Cultural diplomacy and tourism promotion in Uganda, a case of Uganda National Cultural Center

Abstract

This study explores the contribution of cultural diplomacy to tourism promotion in Uganda, with a specific focus on the Uganda National Cultural Centre (UNCC). Recognizing the growing role of culture as a soft power tool in international relations and national branding, the research examines how cultural diplomacy initiatives influence Uganda’s global image and attract tourism. Guided by Soft Power Theory and Social Exchange Theory, the study adopts a qualitative case study approach to investigate the strategies, activities, and stakeholder perceptions surrounding UNCC’s role in cultural tourism development. Primary data was collected through interviews, focus group discussions, and observations involving stakeholders such as UNCC officials, cultural practitioners, tourism operators, policymaker’s, and international visitors. Findings reveal that the UNCC serves as a central institution in preserving and promoting Uganda’s cultural heritage through performances, exhibitions’, international exchanges, and festivals, which enhance destination branding and attract both domestic and international tourists’. However, the study also highlights challenges including limited funding, weak inter-institutional coordination, and underutilization of digital platforms in cultural diplomacy. The research concludes that while UNCC plays a significant role in tourism promotion through cultural diplomacy, greater institutional support, strategic partnerships, and stakeholder engagement are essential for maximizing its impact. The study offers valuable insights for policymakers, tourism and cultural institutions, and development partners on how to harness cultural diplomacy for sustainable tourism development and international engagement. It further contributes to the academic discourse on the intersection between culture and tourism in Africa and provides a foundation for future research in this field.