Ugandan journalists have been urged to exercise sensitivity while reporting on tourism, balancing the need to inform the public with the potential impact on the sector and the country’s reputation.
The call was made during a media breakfast organized by the Association of Uganda Tour Operators (AUTO) in Kampala, where experts emphasized the critical role of media in shaping Uganda’s global image.
“For many, what we know about tourism is what we have read and watched through the media. That means the media is a critical aspect in the tourism industry. You have to be sharing facts. We need to find angles which speak well of the country,” said Dr. Ivan Lukanda, a lecturer from Makerere University.
Journalists were cautioned against sensationalism and urged to balance publicizing national concerns with responsible reporting that does not hurt the country.
“Public perception lies on media framing what the people need to hear. The origin of the message has significant impact on final intake and message. How you present those facts is key. You say things but there is a better way to say them and end the discussion happy. It should be correctional, factual but at the end developmental,” said Dr. Gessa Simplicious, the Uganda Tourism Board public relations officer.
Bashir Hangi, spokesperson for the Uganda Wildlife Authority (UWA), emphasized the need for journalists to be patriotic and responsible in their reporting.
“As citizens, we owe our country a sense of duty and responsibility because we have no other country to call home. As journalists, you owe the country a sense of responsibility,” he said.
The Ministry of Health spokesperson, Emmanuel Ainebyoona, also stressed the importance of balancing between informing the public and protecting the economy.
“We need to balance between business interests and the interests of media who want to tell the story and telling Ugandans there is danger. We need to be patriotic. The way you frame a story says a lot. Give stories context,” Ainebyoona said.
The AUTO General Secretary, Dennis Ntege, emphasized the need for journalists to always put their country at heart in their reporting.
“This was an initiative to find a lasting solution. Journalists need to stand out from the crowd by doing something differently. We need to work closely with each other to promote the country and make it a better place for everybody. We must know everything has a trickle-down effect,” Ntege said.