Uganda Unveils Safari Beats: Experience-Driven Tourism Takes Center Stage with Music and Culture
Uganda is boldly redefining its tourism narrative by embracing entertainment tourism as a core pillar of its destination strategy. This December, the spotlight will shine on Kampala as Africa One Tours and Travel, through its innovative brand Safari Beats, ushers in a new era that seamlessly blends music, cultural immersion, and wildlife conservation. The headline event: an electrifying performance by Jamaican dancehall superstar Spice, set for December 6th at the iconic Lugogo Cricket Oval.
This initiative is anything but an ordinary concert. Safari Beats is positioning itself as a game-changing cultural exchange, unveiling Uganda as a vibrant hub for entertainment tourism. Spice’s multi-day visit, beginning December 2nd, is carefully curated to showcase the country’s rich heritage and natural allure—taking her from the royal palaces of the Buganda Kingdom to the wild beauty of Murchison Falls National Park.
Her itinerary is a masterclass in experiential travel. Spice will explore the Lubiri, marvel at Kabaka's Lake, and pay her respects at the Kasubi Tombs, all while engaging with local dignitaries and community leaders. A highlight will be a special luncheon hosted in her honour by the Katikkiro on December 7th, followed by a conservation-focused journey to Ziwa Rhino Sanctuary. There, she will participate in a symbolic rhino naming ceremony, accompanied by a \$10,000 donation for rhino conservation. This underscores the event’s commitment to blending tourism promotion with tangible support for wildlife protection.
Spice’s tour also includes an excursion to Pineapple Bay in Luweero and a memorable stay at Murchison Falls National Park, where the artist will take part in business-to-business tourism exchanges, a meet-and-greet party at Entikko Safari Lodge, and a classic game drive. Cultural immersion continues with a breakfast performance alongside the traditional Mubako Band, immersing visitors in Uganda’s distinctive musical heritage.
Paula Nahamya Mwesigwa, CEO of Safari Beats, emphasized the strategic shift: “Our new product is Safari Beats, and our focus is on entertainment tourism. Spice’s visit is more than a performance—it’s a platform to showcase Uganda’s beauty, culture, and hospitality to the world.” With nearly two decades of industry expertise, Africa One Tours and Travel is pioneering a movement where music and cultural storytelling drive both local and international traffic to Uganda’s renowned attractions.
In a further nod to conservation, a portion of concert proceeds will facilitate the relocation of 17 rhino calves to Ajae Game Reserve, supporting ongoing efforts to safeguard Uganda’s rhino population. Spice’s hands-on involvement in rhino naming highlights the integration of celebrity-driven tourism with meaningful legacy projects.
The event also stands as a tribute to the late DJ Bushbaby, a visionary behind Safari Beats. Proceeds will support his family, and artists and fans will honour his memory by visiting his resting place—infusing the celebration with a sense of purpose and community.
Safari Beats is committed to empowering local talent and promoting female leadership within the arts. Spice will share the stage with some of Uganda’s top female performers, including Winnie Nwagi, Cinderella Sanyu, and Sheebah, in a powerful showcase of artistic excellence and cultural pride. According to Eric Malinga, Brand Manager for Nile Special, “It’s a celebration of exceptional talent and cultural connection. Music and tourism are linked—and that’s the excellence we stand for.”
Hospitality partners are also stepping up. Mestil Hotel is preparing a premium hosting experience for Spice, while Entikko Safari Lodge is curating bespoke wilderness adventures to ensure her stay at Murchison Falls is unforgettable. Sonia from Entikko captured the ambition: “We are doing something different, something that makes you want to return to Uganda again and again.”
The experience extends beyond the headliner. Ugandan DJs, city guides, and cultural influencers will collaborate with visiting Jamaican DJs, offering an authentic taste of Kampala’s nightlife, cuisine, and street culture. Uganda Airlines is also supporting the initiative with exclusive travel discounts for fans and tourists, ensuring access and affordability for all attendees.
This meticulously planned event has the backing of the Ministry of Wildlife, Tourism and Antiquities. Daniel Irunga highlights, “There’s a full itinerary of tourism promotion—a visit to Namugongo, lunches at the Lubiri, and much more. It’s all about telling the world how beautiful Uganda is.” Security will be a top priority, with coordinated measures in place for all public and private appearances to ensure safety at every turn.
With the launch of Safari Beats, Uganda is boldly championing experience-driven tourism. By fusing the universal language of music with the nation’s cultural depth and natural wonders, the country is offering a fresh product for African and global travel professionals to promote. December’s festivities are just the beginning. Uganda’s innovative approach is poised to inspire the continent, proving that entertainment, conservation, and community can unite to create a tourism experience with lasting impact and worldwide appeal.
