Akidi Rachel is the reigning Miss Tourism Karamoja 2024/2025. She was 2nd Runner-Up at the recently-held Miss Tourism Uganda 2024/2025 where she was also crowned Tourism Multi Media Queen 2024/2025.
Rachel heads the marketing efforts at Duffled Magazine Company, a pop culture and lifestyle magazine from the city of the Seven Hills. The active and vibrant community of creatives is dedicated to representation, believing that the voices we uplift can shape cultures and inspire meaningful change.
She also chairs NGUVU Nation, an initiative directed towards empowering young women to live holistic lives. Coupled with her passion for tourism, Akidi chairs the Mission Green Docket of the Rotaract club of Kampala North.
Miss Tourism Karamoja 2024/2025 genuinely compassionate and patient individual, with a straightforward nature and soft heart towards everyone, regardless of their background. She truly enjoys being around others and is dedicated to getting things done efficiently.
Rachel tends to feel frustrated when projects lag, once she has started on them. However, she prides herself on being open-minded and is always willing to explore new ideas, as long as they align with my values and integrity.
How do your friends describe you?
Caring, loyal, reliable, empathetic, goal-oriented, leader/people manager, hardworking, creative, team player, Christian, and kind. You can ask around.
What does Karamoja mean?
Karamoja means the old are emaciated due to lacking enough to eat!, A place for the old people in a nutshell (Karimojong, a place or region for the old people who failed to continue with their journey west of Mt. Moroto during migration searching for both pasture and water for livestock together with their children/nephews/nieces the Itesots! So technically it’s our brothers and sisters, the Ateker Teso that named us.
What was your motivation to participate in the Miss Tourism pageantry?
My motivation to participate in the Miss Tourism pageant comes from my diverse background. First and foremost, my community- both in Karamoja and Kampala- hold so much beauty and culture that deserve to be showcased to the world.
Unfortunately, we often overlook this. Additionally, I have grappled with issues of cultural identity, especially coming from a region that has long been associated with insecurity and negative stereotypes, as portrayed in the media, political discussions, schools, and even among friends.
This has fueled my desire to become a positive ambassador for my community. I am fortunate to have many supporters who believe in me and encourage me to inspire others.
When did you first conceive the idea of contesting for Miss Tourism?
I first conceived the idea of competing for Miss Tourism Uganda in 2023, but it wasn’t until January 2024, after losing my job at Bungee Uganda due to the CEO’s passing, that I became truly committed to it. A few months later, the Miss Tourism Uganda media launch took place, and with my schedule open, I decided to take a leap of faith. And here we are!
How much can you identify with Karamoja?
As a Karimojong Queen, my identity is deeply intertwined with my roots, culture, traditions, and heritage. I carry the stories of my ancestors in my heart like ametho and embody the values of our community like Our vibrant customs, from our ngageran ( face and body scarification)unique attire to our communal gatherings and dances shape my understanding of who I am and my role in society.
I take pride in our rich history and the strength of our people, and I strive to preserve and promote our traditions for future generations. My connection to my heritage is not just a part of my identity; it is the foundation upon which I stand, guiding my actions and decisions as a leader and a representative of my people while there’s still so much more to learn about my culture and I am taking it one day at a time.
Now that you’re Miss Tourism Karamoja, what is on your wish list?
As Miss Tourism Karamoja, 2024 I envision a peaceful Karamoja, enriched with developed infrastructure, including schools and improved hospitals. I dream of a future where cultural education thrives, exemplified by initiatives like the NGUVU Karamoja Heritage and Learning Center, which I hope to see established.
This center would serve as a vital resource for learning about our unique culture and heritage. I am eager to partner with various stakeholders to bring the NGUVU initiative to life, contributing to the development of our region and our country as a whole. Together, we can create a brighter future for Karamoja, where our traditions are celebrated and our communities flourish.
Did you showcase some dances from Karamoja?
Yes, it is part of our activities during both regional and national bootcamp as an attempt to promote cultural exchange.
What reasons can you give to a tourist to visit Karamoja?
I believe Karamoja is the ultimate cultural destination in Uganda, Karamoja holds East Africa’s largest village, the Karimojong people are so hospitable and we have really amazing things for example Pangolins are mostly in our region, you find the Karamoja apalis, there’s Pian Upe game reserve which happens to be the second largest conservation protected area in Uganda, Matheniko Bokora Corridor, Kidepo Valley National park, Mt. Moroto, the majestic hills in Labowr ( Abim district) the different traditional dishes and folklores there’s so much to see and do while in Karamoja.
What’s your favourite tourist attraction in Karamoja, and then Uganda?
My top spots are Nakapelimoru Village in Kotido and Lake Bunyonyi in Uganda. Lake Bunyonyi stands out with its rich history, 29 islands, and abundant birdlife. Notable islands include Punishment Island, the late Governor’s Island, and Bushara Island and all the beautiful accommodation facilities around the lake!
What would you like to see done better in the tourism sector?
Uganda’s tourism sector should prioritize intentional marketing, inclusivity, and youth empowerment with Key initiatives including; Mentorship and funding for youth-led tourism and innovation projects, valuing local talent: fair compensation for tourism influencers (media influencers, storytellers, content creators, etc) and positive regional marketing, showcasing Uganda’s unique attractions most importantly authentic storytelling showcasing Uganda’s diverse beauty.
Who is your champion in Uganda’s tourism sector?
Lily Ajarova, Uganda Tourism Board CEO; she demonstrates exceptional enthusiasm for destination marketing and sustainable tourism. Her active participation in tourism initiatives and strategic global collaborations showcase her commitment to advancing Uganda’s tourism sector and I absolutely love that! She is a force to reckon with and as a lady in such a position, those are very big shoes to fill.
