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OPINION By Najib Nsubuga More than one million participants endured the early morning rain shower and took part in the 12th anniversary of the yearly Kabaka Birthday Run (KBR), alongside His Majesty Kabaka Ronald Muwenda Mutebi II. The race organized primarily to commemorate Kabaka’s birthday has increasingly evolved into the largest social gathering in the nation. Kabaka cleverly uses this event to garner backing for various social causes, particularly promoting awareness and combating diseases.
This year’s event, leveraging his position as a UNAIDS goodwill ambassador, emphasized the importance of men taking action to secure better health outcomes. It aimed at shielding young girls from HIV/AIDS, with the overarching goal of eradicating the disease by 2030.
Nonetheless, it's important to recognize that for those taking part, the event transcends being just a social initiative; instead, they view it as a platform to honor the vibrant Baganda culture and history via musical performances and dances. It’s also considered an enjoyable gathering for fellow citizens, a perfect family outing, and a way to strengthen their connection to their origins, including possibly catching sight of the Kakaba.
Yet, beneath the cultural, social, and celebratory importance of the KBR lies an untapped potential for Ugandan tourism. Through harnessing its distinctive mix of cultural legacy, historic landmarks, and vibrant festivities, the Kabaka Birthday Run could attract numerous international tourists. Despite minimal domestic promotion, the race has drawn participants not only from within Uganda but also from abroad on multiple instances. On the day of the event, I encountered three young women from Kenya who had come specifically to take part in this initiative.
Even though this increasingly popular run attracts both locals (not limited to Bagandans) and features elaborate celebrations, it still remains mostly unrecognized and sparsely frequented by an international audience. This presents a lost chance because the event possesses every element needed to turn it into a significant tourist draw.
In terms of its origin, the KBR addresses a global challenge: raising awareness and uniting efforts to eradicate HIV/AIDS by 2030. Combating AIDS is a central objective on the worldwide platform of the United Nations via UNAIDS, and initiatives in this area hold the potential to draw support from advocates globally.
Secondly, due to its inherent design, the KBR route allows participants to discover the city’s key landmarks, cultural hubs, and historic locations. This path winds through significant spots such as the Kabaka's Palace, the culturally rich Kabakanjagala Road, Bulange Chambers, Namirembe Cathedral, Kasubi Royal Tombs, the Kabaka’s Lake, Makerere University, the Golf Course, Kololo Independence Park, and the Gaddafi Mosque, amongst others.
In addition to monuments, the participants get the chance to experience Kampala city life that includes the delicacies and cuisine, the music and dances, the bars and eating points, the traffic flows with bodabodas jostling through every available space, the free connection with others and interaction with the city’s highs and lows.
As a regular participant, I can attest to the fact that at some point, the revelers forget the cause and instead exploit the opportunity to enjoy themselves to the fullest. I have seen a good number taking pride in their clan's totem sculptures on Kabakanjagala road, others dancing to random tunes, others mesmerized by the entertainment from highly trained dogs and others taking pictures at each monument they come across.
All that makes Imagine a scenario where the Kabaka Birthday Run is marketed and promoted as a premier tourism event, attracting visitors from around the world. The event could be packaged with other tourism products, such as cultural tours, walking city tours, accommodation packages, and local cuisine, to create a unique and unforgettable experience for tourists.
The benefits of promoting the Kabaka Birthday Run as a tourism event are numerous. Firstly, it would provide a much-needed boost to the local economy, as tourists would inject money into the local businesses and communities. Secondly, it would promote cultural exchange and understanding, as tourists would have the opportunity to experience the rich cultural heritage of Buganda. Finally, it would enhance Uganda's reputation as a tourism destination, showcasing the country's unique cultural and natural attractions.
However, to achieve this vision, there needs to be a concerted effort from all stakeholders, including the Buganda Kingdom, the Uganda Tourism Board, the Ministry of Tourism, Kampala Capital City Authority and other key tourism players. This would involve investing in marketing and promotion, infrastructure development, and product development.
I believe that anyone in the tourism industry can easily see the potential of developing the KBR beyond just a local event, but a premium tourism product that can be sold to the international community. This will unlock its potential and reap the economic, cultural, and social benefits that come with it. It is time for us to wake up to this opportunity and work together to make the Kabaka Birthday Run a major tourism event in Uganda that is deeply rooted in our moral and cultural values.
The writer is the Chief Executive Officer, Buganda Heritage & Tourism Board
Provided by SyndiGate Media Inc. ( Syndigate.info ).
