As Masrob Events takes charge of production, Nabaweesi rallies Uganda and the region to witness the September 12 tourism spectacle
Writes Brian Mugenyi
mugenyijj@gmail.com
Kampala: Behind every major event that appears seamless on stage is a team working quietly behind the scenes, coordinating people, equipment, logistics and timing.
For the Miss Tourism East Africa 2026 pageant, one of those people is Cate Nabaweesi, the Operations Manager at Masrob Events, the events company entrusted with organising the regional tourism spectacle at Kampala Marriott Hotel on September 12.
Away from the spotlight reserved for the contestants, Nabaweesi’s work is focused on ensuring that everything comes together when the curtains rise — from production equipment and technical coordination to the movement of teams and the overall execution of the event.
With the countdown to the grand finale underway, Nabaweesi is calling on Ugandans, tourists, diplomats, tourism stakeholders and the wider East African community to turn up in large numbers.
“I call upon all tourists to come in huge numbers and attend the event. The queens are beautiful and the Marriott Hotel is beautiful,” Nabaweesi said.
A new assignment for Masrob Events
For Masrob Events, the pageant represents a new chapter.
Nabaweesi said the company is making its maiden appearance as an organiser of the global-facing tourism event, bringing together what she described as a competent production team and modern equipment to deliver the show.
She said the responsibility is not being taken lightly, given the regional and international attention surrounding the contestants and the tourism message they are expected to carry beyond the runway.
“We have all the machines, a competent team and we are organising an event,” she said.
Her confidence comes at a time when the pageant is positioning beauty as more than a competition — but as a platform through which East Africa can market its cultures, destinations, hospitality and people to the world.
Calling the region to Kampala
Nabaweesi’s invitation extends beyond Uganda.
She wants commissioners, ambassadors, tourism stakeholders and representatives of the East African Community to attend the event and witness a pageant that brings together young women from across the region.
“We call upon commissioners, ambassadors in Uganda and the East African Community to attend,” she said.
Her message reflects the wider ambition of Miss Tourism East Africa: to use the visibility of the contestants to strengthen the region’s tourism narrative and encourage travellers to discover destinations beyond the traditional tourism circuits.
Taking the event beyond the Marriott stage
The September 12 finale will also have a digital audience.
The event is expected to reach audiences beyond those physically attending the function through livestreaming and social media platforms, allowing viewers to follow the spectacle and the contestants from different locations.
Among the platforms being used to amplify the event are TikTok and other social-media channels associated with Miss Tourism East Africa and participating media and influencer platforms.
For Nabaweesi, this digital dimension gives the organisers an opportunity to take the pageant beyond Kampala and present East Africa’s tourism story to a much wider audience.
More than a crown
The contestants competing for the Miss Tourism East Africa crown are entering a platform where beauty intersects with tourism promotion, culture and regional identity.
The pageant has brought together contestants from East African countries, giving them an opportunity to become ambassadors of their respective destinations while celebrating the cultural diversity that binds the region together.
At the heart of the preparations is therefore not simply who wins the crown, but how the event can create a memorable experience for visitors and communicate East Africa’s tourism potential to the world.
For Nabaweesi and the Masrob Events team, the test will come when the lights go on, the music begins and the contestants take to the stage.
Until then, their work remains largely behind the curtain.
But on September 12, the spotlight will reveal whether the machinery, people and planning that Nabaweesi has championed can transform the Marriott stage into a powerful showcase for East African tourism.
