In a bold and refreshing shift in Uganda’s tourism strategy, entertainment tourism is taking center stage.
At the forefront of this movement is Africa One Tours and Travel, through its lifestyle and entertainment brand Safari Beats, which is introducing a one-of-a-kind musical and cultural experience this December.
Uganda is set to host Jamaican dancehall queen Spice real name Grace Latoya Hamilton in a landmark performance at the Lugogo Cricket Oval on December 6th.
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This isn’t just another music concert. It’s the launch of an immersive cultural exchange designed to position Uganda as a vibrant hub for entertainment tourism, connecting music, culture, and travel.
Spice’s visit will span several days, starting with her arrival on December 2nd, and will include visits to some of Buganda Kingdom’s most iconic cultural and historical sites.
According to Owek. Dr. Anthony Wamala, Minister of Culture and Palaces in the Buganda Kingdom, the excitement around Spice’s visit goes beyond the music.
“Her visit is not just entertaining, but a way for her to experience Uganda and Buganda as a whole. It’s an opportunity to open up our tourism sector to the world,” said Wamala.
Spice will visit the Lubiri, Kabaka’s Lake, Kasubi Tombs, and more. A special luncheon will be hosted in her honor by the Katikkiro on December 7th, followed by a trip to Ziwa Rhino Sanctuary, where she will name a rhino a symbolic gesture tied to a $10,000 donation towards rhino conservation.
She’ll also travel to Pineapple Bay in Luweero, and later to Murchison Falls National Park, where she will engage in business-to-business tourism exchanges, a meet-and-greet party at Entikko Safari Lodge, and a game drive.
Her itinerary also includes a breakfast performance with the traditional Mubako Band, showcasing Uganda’s rich musical heritage.
Paula Nahamya Mwesigwa, CEO of Safari Beats, emphasized that the initiative marks a shift in how tourism is marketed.
“Our new product is Safari Beats, and our focus is on entertainment tourism. Spice’s visit is more than a performance it’s a platform to showcase Uganda’s beauty, culture, and hospitality to the world,” she said.
With 18 years of experience, Africa One Tours and Travel is rebranding tourism as an experience-driven venture, using music and entertainment to drive local and international traffic to Uganda’s attractions.
The event is also deeply rooted in conservation and legacy. A portion of the concert proceeds will support the relocation of 17 rhino calves to Ajae Game Reserve, a critical move in rhino conservation efforts.
Spice’s participation in rhino naming also underscores the integration of tourism with wildlife protection.
Additionally, proceeds will go towards supporting the family of the late DJ Bushbaby, one of the creative forces behind the Safari Beats concept.
Artists and fans will also pay tribute to his legacy by visiting his resting place.
Spice will perform alongside Uganda’s top female artists, including Winnie Nwagi, Cinderella Sanyu, and Sheebah a celebration of talent, culture, and female empowerment in music.
According to Eric Malinga, Brand Manager for Nile Special, the event is more than a concert:
“It’s a celebration of exceptional talent and cultural connection. Music and tourism are linked — and that’s the excellence we stand for.”
Spice will be officially hosted at Mestil Hotel, which has promised top-tier hospitality and comfort.
Meanwhile, Entikko Safari Lodge is preparing a bespoke wilderness experience to ensure her stay at Murchison Falls becomes unforgettable.
“We are doing something different, something that makes you want to return to Uganda again and again,” said Sonia from Entikko.
Ugandan DJs, city guides, and cultural influencers will also engage with a visiting team of Jamaican DJs, giving them a firsthand experience of Kampala’s nightlife, local cuisine, and vibrant street culture.
In support of this initiative, Uganda Airlines is offering special travel discounts for fans and tourists attending the show.
Daniel Irunga from the Ministry of Wildlife, Tourism and Antiquities (MWTA) stated:
“This isn’t just a show. There’s a full itinerary of tourism promotion a visit to Namugongo, lunches at the Lubiri, and much more. It’s all about telling the world how beautiful Uganda is.”
According to SP Agaba Sheridon, security will be tight and fully coordinated for all public and private appearances made by Spice.
Adequate deployment will ensure safety at all events and travel sites.
With the launch of Safari Beats, Uganda is boldly stepping into the space of experience-driven tourism.
By combining the universal appeal of music with the richness of local culture and natural beauty, Uganda is redefining how it markets itself to the world.
This December, all roads lead to Kampala. But beyond the stage lights and booming basslines, lies a deeper story: one where music meets meaning, and entertainment becomes a gateway to national pride, conservation, and global visibility.
