Uganda has achieved a significant milestone by becoming one of the first African nations to posthumously honor the esteemed Dr. Jane Goodall, recognizing her profound global impact on wildlife conservation and environmental advocacy. This historic Special Posthumous Recognition Award was a highlight of the grand finale of the Ekkula Sustainable Tourism Festival, which convened in Kampala.

The three-day festival, hosted at the prestigious Kampala Sheraton Hotel, served as a crucial platform, bringing together a diverse array of stakeholders including conservation leaders, tourism innovators, policymakers, creatives, development partners, and youth change-makers. Their collective aim was to collaboratively shape a new era of responsible and impactful tourism within Uganda. The festivities culminated in the Ekkula Awards Night, during which Dr. Goodall, globally renowned founder of the Jane Goodall Institute and one of the world's most influential conservationists, was celebrated for her extraordinary contributions to wildlife protection and community-centred environmental initiatives. The award was accepted on her behalf by James Byamukama, the Executive Director of the Jane Goodall Institute Uganda, in an emotionally charged moment that underscored Uganda's emerging leadership in conservation recognition across the African continent.

Bismac Moses Amumpaire, Executive Director of ATEI and founder of the festival, articulated the Ekkula initiative as a transformative movement dedicated to redefining tourism through a focus on purpose, community empowerment, and environmental responsibility. He emphasized that Dr. Goodall's recognition is reflective of a broader, deep-seated commitment to celebrating global icons whose impactful work continues to mold Africa's conservation future. The festival received substantial support from ENABEL Uganda, which further amplified the critical importance of collaborative action and the adoption of sustainable tourism models. ENABEL reaffirmed its steadfast dedication to bolstering tourism's role in local empowerment, fostering green innovation, and driving inclusive national development.

The event introduced several national firsts, enhancing its significance and reach. These included the unveiling of the Official Seven Wonders of Kampala, a curated selection of iconic landmarks that intrinsically define the city's rich cultural, historical, and spiritual essence. Additionally, Uganda's inaugural tourism anthem, "Uganda Ekkula," was launched—a unifying artistic tribute celebrating the country's unparalleled natural and cultural beauty. The festival's vibrant atmosphere was further enriched by a variety of engaging activities such as exhibitions, captivating cultural showcases, dynamic creative performances, interactive tourism quizzes, and insightful presentations delivered by Miss Climate, Miss Tourism Queens, and the Men of Tourism.

A comprehensive range of institutions and individuals were honored for their outstanding contributions to building Uganda's sustainable tourism ecosystem. Among the distinguished recipients were Acacia Wilderness Mweya, recognized as Sustainable New Hotel/Eco Lodge of the Year; Igongo Country Hotel, awarded Sustainable Hotel of the Year; Tabebuia Spa & Safari Resort, named Sustainable Eco Lodge of the Year; and Emburara Farm Lodge, celebrated for its excellence in Agro-Tourism. Kaara Mountain Gorilla Lodge earned the Rising Sustainable Eco Lodge Award. In the aviation sector, Brussels Airlines was designated Best Sustainable Airline (Business Class) for 2025, while Ethiopian Airlines received recognition in the Economy Class category.

Individual excellence was also prominently featured, with several key figures receiving accolades. Ibrahim Kayondo was presented with the Sustainable Tourism Youth Champion Award; Evelyn Habasa of Ride for a Woman Bwindi was named Woman Champion of Sustainable Tourism 2025; and Jackline Nanteza of Wild Celebrations Africa received the Rising Woman of Sustainable Tourism award. Ambassador Paul Makubuya was honored as Tourism Ambassador of the Year, Twinematsiko Dickson was recognized as Sustainable Travel Photographer of the Year, and Trevor Lutalo of the Daily Monitor was named Sustainable Tourism Journalist of the Year. A particularly poignant moment unfolded with the recognition of John Hunwick of Rwenzori Trekking Services, who was honored for his decades of pioneering adventure tourism and conservation efforts—an accolade fittingly presented on his 77th birthday.

Additional significant honors were bestowed upon Nkuringo Safaris for Sustainable Tour Operator of the Year; Nature-Based Solutions & Rwenzori Coffee House Experience for Nature-Based Tourism; Raft Uganda Adventures as Adventure Tourism Star; and Chefs Union Uganda / East African Culinary Fusion for Culinary Tourism Excellence. The Tusker Lite Rwenzori Marathon was acknowledged as Sustainable Tourism Event of the Year. The National Arts & Cultural Crafts Association of Uganda was recognized as Cultural Heritage Champion, Conservation Through Public Health (CTPH) as Conservation Champion, and Skia Café-Jinja as Inclusive Tourism Champion. Finally, Kampala Sheraton Hotel received the Outstanding Contribution to Tourism Award, and ENABEL Uganda was celebrated as Transformational Partner in Sustainable Tourism Development, highlighting its crucial role in fostering sustainable tourism initiatives.

The event garnered the presence of several key national leaders, including Private Sector Foundation Uganda Vice Chair Sarah Kagingo, Uganda Tourism Association President Yogi Birigwa, and distinguished representatives from the Ministry of Tourism, Wildlife & Antiquities, the Uganda Tourism Board, and the Uganda Wildlife Authority. Echoing the festival's overarching and central message, the organizers firmly reiterated that sustainable tourism transcends being merely an alternative approach—it stands as Uganda's fundamental pathway to achieving economic resilience, ensuring robust environmental protection, and fostering shared community prosperity across the nation.