Uganda, April 14 -- On the 11th of April 2024, the evening news was awash with a story of members of the Ugandan Parliament making a case for an additional Shs4 billion to the tourism sector to promote Uganda's tourism potential.

This was a result of the apparent non-prioritisation of tourism promotion activities by the Uganda Tourism Board in the coming financial year budget.

Whereas there are several means of promoting Uganda's tourism potential; some of which require reasonable financial resources, our country's image abroad is certainly one of them.

The image of our country abroad is important because it determines how other nations and international institutions perceive it.

A positive image can attract, among others tourism, for...