The inaugural Miss Tourism East Africa Grand Finale brought together beauty, culture and tourism in Kampala on Saturday, with 21 contestants from across the region competing for the first regional crown.
Held at the Kampala Marriott Hotel, the pageant attracted contestants representing Uganda, Kenya, Tanzania, Rwanda, Burundi, South Sudan and Zanzibar, in a competition that sought to promote East Africa's destinations and cultural heritage through young women.
Kenya's Zamzam Godana Golicha was crowned the first Miss Tourism East Africa, while Uganda's Shakirah Okoobah emerged first runner-up. South Sudan's Lilly Akule and Kenya's Cynthia Njeri Wanyoike completed the top four.
The event also provided a platform for contestants to experience and promote the region's cultural diversity. Before the finale, the delegates took part in cultural and heritage activities in Uganda, including a visit to the Kasubi Tombs, where they were introduced to the history, traditions and cultural institutions of Buganda.
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The activities formed part of the wider objectives of the pageant, which seeks to link beauty contests with tourism promotion, cultural exchange and destination marketing.
The Kampala finale also brought together different aspects of event production, with MASROB Events handling the stage, sound and overall event setup at the Kampala Marriott Hotel. Its production work provided the technical and visual setting for the performances, presentations and crowning ceremony.
The event was supported by the Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board and Kampala Marriott Hotel, according to the organisers.
The organisers also opted to award the winner Shs40 million in cash instead of a vehicle. They said the cash prize would give the winner greater flexibility in using the award.
For Godana, the victory adds to her experience in pageantry and tourism promotion. She previously won Miss Tourism Kenya in 2025 and represented the country at the Miss Tourism Africa International finals in Jos, Nigeria, where she and Gabon's Jenna Decastel were named tourism ambassadors.
The organisers have indicated that future editions of the competition could be hosted in different participating East African countries, giving other nations an opportunity to stage the regional finale.
With the first edition concluded, attention now turns to how the platform can contribute to sustained promotion of East Africa's tourism destinations, cultures and experiences.
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The Kampala finale brought together beauty, cultural heritage, tourism and entertainment, giving the region another platform to showcase its identity and tourism potential.
