Africa-Press – Uganda. In a strategic diplomatic shake-up aimed at revamping Uganda’s global visibility in trade and tourism, President Museveni has appointed Rosa Malango, the former United Nations Resident Coordinator, as the Special Envoy on Tourism and Trade.
The appointment marks a significant pivot in Uganda’s foreign engagement strategy one that places soft power, cultural diplomacy, and private-sector development at the heart of economic transformation.
And for Malango, a seasoned Pan-Africanist and international development strategist, the mission is personal, urgent, and long overdue.
“Uganda has more to offer, but it’s not being seen,” she said in an exclusive interview. “There’s a strong enabling environment for business here many things Uganda is doing right. But unless you’re on the ground, you don’t see it. And unfortunately, Uganda isn’t telling its story well enough at the global level.”
Before this appointment, Malango worked at the highest echelons of the UN, coordinating the Regional Economic Commissions for Africa, Asia, Latin America, Europe, and the Middle East. From her vantage point in the Secretary-General’s Office in New York, she monitored trends, investments, and reforms across continents. What she saw disturbed her.
“Countries with less to offer were benefiting more just because they were more visible, more strategic about showcasing priority, bankable projects. Uganda, by contrast, has incredible potential, but we’re not marketing it at the right places or at the right time,” she emphasised.
She points to missed opportunities in global green financing, pension fund investments, and blended financing tools that are readily available for countries with compelling, structured projects. “Uganda has the projects. But are we telling our story to the right people?”
Uganda’s tourism sector has long been dubbed a “sleeping giant.” Rich with biodiversity—from the mountain gorillas in Bwindi, to the source of the Nile, to its unmatched cultural diversity—the country has often failed to convert these assets into consistent foreign exchange earnings.
While international arrivals have been climbing back since the COVID-19 pandemic, Uganda still lags behind regional peers like Kenya and Tanzania in tourism revenue, infrastructure, and international brand visibility.
“This is a marketing challenge, not a resource challenge,” Malango insists. “We need to reposition Uganda as the sustainable tourism and trade hub of preference in East Africa. If you want to come to Africa, you should start with Uganda. The challenge is to show the world why.”
Far from being just a diplomat in ivory towers, Rosa Malango has spent the last several years immersed in Uganda’s informal economy, especially with women- and youth-led enterprises.
As head of several UN-led initiatives, she helped empower small businesses to integrate into domestic value chains and boost their export readiness.
Her approach focused on three core principles: Made in Uganda, promoting goods that reflect African heritage, and ensuring all products meet international standards.
This Saturday, she is set to host an Artisan Market Day in Kampala, showcasing over 20 export-ready Ugandan businesses in fashion, cosmetics, food, and jewelry—an event she hopes will be scaled regionally across East Africa.
“Imagine a Uganda-Kenya market day. Or Uganda-DRC. Uganda-South Sudan. These cultural-commercial exchanges can cement Uganda’s place as a regional connector and cultural capital,” she explained enthusiastically.
As Special Envoy, Malango outlined three strategic goals that will define her tenure. First, she plans to leverage her vast international network—built over three decades—to de-risk Uganda in the eyes of global investors.
“We need to be present in the right rooms, at the right time. Investors need to see Uganda as not only safe but strategic.”
Second, her work with small business communities will not only continue but expand. She aims to create platforms for regional market access, build export capacity, and attract diaspora investment. “These small businesses are not just survivalist—they’re the backbone of our future.”
Third, and most passionately, Malango is committed to promoting Pan-African identity and cultural diplomacy. “If we don’t embrace our African heritage, we won’t own our narrative—and we won’t be able to sell our value to the world,” she said. Her goal is to make Uganda not only a trade hub but a cultural epicenter for the continent.
Observers note that Rosa Malango’s appointment comes at a time when Uganda is trying to diversify its economy, deepen regional integration through the African Continental Free Trade Area (AfCFTA), and unlock new sources of capital through climate financing and diaspora bonds.
Her Pan-Africanist approach, global credibility, and grassroots experience offer a unique blend of vision and pragmatism.
“It’s an honor that His Excellency the President recognised my contribution and asked me to serve in this capacity,” she said. “It’s time the world knew what Uganda truly has to offer.”
If Malango has her way, the next few years will see Uganda hosting international trade expos, eco-tourism summits, and high-level investor forums—not just in Kampala but across key regional cities.
But more importantly, she wants to shift the narrative—from Uganda as a quiet destination to Uganda as an economic and cultural force in East Africa and beyond.
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