Uganda marked a historic milestone as homegrown creatives, artistes, and entertainers took center stage at the Global Harmony Festival during Riyadh Season 2025, held at Al-Suwaidi Park, Riyadh’s largest themed cultural venue, on December 9.
This debut also made Uganda the first sub-Saharan African country to participate in the annual celebration of cultural diversity and tourism organized by the Saudi Ministry of Media and Entertainment.
Designated as “Uganda Days” from December 9th-10th, the event featured a 25-artist lineup, bringing the vibrancy of Ugandan culture to Saudi Arabia.
The Crane Performers, a renowned Ugandan dance troupe, captivated audiences with the rhythmic “kadodi” drumbeats, forming a dynamic caravan across the 10-hectare park and performing a medley of traditional dances to the delight of Saudi revelers.
Margaret Kafeero, Head of Public Diplomacy at Uganda’s Ministry of Foreign Affairs, highlighted the significance of the participation, noting that such events strengthen cultural exchange, global ties, tourism, and international collaboration.
At the Ugandan Coffee stall, Ambassador of Uganda to Saudi Arabia, Isaac Biruma Sebulime, emphasized the strategic integration of cultural showcases with commercial activities, including food tasting, diaspora engagement, and B2B opportunities, designed to maximize both visibility and economic impact.
He noted that Saudi Vision 2030 positions Riyadh Season as a flagship platform for soft power and economic diversification.
“Uganda’s participation represents East Africa’s entry point into Saudi Arabia’s cultural and entertainment economy,” said Ambassador Sebulime. “Artistes like A-Pass, Vinka, Navio, DJs like Bryan, and personalities such as Sheila Gashumba showcase creative talent with export value beyond Uganda.
Alongside music and performances, we are promoting our coffee, safari tourism, cuisine, crafts, and investment opportunities to millions of visitors. This aligns directly with Uganda’s NDP IV pillars on Tourism Development, Export Promotion, Agro-Industrialisation, Creative Economy, and Private Sector Growth.”
The Uganda Embassy’s presence at Riyadh Season demonstrates a deliberate effort to combine culture, commerce, and creative industries to enhance Uganda’s international profile and economic prospects.
