The 14th edition of Miss Tourism Uganda has been officially launched, with organisers unveiling an ambitious vision to integrate artificial intelligence into the promotion of Uganda’s tourism sector.
The launch, held on March 16, 2026, at the Kampala Serena Hotel, marked a significant shift in the pageant’s direction under the theme “AI, Culture and Tourism.”
Speaking at the event, Miss Tourism Uganda Administrator Loice Namara Kalamuka described the new theme as a response to global trends in tourism.
“This year’s theme is inspired by the digital agenda and artificial intelligence to redesign tourism. For Uganda, it is about how we use AI to grow our tourism destinations and position Uganda globally,” she said.
Kalamuka emphasised that the initiative has evolved beyond a beauty contest into a national development platform.
“Miss Tourism Uganda 2026 is not just a pageant—it is a movement to position Uganda as a smart, sustainable and culturally proud tourism destination,” she added.
Nationwide Search Begins
The competition will cover 12 regions across the country, including West Nile, Busoga, Buganda, Teso and Ankole, with auditions scheduled between March 21 and April 4.
Kalamuka underscored the importance of grassroots participation in tourism development. “Tourism is everyone’s business. If we do not engage from the grassroots, we cannot effectively promote Uganda,” she noted.
The grand finale is slated for September 4, 2026, at the Kampala Serena Hotel.
Reigning Queen Backs AI Integration
Reigning Miss Tourism Uganda Nachap Kezia Cindy welcomed the integration of technology into tourism promotion. “I am proud to be part of a new generation of tourism ambassadors who are embracing culture through AI,” she said.
“This platform gives us the opportunity to combine our cultural heritage with innovation and promote Uganda as a leading global tourism destination.”
Male Segment Gains Momentum
The Man of Tourism initiative, introduced in 2025, is also gaining traction, with organisers confirming its second edition will be held separately in May.
Reigning titleholder Isaac Amuriat called on young men to participate.
“This is our chance to shine as the boy child,” Amuriat said. “The initiative provides a platform for young men to share ideas, promote tourism and contribute to national development.”
AI Innovation Takes Centre Stage
A key highlight of the launch was the introduction of an AI-powered robotic tour guide prototype named Okello, developed by Zunobotics.
Founder Jonathan Semakula said the technology aims to transform how tourists experience Uganda. “Users will be able to interact with reconstructed environments and even simulate conversations with historical figures using AI,” he explained.
He added that contestants will play a role in feeding verified cultural and historical data into the system to ensure accuracy. “This goes beyond beauty. We need knowledgeable ambassadors who can provide authentic information about our heritage,” Semakula said.
Balancing Technology and Human Touch
Officials from the Uganda Wildlife Authority (UWA) also welcomed the innovation, noting that AI will complement existing tourism efforts.
Tourism and Hospitality Officer Moureen Nabimanya said digital tools such as virtual reality and online booking systems are already enhancing access to tourism services.
“AI is a powerful tool to help us market all our destinations,” she said. “But we still need the human touch—tour guides and ambassadors who can give visitors a real feel of Uganda.”
New Initiatives and Inclusivity
Organisers also unveiled a new category, Miss Tourism Metro, aimed at promoting inclusivity by providing a platform for Ugandans of mixed heritage.
Additionally, ongoing campaigns such as Let the Pearl Shine will continue to focus on sanitation, environmental conservation and road safety to improve tourism experiences.
Applications Open
Applications for Miss Tourism Uganda 2026 are now open, with organisers calling on young women across the country to participate.
Supported by partners including the Ministry of Tourism, Wildlife and Antiquities, UWA, and key players in the hospitality and media sectors, the pageant continues to position itself as a driver of cultural promotion and economic growth.
