The Association of Uganda Tour Operators (AUTO) hosted a crucial media breakfast in Kampala, bringing together over 30 journalists to discuss the critical role of responsible journalism in safeguarding Uganda’s tourism industry. The session underscored the delicate balance between reporting facts and protecting the country’s image, particularly in the face of incidents that could damage Uganda’s reputation as a safe and attractive tourist destination.
Dennis Ntege, AUTO’s General Secretary, used the recent New York Times report on a tragic accident in Bwindi Impenetrable National Park to illustrate the point. The report, he said, delivered the facts while maintaining respect for Uganda’s image. In contrast, some local media reports took a more sensational angle, painting a picture that could easily deter potential visitors.
“This is why we need a long-term solution,” Ntege told journalists. “The media must recognize that every story has a ripple effect. Responsible reporting is not about hiding the truth but framing it in a way that protects our national interests.”
The tourism sector, a cornerstone of Uganda’s economy, contributes significantly to the country’s GDP and supports thousands of livelihoods. However, industry players have become increasingly concerned about exaggerated or alarmist reporting, which has the potential to spark travel advisories, cancellations, and long-term reputational damage.
Dr. Ivan Lukanda, a senior lecturer at Makerere University’s Department of Journalism, challenged journalists to strike a balance between truth and patriotism. “Most people rely on the media to understand our tourism landscape. It’s important to tell the truth, but the angle matters. There are ways to tell the story that correct the facts while also promoting Uganda’s beauty and hospitality,” he said.
Uganda Tourism Board’s Public Relations Officer, Dr. Gessa Simplicious, echoed this sentiment. He highlighted how media narratives directly influence public perception. “The message’s origin and tone matter. You can present facts, but how you present them determines whether the country looks hopeless or resilient,” Dr. Gessa emphasized.
The media breakfast also highlighted how sensational reporting—especially around incidents like political unrest, isolated crimes near tourist hotspots, and health emergencies—can be highly damaging when not put into proper context. Colonel Deo Akiiki, Military Assistant to the Chief of Defence Forces, called on journalists to embrace patriotic reporting that helps rather than harms national development.
Tourism operators, who rely heavily on positive perceptions to attract bookings, noted that irresponsible headlines have a direct impact on their business. “A single exaggerated story can trigger travel advisories from foreign governments, reducing bookings and impacting everyone from tour guides to lodge owners,” Ntege explained.
Beyond traditional media, the forum also addressed the growing influence of social media, where unverified reports can go viral within minutes. While acknowledging social media’s power in shaping narratives, AUTO urged professional journalists to become fact-checking gatekeepers, countering misinformation with timely and accurate reporting.
To foster a more responsible media environment, AUTO pledged to work closely with journalists through regular training sessions, offering expert insights and up-to-date information about the sector. Journalists were encouraged to embrace practices such as thorough fact-checking before publication, balanced storytelling that highlights both risks and the solutions in place, collaborating with industry players for accurate context, promoting success stories in conservation, community tourism, and infrastructure development and using social media to correct misinformation and promote Uganda’s tourism potential.
As Uganda works to cement its position as a leading global tourism destination, AUTO emphasized that the media’s role goes beyond reporting; it includes actively shaping a positive and realistic narrative about the country. With responsible journalism, the sector can thrive, attracting not only tourists but also investors and global partners interested in sustainable tourism development.