The SST Challenge: Kagwa Champions Rediscovery of Uganda’s Liquid Heritage

Beyond the Textbooks: Why UTB CEO is challenging Ugandans to visit the maps they memorized as kids.

For many Ugandans, names like Lake Kyoga, Lake Bunyonyi, and Lake Nkugutte were once merely points to memorize for Social Studies (SST) exams—locations to be identified on a map to secure a passing grade. But as Juliana Kagwa, CEO of the Uganda Tourism Board (UTB), recently reflected, the real “understanding” of these places comes much later, when we step out of the classroom and into the landscape.

In a powerful call to action for domestic travelers, Kagwa is championing a shift in how we view our home. It is a reminder that Uganda is not a single story or a static textbook entry; it is a layered, living experience that is constantly revealing new perspectives.

The “Uniquely Yours” Perspective

Uganda is blessed with over 160 freshwater lakes, each with a rich heritage and a story that has stood the test of time. From the ancient Nyero Rock Paintings to the historic Kasubi Tombs, these landmarks offer more than just beautiful scenery—they offer a sense of identity.

“Globally, the strongest destinations are not only known by visitors, but deeply valued by their own people. Because when people experience their own country with fresh eyes, they begin to see it not just as geography, but as identity.” — Juliana Kagwa, CEO, UTB

The SST Challenge: What’s on Your List?

This is the heart of initiatives like #ExploreUganda and #UniquelyOurs. They serve as an invitation to go beyond what we think we know and rediscover the magnificence of the Pearl. Oftentimes, the places that seem most familiar because of our schooling are the ones we have actually explored the least.

Are you ready to take the SST Challenge?

Kagwa is leading by example, starting her own journey of rediscovery at Fort Luba – Thurston Memorial Site. We want to know: what is the one place you spent years reading about but have still not ventured to see, feel, or touch?

The More Cream Than Coffee take

By framing domestic tourism through the lens of nostalgia and education, Juliana Kagwa is tapping into a powerful “Phoenix Rising” trend: the democratization of travel. When locals become the primary storytellers of their own land, the destination’s global value soars.