East Africa has a new regional beauty pageant aimed at using the competition to promote tourism, culture and heritage across participating countries.
The first Miss Tourism East Africa grand finale was held at Kampala Marriott Hotel, bringing together 21 contestants from Uganda, Kenya, Tanzania, Rwanda, Burundi, South Sudan and Zanzibar.
Kenya’s Zamzam Godana Golicha was crowned the inaugural Miss Tourism East Africa, while Uganda’s Shakirah Okoobah finished as first runner-up. South Sudan’s Lilly Akule and Kenya’s Cynthia Njeri Wanyoike completed the top four.
However, organisers say the pageant is intended to be more than a beauty competition, with tourism promotion at the centre of the initiative.
During their time in Uganda, the contestants visited cultural and heritage sites, including the Kasubi Tombs, and took part in activities showcasing East African food, music and traditions.
The organisers also plan to rotate the hosting of future editions among East African countries. This would give each participating country an opportunity to showcase its tourism attractions, culture and heritage to audiences from across the region.
The winner will also be expected to use her position to promote tourism destinations and experiences across East Africa during her reign.
The Kampala finale featured stage and event production by MASROB Events Production, which handled the sound, stage and overall setup at the Kampala Marriott Hotel.
The event was supported by the Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board and Kampala Marriott Hotel, according to the organisers.
Golicha received Shs40 million as the winner’s cash prize, with organisers choosing a cash award instead of a vehicle.
For Uganda, hosting the inaugural edition provided an opportunity to place its tourism attractions and cultural heritage before contestants and visitors from across the region.
Future editions will give other participating countries a similar opportunity if the hosting is rotated as planned.
With the first crown now awarded, the organisers will have to build on the inaugural event and maintain the tourism and cultural activities around the pageant throughout the year.
The success of the initiative will ultimately depend on whether Miss Tourism East Africa can grow beyond its annual finale and become a sustained platform for promoting East Africa’s destinations, cultures and regional connections.
