The numbers behind Uganda's growing creative economy

Uganda’s creative economy is emerging as a powerful force, driven by music, film, crafts, and digital content. Long dismissed as leisure or “side hustles,” the arts are now proving to be a serious economic engine, contributing billions of shillings to the economy, generating jobs, and attracting investor interest.

Figures from the Uganda Bureau of Statistics (UBOS) show that the creative sector contributed 3% of GDP in 2023, valued at about shillings 4.2 trillion. This puts it on par with mining and ahead of several agricultural value chains that receive far greater policy attention.

The strongest growth areas include music, crafts, digital storytelling, and a booming events industry.

These insights came under the spotlight at the Presidential CEO Creatives Stakeholders Workshop, hosted at MoTIV in Bugolobi on August 22, 2025, under the theme: Creative Voices for Tourism: Inspiring Ambassadors for Uganda’s Heritage.

Creatives speak out

Comedian Anne Kansiime expressed frustration with institutions, accusing them of neglecting homegrown talent.

“I have an audience that many 2026 presidential candidates would envy. Unfortunately, so many institutions abroad are recognising and celebrating me. My skits are cracking their ribs with laughter. I get more on broadcast on international TV and social media than here at home. What happened to the saying that charity begins at home?” she asked in rhetoric.

Hip-hop star Navio (David Kigozi) urged young creatives to embrace cultural authenticity instead of copying Western trends.

“Today, the world values originality. Our Nankasa, Kadodi, and Dingi Dingi are powerful. Tourists come here not only to see wildlife and enjoy food, but also to experience authentic Ugandan music and dance. That’s why places like Ndere Centre and the National Theatre are still crowd-pullers,” he said.

Award-winning filmmaker Mathew Nabwiso, who has scripted and directed over 800 productions, took the opportunity to ask for a national film policy.

Minister of Gender, Labour and Social Development, Peace Mutuuzo, listens to the plight of artists at MoTIF. (Credit: Titus Kakembo)

“We need clear guidelines that attract foreign producers. For example, if a movie employs 600 people, at least 60% should be Ugandan. That way, we learn from the best while also benefiting economically,” Nabwiso said.

Other voices, including Derrick Muhanguzi, asked the Government to stop leaving creatives to “gamble their way to the top,” stressing that competitors abroad enjoy structured training, funding, and state support.

Government response

In her response, gender minister Peace Mutuuzo acknowledged Uganda’s vast creative potential but admitted that more must be done to provide an enabling environment.

“This is our sixth biannual session, and the theme Creative Voices for Tourism is more relevant than ever. It underscores the transformative role of art as a catalyst for sustainable tourism,” she said.

Mutuuzo emphasised that Ugandan artists have become some of the country’s strongest global ambassadors.

“In many places, Navio, Kansiime, or Nabwiso are household names. They carry Uganda’s brand with them wherever they go,” she said.

She also revealed plans to build 19 cultural centres across the country. These hubs will promote storytelling, music, dance, drama, and catering, while also training communities to turn their homes into staycation venues, where tourists can pay to experience authentic Ugandan lifestyles.

“This initiative is part of Vision 2040 and aims to link creative expression to livelihoods while boosting cultural tourism,” she added.

Unlocking potential

With nearly 75% of Uganda’s population under 30, the creative sector holds enormous potential for job creation, investment, and international recognition.

Stakeholders at the workshop agreed that with the right policies, Uganda’s arts industry could rival traditional sectors while positioning the country as a global cultural hub.