Princess Komuntale Named Uganda’s Tourism Ambassador to the U.S.

The Uganda Tourism Board (UTB) has appointed Princess Ruth Komuntale of Tooro Kingdom as the country’s new tourism ambassador to the United States, entrusting her with the task of showcasing Uganda’s attractions to the American market.

Princess Komuntale, who resides in the U.S., pledged to use her platform to promote Uganda’s diverse offerings — from its famed wildlife and landscapes to its cultural heritage.

With her deep cultural roots in Tooro, she is expected to highlight unique traditions such as the annual Empango celebrations, along with Ugandan cuisine, music, and hospitality.

“Her voice will help us tell a story of Uganda that goes beyond the safari,” UTB officials said, noting that the appointment aligns with a broader strategy to leverage cultural icons and the Ugandan diaspora to tap into new international markets.

The initiative reflects UTB’s three-fold approach: blending heritage with modern tourism experiences, boosting visibility for “Destination Uganda” globally, and positioning culture as a central pillar of tourism.

“Tourism is more than travel; it is a journey into identity, belonging, and pride,” UTB added, emphasizing that partnerships with cultural institutions like the Tooro Kingdom are key to creating authentic travel experiences.

The move is seen as a significant step in strengthening Uganda’s competitiveness on the global tourism stage while reaffirming its identity as the “Pearl of Africa.”