By Beatrice Nakibuuka
With a vibrant culture and a growing middle class, the country is witnessing an unprecedented boom in events ranging from corporate gatherings to lavish weddings and cultural festivals.
Traditionally, weddings and introduction ceremonies were reserved for weekends, but trends have shifted, and any day can now be a celebration day. Events management frequently depends on local service providers, including florists, caterers, and equipment rental companies. This dynamic fosters entrepreneurship and supports small businesses, creating a ripple effect throughout the local economy.
Beyond economic benefits, events such as conferences, festivals, and cultural celebrations attract both local and international tourists. This influx of visitors boosts the hospitality industry.
A thriving market
In recent years, Uganda’s events management sector has grown into a multi-billion-shilling industry. According to industry reports, the market has expanded by over 30 per cent annually, driven by increasing demand for professional event planning services. Businesses are realising the value of creating memorable experiences for clients and employees, pushing them to invest in high-quality events.
“Events are no longer just gatherings; they’re strategic opportunities for branding and engagement,” says Sarah Nankunda, an events manager in Kampala.
“Our clients want experiences that resonate with their audiences and create lasting memories,” she adds.
Evolving trends
Uganda’s events planning industry is rapidly evolving, shaped by both global trends and local cultural dynamics. Several trends define this growth, underscoring the industry’s dynamic nature as it adapts to shifting consumer preferences, technological advancements, and global best practices.
One notable trend is the rise of hybrid and virtual events, especially in the aftermath of Covid-19. Organisers are now using online platforms to reach wider audiences while still hosting in-person elements, making events more accessible.
Incorporating local culture into event designs has also gained popularity. Showcasing Ugandan music, art, and cuisine enhances the authenticity of events while promoting local artists and businesses.
The use of technology in event planning is on the rise, with software for event management, mobile apps for guest engagement, and advanced audiovisual setups becoming standard. Social media platforms are also leveraged for marketing and live event coverage, expanding reach and engagement.
Post-pandemic, health and safety protocols remain a priority. Event planners have adopted measures like social distancing, sanitisation stations, and contactless registration to ensure the safety of guests.
Corporate events such as conferences, product launches, and team-building retreats are also on the rise. Businesses recognise the value of these events in strengthening team cohesion and branding efforts, leading to an increase in professionalism and engagement at corporate gatherings.
Experiential marketing is another growing trend, with brands using events to create memorable interactions with target audiences. Engaging activities, interactive booths, and immersive experiences are becoming more common in Ugandan events.
As the industry matures, there is a growing push for higher standards of professionalism. Event planning courses and workshops are gaining traction, creating a new generation of skilled planners who are setting new benchmarks in the industry.
Challenges in the industry
Despite its growth, the events management business in Uganda faces several challenges. These include adapting to lingering effects of the Covid-19 pandemic, rising operational costs, and the changing expectations of consumers.
“The pandemic taught us to be adaptable,” Nankunda says, adding “We’ve had to pivot our strategies and embrace technology, incorporating virtual and hybrid events to reach wider audiences.”
Economic challenges, such as inflation and currency instability, have led to tighter event budgets. As companies and individuals cut back on spending, event planners are forced to manage their costs more effectively.
Infrastructure remains another key challenge. While urban areas are developing, there are still gaps in reliable venues, transportation, and technology, which can limit the scale and quality of events. In addition, the industry is becoming more competitive, with new event planners entering the market and increasing pressure to differentiate services while maintaining quality and controlling costs.
There is also a need for more trained professionals in the events management sector. A lack of skilled personnel can hinder the quality and innovation required to meet client expectations.
Embracing technology
In response to these challenges, many Ugandan event management firms are turning to technology to enhance their services. Virtual reality experiences, live streaming, and interactive online platforms are becoming commonplace, allowing clients to engage both in-person and remote audiences.
Social media is proving invaluable for marketing and audience engagement. Platforms like Facebook, Instagram, and TikTok are helping event planners showcase their work, attract new clients, and engage audiences more effectively.
Cultural significance
Uganda’s rich cultural heritage plays a vital role in shaping the events management sector. Traditional ceremonies, music festivals, and cultural exhibitions not only celebrate local customs but also attract international attention. Event planners are increasingly incorporating Ugandan themes, showcasing local artists and traditions to create more authentic and engaging experiences.
“Promoting our culture through events supports local artists and strengthens community bonds,” Nankunda explains. “It’s a way of telling our story to the world.”
