The role of events and festivals in destination development and promotion in Uganda:

Abstract

This study explores the role of events and festivals in destination development and promotion in Uganda. The objectives were to understand the contributions of imbalu cultural events and festivals, the challenges faced in organizing these events, and the tourism promotion strategies employed to promote them. Data was collected using a descriptive cross-sectional survey, with a sample of 50 and 44 participants. The data was analysed using SPSS and qualitative statistical techniques. The findings were based on different objectives, and the study recommended implementing risk management strategies, contingency plans, training for event organizers, and establishing a feedback loop with participants and local communities to identify and address challenges proactively. The data was presented using tables, correlation and regression results, and bio data. The findings provide valuable insights into the challenges faced in organizing and promoting cultural events in Uganda.