New Report issued by Uganda’s Ministry of Tourism hails the annual Nyege Nyege festival as “a significant driver of economic growth, community development, and cultural exchange”:
Nyege Nyege generates $2 million dollars for Ugandan economy, with local businesses reaping most benefit.
Accommodation sector tripled revenue around the event and created thousands of jobs for Ugandans.
Details for this year’s event to be announced next week bringing further boost to Uganda economy in 2025.
A new report issued by the Ugandan government has hailed the annual Nyege Nyege music festival for transcending “its roots as a vibrant music festival to become a significant driver of economic growth, community development, and cultural exchange.”
The report, produced by the Ugandan Ministry of Tourism, Wildlife and Antiquities and titled ‘Impact of Nyege Nyege Festival on the Local Economy’ is the largest ever governmental examination of the impact of the event, which is the leading music festival in Africa.
It focused on the 2025 festival and found that with over 26,000 attendees over the four day event, including 38% international visitors from 34 countries, the festival generated an estimated economic of contribution of 6.62 billion UGX (1,835,072 USD).
Local businesses reaped substantial benefits, particularly in the food and beverage sector, which accounted for 79.1% of total attendee spending. The accommodation sector nearly tripled its revenue, growing by 130%, while room prices rose more than threefold, increasing by 204% during the festival period, highlighting its significant impact on the hospitality industry. Hotel occupancy rates nearly doubled, soaring from 46.3% before the festival to 83.1% during the event.
Moreover, the festival created employment opportunities, increasing the workforce by 14% in related sectors. Vendors and local artisans reported remarkable success, with some achieving revenue growth of over sixfold. The report also conclude that the festival enhanced Jinja’s profile as a premier tourism destination, drawing attendees to engage in activities such as boat cruises, adventure sports, and cultural tours.
Writing in the forward, the Ministry’s Permanent Secretary Doreen Katusiime hailed the event’s success, saying: “I commend the organisers of the festival and all stakeholders for their commitment to harnessing the transformative power of tourism and culture. Let this report serve as a foundation for informed decision-making and strategic action to enhance the festival’s impact for years to come.”
Nyege Nyege will next week announce details around its 202g event to once again be staged in Jinja on the banks of Lake Victoria, which is renowned as the Source of the River Nile. Originally held in 2015, Nyege Nyege was established to provide a platform for emerging Ugandan artists to showcase their talents to new audiences. It has since grown into an international event celebrated by the global media that this year will showcase more than 300 artists from not only across Africa but music artists globally.
The festival has been celebrated in publications globally including in the New York Times, La Monde, Mixmag and the Guardian. It was twice named the Uganda Tourism Board’s ‘Best Overall Tourism Event of the Year’ and hailed by leading UK music magazine FACT as one of The Best Music and Dance Festival.
Welcoming the Ministry’s findings, Nyege Nyege organisor Derek Debru said: “We are delighted to see the positive impact Nyege Nyege has being recongnised. It has positioned Uganda as a safe, peaceful and culturally rich country, and thus conducive to both tourism and investment. We are proud to have brought about an innovative blueprint for how festivals can both create a life transforming experience for attendees while at the same time generate a tremendous impact for the economy, from tourism to the creative industries. The festival offers a great boost, as well as contributing to the blossoming of emerging talents and the promotion of traditional music which in turn is preserved and creates pride.”
Key Findings:
Impact of Nyege Nyege Festival on Jinja’s Economy
The Nyege Nyege Festival significantly boosts Jinja’s local economy through attendee spending and business growth.
- Over 26,000 attendees participated in the 2024 festival, with 38% being international visitors from 34 countries.
- The festival generated an estimated economic contribution of 6.62 billion UGX.
- Local businesses, especially in the food and beverage sector, benefited greatly, accounting for 79.1% of total attendee spending.
- Accommodation revenue nearly tripled, growing by 130%, with room prices increasing by 204% during the festival.
- Hotel occupancy rates rose from 46.3% before the festival to 83.1% during the event.
Attendee Demographics and Experience
The festival attracts a diverse audience, primarily young adults, with a mix of local and international attendees.
- 62% of attendees were Ugandan, while 38% were international, representing over 30 nationalities.
- The majority of attendees (57%) were first-time visitors, indicating strong appeal to new audiences.
- Only 7.2% of Ugandan attendees were from Jinja, with Kampala contributing over 50% of local participants.
- The audience is predominantly male (67.2%), with 52.1% aged 25-34 years.
Economic Contributions and Spending Patterns
The festival’s economic impact is driven by high spending from foreign attendees and local participation.
- Total economic contribution was approximately 6.62 billion UGX, with foreign attendees contributing 3.93 billion UGX (59%).
- Local attendees contributed 2.69 billion UGX (41%), showcasing their role in sustaining attendance.
- Food and beverages accounted for 79.1% of total spending, while accommodation contributed 9.1%.
Business Growth and Revenue Increases
Local businesses experienced substantial revenue growth during the festival, highlighting its economic significance.
- Business revenues more than doubled from UGX 458.94 million before the festival to UGX 1.02 billion during the event.
- Roadside eateries and mobile vendors saw revenue increases exceeding 460%.
- The accommodation sector’s revenue grew by 130%, driven by high demand and increased room prices.
Employment Opportunities Created by the Festival
The festival contributed to job creation in various sectors, enhancing local employment.
- Employment in festival-related businesses increased by 14%, particularly in crafts, food services, and tour operations.
- Vendors and local businesses hired additional temporary staff to meet increased demand.
Jinja’s Tourism Profile Enhancement
Nyege Nyege Festival positioned Jinja as a key destination for cultural and adventure tourism.
- Attendees engaged in activities such as boat cruises, adventure sports, and cultural tours, enhancing Jinja’s appeal.
- The average stay for foreign attendees was 5.43 nights, boosting the hospitality sector.
Community Support and Vendor Challenges
The local community largely supports the festival, despite challenges faced by vendors.
- Over 84% of the community endorsed the festival’s continuation due to its positive economic and cultural impacts.
- Vendors reported challenges such as high rental costs and inadequate infrastructure.
Strategic Recommendations for Future Festivals
To enhance the festival’s impact, several strategic recommendations were proposed.
- Improve sanitation facilities and infrastructure to enhance attendee experience.
- Diversify entertainment options and expand the artist lineup to attract a broader audience.
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Strengthen local vendor participation and offer affordable pricing strategies to increase accessibility.