Uganda’s bid to reposition itself as a leading tourism and cultural destination took centre stage on Saturday evening as diplomats, creatives, and tourism stakeholders gathered in Kampala for the national premiere of Back to the Source – The Nile, a documentary built around the country’s iconic river and identity.
The film is spearheaded by Uganda’s Consul General in Guangzhou, Ambassador Judith “Juju” Nsababera, and directed by acclaimed Ugandan filmmaker Derrick Ssenyonyi, who has both described the production as a new chapter in Uganda’s tourism diplomacy.
Speaking at the premiere, Ambassador Nsababera said the documentary goes beyond destination marketing and instead tells a deeply personal and national story.
“Tonight is more than a film screening. It is a homecoming. A rediscovery. A moment of truth for me as a person and for us as a nation,” she said.
The ambassador revealed that the film draws from her own childhood trauma after surviving a near-drowning incident at the age of 13, a fear she confronts by rafting the River Nile for the first time.
“This documentary began with a fear I have carried since I was thirteen years old… But the Nile, our Nile, kept calling me home,” Nsababera said.
The documentary follows her journey across some of Uganda’s major tourism sites, including Jinja, Bwindi, Kisoro, Lake Mburo, Mbarara and Kampala, weaving together wildlife, heritage and culture into what officials describe as a tourism diplomacy tool.
Film director Derrick Ssenyonyi said the production was intentionally designed to move away from traditional tourism films.
“We wanted to show a story that resonates beyond tourism — something emotional, meaningful and visually unforgettable,” Ssenyonyi said.
He added that the focus was not only on destinations, but on the people who define Uganda’s story.
“This film covers different regions of Uganda. But more importantly, it covers the heart of Uganda — our people,” he said.
The documentary first premiered in Guangzhou, China, where it attracted over 300 guests, including diplomats, Chinese tour operators, and media personalities, as Uganda seeks to deepen tourism ties with Asian markets.
Officials from the Ugandan Consulate in Guangzhou said the film forms part of a broader strategy to strengthen cultural diplomacy and boost tourism inflows from China.
Nsababera said the country wants to present itself as more than just a scenic destination.
“Uganda is not simply a destination; it is an emotion. A rising promise. A country ready to be seen,” she said.
The Kampala premiere is expected to kickstart a wider national and international screening campaign as Uganda leverages film and storytelling to market its tourism potential.
