From the cultural heart of Busoga to the regional tourism stage, Okoobah says her crown is only the beginning
By Brian Mugenyi
Kampala: One by one, the dream that once appeared distant is becoming reality for Shakira Okoobah, Uganda’s newly crowned Miss Tourism East Africa first runner-up.
When the final results were announced at the colourful regional pageant in Kampala on Saturday night, Okoobah’s journey moved into a new chapter.
The crown may have gone to Zam Zam Godana, but Uganda had every reason to celebrate.
Okoobah had carried the country’s flag to the regional podium, finishing as first runner-up in a competition that brought together young women from across East Africa to showcase beauty, culture, tourism and leadership.
For Busoga, the achievement was particularly personal.
Celebrations followed in parts of the region and in Okoobah’s home community, where friends, relatives and supporters gathered to celebrate what many described as a historic moment for one of their own.
The Kampala finale was equally memorable.
As the lights illuminated the stage at the Kampala Marriott Hotel, camera shutters filled the room while contestants, dignitaries, organisers and supporters waited for the final announcement.
The event was organised by Masrob Events, with Ketty Nabaweesi, the organisation’s Operations Manager, among those involved in the preparations.
For this writer, the evening meant missing a journalism and mass communication lecture in order to witness an event that had brought together tourism, culture, media and regional diplomacy under one roof.
A PODIUM FINISH, BUT A BIGGER MISSION
For Okoobah, however, the first-runner-up position is not the end of the story.
It is the beginning of a bigger responsibility.
She says she intends to use the platform created by the pageant to advocate for issues affecting communities, particularly environmental conservation and the girl child.
“I shall advocate for change in the community as well as advocating for community environment conservation and the girl child,” Okoobah said.
That statement could become the defining message of her reign.
The Miss Tourism East Africa platform gives her an opportunity to speak not only about beauty, but about the communities and cultural heritage she represents.
THE BUSOGA PRIDE
Throughout the competition, Okoobah’s connection to Busoga remained visible.
Her achievement has given the region another reason to celebrate its culture, identity and young talent.
On the final night, she appeared on stage in cultural-inspired attire that reflected her Ugandan identity and added another dimension to her presentation.
To supporters, her composure, confidence and stage presence demonstrated why she had emerged as one of the strongest representatives in the competition.
But beyond the glamour was a young woman increasingly positioning herself as a voice for community development.
FROM BEAUTY TO ADVOCACY
The challenge ahead for Okoobah will be turning the visibility created by the crown into measurable community impact.
Tourism provides a natural platform.
Uganda has cultural sites, lakes, forests, wildlife, traditional institutions and communities whose stories remain largely unknown outside their immediate surroundings.
A tourism ambassador can help connect those stories to wider regional and international audiences.
For Okoobah, environmental conservation is equally important.
The future of tourism depends heavily on protecting the very resources that attract visitors.
Communities must therefore see tourism not simply as entertainment, but as an opportunity for employment, enterprise and conservation.
THE GIRL-CHILD AGENDA
Her decision to focus on the girl child also places her within a wider conversation about education, confidence, leadership and opportunity for young women.
The pageant has given Okoobah a platform.
The next step is deciding how to use it.
Will she visit schools?
Will she work with community organisations?
Will she promote environmental campaigns?
Will she use digital platforms to tell Uganda’s tourism story?
These are the questions that will ultimately determine the legacy of her reign.
A CROWN WITHOUT A FINISH LINE
On Saturday night, Okoobah did not return home empty-handed.
She returned with a regional title, increased visibility and a platform capable of reaching audiences beyond Uganda.
Her journey from Busoga to the Miss Tourism East Africa podium demonstrates what resilience, patience and dedication can achieve.
But perhaps the most important chapter is yet to be written.
The applause has faded.
The cameras have moved on.
The flowers and celebrations in Busoga will eventually settle.
What remains is the responsibility that comes with the title.
For Shakira Okoobah, the question is no longer whether she can wear the crown.
She has already proved that she can.
The real question is what she will do with the platform after the crown.
