A new regional beauty pageant has brought together young women from across East Africa in an initiative that seeks to combine beauty, cultural representation and tourism promotion.
The first Miss Tourism East Africa Grand Finale was held in Kampala, attracting 21 contestants from Uganda, Kenya, Tanzania, Rwanda, Burundi, South Sudan and Zanzibar.
Kenyan contestant Zamzam Godana Golicha made history by becoming the inaugural Miss Tourism East Africa. Uganda’s Shakirah Okoobah was named first runner-up, while South Sudan’s Lilly Akule and Kenya’s Cynthia Njeri Wanyoike were placed among the top four.
The competition was designed to give contestants an opportunity to represent not only themselves but also the tourism and cultural identity of their respective countries.
Before the grand finale, the contestants took part in activities that exposed them to Uganda’s cultural heritage. Among the sites visited was the Kasubi Tombs, while other engagements highlighted regional cuisine, music and cultural traditions.
The organisers’ plans for future editions could give the pageant an even broader regional footprint, with different East African countries potentially taking turns to host the competition.
A rotating host arrangement would allow each participating country to use the event as an opportunity to showcase its tourism attractions, cultural heritage and hospitality while bringing visitors and participants from other parts of the region.
The Kampala finale also demonstrated the importance of production in presenting a regional event to its audience. MASROB Events Production provided the stage, sound and overall event setup at Kampala Marriott Hotel, supporting the presentations, performances and crowning ceremony.
The event was backed by the Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board and Kampala Marriott Hotel, according to the organisers.
As part of the inaugural competition, the winner was awarded Shs40 million in cash rather than a vehicle, giving Godana the first Miss Tourism East Africa title and the platform that comes with it.
Godana brings previous pageant experience to the new regional role. She had won Miss Tourism Kenya in 2025 before representing Kenya at the Miss Tourism Africa International finals in Nigeria.
For the organisers, the first Kampala edition provides a foundation on which to build the competition into a wider East African platform.
The future of the initiative will depend on how effectively the organisers and participating countries maintain the tourism, cultural and promotional activities associated with the title between editions.
For now, the first Miss Tourism East Africa has established a new regional pageant that brings together contestants, cultures and tourism ambitions from across East Africa.
