Uganda’s tourism sector celebrated excellence and legacy on November 22, 2025, as H.E. Ambassador Paul Mukumbya was crowned Tourism Ambassador of the Year at the Ekkula Sustainable Tourism Awards 2025, held at the Sheraton Hotel in Kampala.
The prestigious awards ceremony marked the climax of the annual Ekkula Sustainable Tourism Festival, organised by Africa Tourism and Environment Initiatives (ATEI), an event dedicated to recognising outstanding contributions to sustainable tourism, conservation, cultural preservation, and community empowerment. The name Ekkula, meaning “pearl” in Luganda, reflects Uganda’s identity as the Pearl of Africa.
Ambassador Mukumbya received a standing ovation for what organisers described as a career defined by visionary leadership, bold destination promotion, and transformative regional initiatives. Among his flagship contributions is the Uganda–Kenya Coast Tourism Corridor, a cross-border initiative credited with strengthening regional tourism integration and expanding Uganda’s visibility in international markets.
“A standing ovation for a legacy well served,” read a citation shared by Davy Cinematography, capturing the mood of the evening. “Through visionary leadership and high-impact initiatives, he did not just represent Uganda — he elevated it.”
The recognition celebrates Ambassador Mukumbya’s role in positioning Uganda as a competitive and sustainable tourism destination, while mentoring a new generation of tourism leaders. Speakers at the ceremony noted that his work has left “footprints that will guide generations,” as he transitions into a new chapter of public service.
The 2025 Ekkula Awards also paid tribute to global conservation icons and emerging champions across the tourism value chain. A special posthumous recognition award was presented in honour of Dr Jane Goodall for her lifelong contribution to wildlife conservation, received on her behalf by James Byamukama, Executive Director of the Jane Goodall Institute Uganda.
Other notable winners included Evelyn Habasa as Woman Champion of Sustainable Tourism, Ibrahim Kayondo as Sustainable Tourism Youth Champion, and Jackline Nanteza as Rising Woman of Sustainable Tourism. Hospitality and aviation excellence were recognised, with Tabebuia Spa & Safari Resort named Sustainable Eco Lodge of the Year, while Brussels Airlines and Ethiopian Airlines won awards for sustainable business and economy class services, respectively.
The multi-day festival featured exhibitions, cultural performances, and the premiere of Uganda’s first tourism anthem, “Uganda Ekkula,” underscoring the country’s growing emphasis on responsible and inclusive tourism development. The event was supported by partners including ENABEL Uganda.
