scotland,†to attract visitors and investments.
US movie actor Forest Whitaker won an Oscar Award over the weekend for his role as former Ugandan president Idi Amin in the film that was shot in Uganda and Scotland.
Roni Madhvani, the chairman of Tourism Uganda (former Uganda Tourism Board), noted that despite the portrayal of Uganda’s dark past, the movie had created awareness about the country especially with Whitaker winning the Lead Actor Academy Award.
“There has been a lot of positive public relations created in the overseas media surrounding the making of the film. For example, the warmth and friendliness of Ugandans, the beauty of our country and how Uganda has changed positively after Amin,†he elaborated.
“This, coupled with the positive light in which Uganda has in general been portrayed by the media overseas, will go a long way in reinforcing our goal of making Uganda the destination of choice on the continent for the discerning traveller,†Madhvani predicted.
The movie has already created a lot of awareness about Uganda as evidenced at the recent tourism trade fair in Milan, Italy, last week.
During the fair, which took place from February 22 to 25, many visitors to the Ugandan stall said they recognised the country because of the film.
“Oh! I know Uganda. It is the country of The Last King of Scotland,†a visitor said.
Some people have said although the movie highlights one of the worst periods of our country, it has brought many benefits regarding international visibility.
Several countries participated in the internationally-acclaimed BIT Milan Travel Fair, which takes place annually in February. Apart from government agencies like Tourism Uganda, Uganda Wildlife Authority, Uganda Coffee Development Authority and the Uganda Investment Authority, many tour operators participated.
The main tourist attractions, which Uganda sells, are the mountain gorillas in Bwindi Impenetrable National Park, the Rwenzori Mountains and the chimpanzees in Kibale National Park. The savannah national parks are also popular among the Italians.
Because of the movie, many Italians said they would like to visit Uganda. Other visitors searched for the Ugandan stall so that they could make arrangements to have this year’s summer holidays in Uganda.
The number of Italian tourists visiting Uganda has steadily increased over the years, reaching 2,500 last year. It is expected to double or triple in the next few years.
The Italian embassy in Uganda worked with the Government and the private sector to enable enable Uganda take part in the trade fair.
Dr. Maggie Kigozi, the Uganda Investment Authority (UIA) executive director, agreed, but said more needs to be done to build on the film’s exposure of Uganda’s positive attributes.
“During our investment promotions, a lot of people thought Amin was still around. This movie has answered that. We hope people’s curiosity regarding what happened to Uganda after Amin will be translated into more visits,†she said.
Dr. Kigozi pointed out that more effort from organisations like UIA and Tourism Uganda is needed to build on the publicity the movie has given the country.
“We need to follow up this media publicity with more positive messages and images of Uganda. This movie, in addition to the Gifted by Nature campaign, is a good launch pad for intensified efforts to attract investors and tourists,†said Kigozi.
The movie sold out at Cineplex Cinema, a week after a VIP premiere, that was attended by President Yoweri Museveni, Whitaker and local actors.
Uganda benefited from a tourism boom during last year’s festive season as airlines and hotels reported full bookings.
There was a 30% rise in the number of tourists in 2006, up from 467,700 the previous year.
and Lillian Nsubuga
in Milan, Italy
UGANDA’S tourism industry is hoping to ride on the back of the success of the British film, “The Last King of Scotland,†to attract visitors and investments.
US movie actor Forest Whitaker won an Oscar Award over the weekend for his role as former Ugandan president Idi Amin in the film that was shot in Uganda and Scotland.
Roni Madhvani, the chairman of Tourism Uganda (former Uganda Tourism Board), noted that despite the portrayal of Uganda’s dark past, the movie had created awareness about the country especially with Whitaker winning the Lead Actor Academy Award.
“There has been a lot of positive public relations created in the overseas media surrounding the making of the film. For example, the warmth and friendliness of Ugandans, the beauty of our country and how Uganda has changed positively after Amin,†he elaborated.
“This, coupled with the positive light in which Uganda has in general been portrayed by the media overseas, will go a long way in reinforcing our goal of making Uganda the destination of choice on the continent for the discerning traveller,†Madhvani predicted.
The movie has already created a lot of awareness about Uganda as evidenced at the recent tourism trade fair in Milan, Italy, last week.
During the fair, which took place from February 22 to 25, many visitors to the Ugandan stall said they recognised the country because of the film.
“Oh! I know Uganda. It is the country of The Last King of Scotland,†a visitor said.
Some people have said although the movie highlights one of the worst periods of our country, it has brought many benefits regarding international visibility.
Several countries participated in the internationally-acclaimed BIT Milan Travel Fair, which takes place annually in February. Apart from government agencies like Tourism Uganda, Uganda Wildlife Authority, Uganda Coffee Development Authority and the Uganda Investment Authority, many tour operators participated.
The main tourist attractions, which Uganda sells, are the mountain gorillas in Bwindi Impenetrable National Park, the Rwenzori Mountains and the chimpanzees in Kibale National Park. The savannah national parks are also popular among the Italians.
Because of the movie, many Italians said they would like to visit Uganda. Other visitors searched for the Ugandan stall so that they could make arrangements to have this year’s summer holidays in Uganda.
The number of Italian tourists visiting Uganda has steadily increased over the years, reaching 2,500 last year. It is expected to double or triple in the next few years.
The Italian embassy in Uganda worked with the Government and the private sector to enable enable Uganda take part in the trade fair.
Dr. Maggie Kigozi, the Uganda Investment Authority (UIA) executive director, agreed, but said more needs to be done to build on the film’s exposure of Uganda’s positive attributes.
“During our investment promotions, a lot of people thought Amin was still around. This movie has answered that. We hope people’s curiosity regarding what happened to Uganda after Amin will be translated into more visits,†she said.
Dr. Kigozi pointed out that more effort from organisations like UIA and Tourism Uganda is needed to build on the publicity the movie has given the country.
“We need to follow up this media publicity with more positive messages and images of Uganda. This movie, in addition to the Gifted by Nature campaign, is a good launch pad for intensified efforts to attract investors and tourists,†said Kigozi.
The movie sold out at Cineplex Cinema, a week after a VIP premiere, that was attended by President Yoweri Museveni, Whitaker and local actors.
Uganda benefited from a tourism boom during last year’s festive season as airlines and hotels reported full bookings.
There was a 30% rise in the number of tourists in 2006, up from 467,700 the previous year.