Kabaka Birthday Run: A potential giant of Ugandan tourism

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OPINION

By Najib Nsubuga

Over ten hundred thousand revelers braved the early morning downpour and joined His Majesty Kabaka Ronald Muwenda Mutebi II, for the 12th edition of the annual Kabaka Birthday Run (KBR).

The run organised majorly to celebrate Kabaka’s birthday has steadily grown to become the biggest social event in the country. The Kabaka strategically employs the run to rally support for different social issues, especially advocacy against diseases.

This year's edition, anchored in his UNAIDS goodwill ambassadorial role, highlighted the need for men to take heed to ensure good health, protecting the girl child against HIV/AIDS with the ultimate agenda of ending the scourge by 2030.

It should however be noted that to the participants, the run goes beyond a social cause and is seen as an opportunity to celebrate the rich Ganda cultural and historical heritage through music and dance, a fun-filled get-together for compatriots, a family day out and an opportunity to directly connect to the roots with a chance of seeing the Kakaba. 

However, beyond the cultural, social and festive significance of the KBR, lies a sleeping giant of Ugandan tourism. By leveraging its unique blend of cultural heritage, historical sites, and buzzing entertainment, the Kabaka Birthday Run can draw thousands of visitors from all over the world. With the limited local promotional efforts, the run has on several occasions featured some non-Ugandan residents and non-residents. During the Sunday event, I came across three young Kenyan ladies who travelled to be part of the cause.

Despite the run’s growing popularity among locals (not just Baganda), and with its pompous merrymaking, the event remains largely unknown and barely attended by the international community. This is a missed opportunity, since the event has all the ingredients to become a major tourism attraction.

By its cause, the KBR touches an international issue of creating awareness and consolidating efforts to end HIV/AIDS by 2030. The fight to end AIDS is key on the international agenda of the United Nations through UNAIDS, and any efforts in this cause have the capacity of attracting other advocates from around the world.

Secondly, by its nature, the KBR route offers the participants an opportunity to explore the city's major monuments, cultural and historical sites. The route passing through the Kabaka's palace, the Kabakanjagala road with its cultural & tourism significance, Bulange House, Namirembe Cathedral, Kasubi Royal Tombs, the Kabaka’s Lake, Makerere University, the Golf Course, Kololo Independence Park and Gaddafi Mosque among 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