Journalists trained in sustainable tourism reporting
Participants were introduced to key themes such as the role of tourism in sustainable development, community benefit-sharing from tourism revenue, environmental conservation, responsible travel, ethics, and investigative approaches in tourism reporting
MBALE CITY, May 20 2025 –– Journalists from various media houses across eastern Uganda received training in sustainable tourism reporting, during a workshop organised by the Uganda Tourism Board [UTB] at Wash and Wills Hotel in Mbale City on Friday.
The workshop aimed to build the capacity of media professionals to promote responsible, community-centred tourism in the Mount Elgon region.
Participants were introduced to key themes such as the role of tourism in sustainable development, community benefit-sharing from tourism revenue, environmental conservation, responsible travel, ethics, and investigative approaches in tourism reporting.
The journalists engaged in practical discussions and group activities designed to sharpen their storytelling skills around environmental protection, cultural preservation, and inclusive tourism.
In his keynote address, Dr Simplicious Gessa, Head of Public Relations at UTB, urged journalists to become ambassadors of responsible tourism.
“Sustainable tourism reporting is not just about protecting the environment; it is about telling stories that inspire care for our heritage and ensure tourism benefits local communities,” he said.
Gessa stressed the importance of not only highlighting Uganda’s natural beauty but also examining how tourism revenues are distributed, and the financial challenges currently facing the sector.
“Tourism must benefit the communities that host tourist attractions. By law, 20 percent of the revenue generated from tourism areas is meant to go back to the surrounding communities. As journalists, you must monitor whether this is happening, and if not, ask the right questions,” he added.
He clarified that while the Uganda Wildlife Authority [UWA] manages protected areas and is responsible for disbursing community benefits, UTB’s role is focused on promoting tourist destinations and supporting the sector’s growth.
Gessa also raised concerns over severe budget cuts to the UTB, revealing its funding had been reduced from Shs 22 billion to just Shs 11 billion, a major blow to local and international tourism promotion efforts.
“Your presence here shows that journalism is alive. With this training and support, it can help change the narrative around sustainable tourism in Uganda,” he noted.
Zipporah Njeri, a journalist with Elgon FM in Mbale City, thanked UTB for organising the workshop, noting that it had equipped her with more practical skills for tourism reporting.
“We’ve learned that as journalists, we can make a difference by amplifying community voices, especially on issues such as revenue sharing, access to tourism opportunities, and cultural respect,” she said.
Faizal Mauba, a correspondent for Baba TV in the eastern region, appreciated the emphasis on visual storytelling during the training. He shared plans to begin producing features on hidden tourism gems in the Mount Elgon region while addressing the threats they face.
“People don’t care enough about conserving nature. Our stories should make them care,” he said.
David Wandeka, an NTV correspondent based in Mbale City, called for sustained collaboration between UTB and regional journalists to promote conservation.
“With support, we can create high-impact stories that promote domestic tourism and highlight the often-ignored conservation issues,” he noted.
Dr John Baptist Imokola, a lecturer in Journalism and Communication at Makerere University, commended the active participation and enthusiasm of the journalists.
“This is one of the most engaging journalist groups we’ve worked with. Your curiosity, local knowledge, and community commitment give us hope that the media can lead the change in how Uganda tells its tourism story,” he said.
At the close of the workshop, participants signed a commitment to promote ethical, inclusive, and sustainability-focused journalism in their reporting. They pledged to amplify local voices, highlight community tourism initiatives, and monitor whether tourism benefits are reaching the intended communities.
UTB pledged to maintain open lines of communication with journalists, explore avenues for story support, and encourage continuous professional development in tourism reporting.
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