DOI: 10.11648/j.ijes.20261001.12 ISSN: 2578-9562

Cultural Diplomacy and Tourism Promotion: The Role of Uganda National Cultural Centre in Heritage Diplomacy

Katumba Isaac
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This study explores the contribution of cultural diplomacy to tourism promotion in Uganda, with specific focus on the Uganda National Cultural Centre (UNCC). Recognizing the growing role of culture as a soft power tool in international relations and destination branding, the research examines how cultural diplomacy initiatives influence Uganda's global image and attract tourism. Guided by Soft Power Theory and Social Exchange Theory, the study adopts a qualitative case study approach to investigate the strategies, activities, and stakeholder perceptions surrounding UNCC's role in cultural tourism development. Primary data was collected through in-depth interviews, focus group discussions, and participant observations involving 45 stakeholders including UNCC officials, cultural practitioners, tourism operators, policymakers, and international visitors. Findings reveal that UNCC serves as Uganda's primary cultural heritage ambassador, employing multi-faceted strategies including performance-based diplomacy, international cultural exchanges, and digital engagement to promote cultural tourism. However, the study highlights significant challenges including limited funding, weak inter-institutional coordination, inadequate infrastructure, and insufficient utilization of digital platforms. The research concludes that while UNCC plays a crucial role in tourism promotion through cultural diplomacy, greater institutional support, strategic partnerships, enhanced capacity building, and stakeholder engagement are essential for maximizing its impact. The study offers valuable insights for policymakers, tourism and cultural institutions, and development partners on harnessing cultural diplomacy for sustainable tourism development and international engagement in African contexts.

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