Uganda premieres “Back to the Source: The Nile” as creative economy takes centre stage

Uganda has premiered a new documentary, Back to the Source: The Nile, in a move that underscores growing government and private sector interest in positioning the creative industry as a driver of wealth creation, tourism growth and global branding.

The premiere, held at Mestil Hotel in Kampala, brought together government officials, development partners and creatives, all rallying behind a shared message: that storytelling is no longer just cultural expression, but an economic asset.

A pre-recorded address from Gen. Caleb Akandwanaho, also known as Gen. Salim Saleh and head of Operation Wealth Creation (OWC), framed the creative sector within Uganda’s broader development strategy.

“Wealth creation must be explored, created, and delivered. Through this documentary, you have explored and created, and you are now delivering value,” he said, adding that the creative industry has become one of the most connected sectors in the economy after construction.

He noted that the government has continued to support the sector even through economic disruptions, pointing to its potential to link agriculture, tourism, manufacturing and services into a broader value chain.

At the centre of the documentary is Ambassador Judith Nsababera, who said the film challenges how Uganda is perceived globally, shifting the narrative from a destination to an origin point of global civilisation through the River Nile.

“Uganda is not simply a place to visit, it is where life begins,” she said, adding that the Nile has historically shaped civilisations but has not been told from its source. “Back to the Source invites the world to see Uganda not just as a destination, but as an origin.”

Nsababera also emphasised the importance of modern storytelling in diplomacy, noting that global competition for attention has intensified.

“In a digital world driven by social media, storytelling has become one of the most powerful tools to promote Uganda globally,” she said, adding that national identity must first be understood and owned internally before being projected outward.

Director Derrick Ssenyonyi used the platform to highlight structural inequalities facing African creators in the global digital economy. He pointed to disparities in online earnings, noting that African creators often earn significantly less than their Western counterparts for the same level of content engagement.

He also raised concerns about foreign control of African narratives and the challenges filmmakers face in accessing local cinemas.

“For a Ugandan film to be shown in cinemas, you often have to pay for a slot, while foreign films are bought and promoted,” he said, adding that this imbalance has pushed local creators to develop independent platforms such as Bold Narrative.

Government officials say the creative sector is increasingly being viewed as an economic engine, particularly through its link to tourism.

State Minister for Foreign Affairs Henry Oryem Okello said the film has the potential to directly translate into foreign exchange earnings if it successfully attracts international tourists.

“If just 500 people in China watch this film and 300 decide to visit Uganda, each spending between $3,000 and $4,000, imagine the foreign exchange that generates,” he said.

From a development perspective, the United Nations Development Programme (UNDP) described storytelling as both a cultural and economic tool.

UNDP Resident Representative for Uganda, Nwane Vwede-Obahor, said the documentary provides an emotional entry point into Uganda’s identity.

“Tourism is not just an economic sector; it is a development strategy,” she said, noting that it supports jobs, especially for women and youth, while also contributing to heritage preservation.

The film also highlights industrial development narratives, including the Namunkekera Rural Industrial Centre. Principal Engineer Eng. Ronald Kibuuka Ssempebwa said the site demonstrates how strategic investment models can attract industries and create employment.

“By giving land for a single dollar, we performed a lifetime investment that attracted 40 industries,” he said, describing it as a model where investors, developers and government coexist to drive industrialisation.

As Uganda expands efforts to integrate more citizens into the money economy, officials say the creative sector offers a bridge between culture and commerce. While progress has been made in reducing the proportion of Ugandans outside the formal economy, stakeholders say significant opportunities remain.