Zari-mania: the case for non-animalized tourism

By Denis Jjuuko

When the ministry of Tourism appointed socialite Zari as one of its domestic tourism ambassadors, social media went gaga. The appointment easily became polarizing as many people believed she was the right person while others thought she wasn’t.

I think the arguments depended on people’s perception of who she is. And probably that’s where the ministry would have done a little bit more to get the best out of her.
Uganda’s tourism is skewed more towards national parks or what is commonly known as the safari. There is more to Uganda’s tourism than national parks and gorillas. I will advance the perception of who I think Zari is a little bit further. She is a socialite and, therefore, her claim to fame is in glamour and entertainment. She became famous for driving fancy cars and throwing popular parties in Kampala’s A-list nightclubs.

A few months ago, she wound up her annual flagship event — the All-White party —to recast herself as a role model. Granted her change of course, but her legion of fans remain the people who will do anything to be at a party marketed and dubbed as the biggest and most glamorous event in town with her as the super-duper, beautiful elegant host-in-chief. She stands out in an environment like that.

In the national park pictures that I saw on social media, though very popular with many likes and shares, Zari looked mostly lost. The environment wasn’t conducive for her. She wore safari boots and a cap, perhaps to protect her hair. In other images, she tied a sweater around her waist, which can easily be misinterpreted as tiredness. Zari is meant to portray the glamorous magazine-cover person that she probably is, not the girl in the bush protected by counter-terrorism unit soldiers armed to teeth. The government Land Cruiser she cruises in isn’t her thing. Her thing is a super car or the latest European-made SUV.

So, the ministry of Tourism and the tourism promoters should have looked at her core competence and concentrated on that to achieve their agenda (this doesn’t necessarily mean they didn’t achieve their agenda, it simply means there was more). Imagine the results if Zari promoted a crazy theme party in Ssese islands. She would start by arriving at a presser in a fancy 2018 model car, step out in stilettos with fake hair that touches her backside, walk on the red carpet holding a bottle of gin made in Port Bell with party photographers documenting every step she takes. Regaled with decorative lighting in the background, she would instantly turn Ssese into the most-talked-about island online. Her thousands of fans would be watching live on Facebook and Twitter and instant photos being shared on Instagram. Then she would announce: ‘it is time to visit Ssese Islands to see our beautiful country.’ The islands would have many people booking or putting Ssese on their bucket list. Investors would see the potential of Ssese Islands and build the necessary facilities there. Lake Victoria would cease being as idle as it is today. Many jobs would be created.

Back to the Ssese party, the next few days would involve showcasing the boat she would use to Ssese and encourage others to find their way to the island. However, the party would start somewhere in Entebbe and continue on the boat to Ssese. The ministry would then be running a campaign of how beautiful Ssese is and why people should spend their weekends and holidays there.

Ssese fits into her lifestyle where thousands of her fans would love to go but at the moment many are not aware. Our tourism shouldn’t be just about the big cats and primates.

Alternatively, Kampala is the most ‘happening’ city in East Africa. Streets like Acacia [John Babiiha] in Kololo, Bandali Rise in Bugoloobi and many other places are becoming famous for entertainment. Offices and residences are being replaced with bars and restaurants. The likes of Zari can actually market Kampala’s nightlife as better than any other in East Africa. Kampala can be showcased as the city where the party doesn’t stop and, indeed, it doesn’t stop. People can come from all over to be part of Kampala’s nightlife. Zari can be a better ambassador on such efforts. And it is also tourism.

Some streets like Bandali can easily be turned into areas where 24-hour entertainment is permitted to provide the kind of entertainment that would ensure people come to enjoy their holidays.

There would be more conferences here as well. International delegates love cities that provide more than just rooms with table microphones and swivel chairs. They love experiencing other stuff. Kampala has that advantage already. So, tourists, especially the kind of who may not find driving to national parks fancy, would be lured to just end their visits in Kampala and Ssese. At the moment we don’t seem to be focusing on this low-hanging fruit. Nightlife tourism can be as lucrative for the country as the animalized safaris.

The writer is a communication and visibility consultant. djjuuko@gmail.com

*Zari on her tour of Uganda’s attractions