The Buganda Heritage and Tourism Board (BHTB) has officially unveiled the 5th Annual Miss Tourism Buganda Kingdom Campaign, reigniting excitement for one of the region’s most anticipated cultural events. The colorful launch ceremony held March 28, 2025 at the Buganda Royal Institute in Mengo Kakeeka marked the beginning of a spirited competition that will see young women from across the kingdom showcase their cultural knowledge, talent, and beauty under this year’s theme “I Am My Culture.”

This prestigious pageant has grown into a cornerstone of Buganda’s cultural preservation efforts, bringing together contestants from all 18 counties of the kingdom. Mr. Anthony Wamala, Buganda Kingdom’s Minister for Culture and chief guest at the launch, emphasized the competition’s deeper purpose beyond the glitter and glamour. “Miss Tourism Buganda celebrates the rich culture, beauty and heritage of our kingdom,” Wamala told the gathered audience. “I’m proud to witness these young women representing our counties. Together, we’re ensuring our traditions remain vibrant for future generations.”

The competition serves as both a celebration and strategic tourism driver for the region. BHTB Executive Director Najib Nsubuga explained how the event contributes to the kingdom’s development agenda. “This pageant does more than showcase our heritage – it actively promotes tourism growth across Buganda,” Nsubuga stated. His remarks highlighted the board’s vision of using cultural events as economic catalysts, creating opportunities while preserving tradition.

Current titleholder Queen Namale Kaisha, Miss Tourism Buganda 2024, shared her experiences with aspiring contestants, framing the competition as a transformative opportunity. “This launch begins an exciting journey that will spotlight Buganda as Uganda’s cultural heartbeat and tourism gateway,” she said. The reigning queen’s address emphasized how the pageant elevates participants into cultural ambassadors, tasked with promoting the kingdom’s attractions globally.

Preparations for the 2025 edition promise an even grander showcase of Buganda’s living traditions. Contestants will undergo rigorous training in cultural etiquette, public speaking, and tourism promotion before the crowning ceremony. The selection process emphasizes deep knowledge of Buganda’s history, with judges evaluating contestants’ ability to articulate and demonstrate traditional practices.

Beyond the stage, the pageant forms part of Buganda’s broader strategy to position itself as a cultural tourism hub. Recent years have seen the kingdom leverage such events to attract visitors to historical sites like the Kasubi Tombs, Kabaka’s Lake, and the Lubiri Palace. The BHTB reports growing interest in cultural tours, with the pageant serving as an annual highlight that draws domestic and international attention.

Local businesses stand to benefit from the increased visibility, with past editions showing measurable boosts to hospitality and craft industries. “When we crown our queen, we’re not just celebrating one woman but activating an entire tourism ecosystem,” Nsubuga explained. The board has partnered with Uganda Tourism Board to ensure this year’s winner participates in international tourism expos, taking Buganda’s story global.

As applications open for the 2025 competition, organizers anticipate record participation from across the kingdom’s counties. The pageant’s growing prestige has made it a sought-after platform for young women seeking to contribute to their communities while advancing personal development. Previous winners have gone on to lead cultural preservation initiatives and tourism advocacy campaigns, proving the competition’s lasting impact.

With the launch ceremony concluded, attention now turns to regional auditions scheduled across Buganda’s counties in coming weeks. The eventual winner will inherit not just a crown, but a year-long mission to promote the kingdom’s cultural treasures. As the 2025 theme declares, contestants must embody the living spirit of Buganda – proving that true beauty flows from cultural pride and knowledge passed down through generations.

The Miss Tourism Buganda pageant continues to evolve from its beauty contest origins into a sophisticated cultural diplomacy tool. By blending tradition with contemporary tourism promotion, the BHTB has created a model that preserves heritage while creating economic value – ensuring Buganda’s story remains vibrant in an ever-changing world. As this year’s competition unfolds, all eyes will be on which young woman will next carry the torch of the kingdom’s rich legacy.