Museveni Hires Top Dubai PR Guru Shamira To Boost Uganda’s Tourism

Shamira Mitha & President Y.K. Museveni meeting about boosting tourism in Uganda

President Yoweri Kaguta Museveni is optimistic that despite the effects of COVID-19, Uganda’s tourism sector still has the potential to kick-off and as a result, he has tasked a Dubai based firm to ensure that the sector is revived.

As such, credible sources reveal that the President late last year had a meeting with a renowned Public Relations (PR) guru based in Dubai identified as Shamira Mitha, who is the proprietor of Verve, a world-renowned PR firm.

Our Spies reveal that following his meeting with Shamira, the President tasked her with the role of boosting Uganda’s tourism sector by promoting and marketing it to the outside world.

As a result of their meeting, which was brokered by Prof. Ephraim Kamuntu, the former Minister for Tourism, Wildlife and Antiquities,  Shamira’s PR firm Verve has since secured a deal to do publicity for the Uganda Hotel Owners’ Association (UHOA), Serena Hotel Kampala and Sheraton Hotel Kampala, which are directly linked with Uganda’s tourism sector. However, it should be noted that apart from their Ugandan deal, Verve also undertakes  PR works for several other companies in the United Arab Emirates, USA, Europe, and Asia.

Shamira with Prof. Ephraim Kamuntu the former Minister for Tourism, Wildlife and Antiquities
Shamira with Prof. Ephraim Kamuntu the former Minister for Tourism, Wildlife and Antiquities

We have since established that the deal was signed sometime last year after Shamira held a private meeting with President Museveni at State House Entebbe, where he gifted her with an autographed copy of his book ‘Sowing The Mustard Seed.’  

Shamira's tweet
Shamira’s tweet

Shortly after their meeting, Shamira posted a picture of her with President Museveni which she accompanied with the caption;

“An official meeting with His Excellency President Yoweri Museveni, The President of the Republic of Uganda.”

Who Is Shamira Mitha

For the past 20 years, Shamira Mitha has been setting new trends in PR and Marketing in the hospitality, tourism, and luxury industry.

Recognizing the need for a specialist PR agency, dedicated to the burgeoning hospitality and tourism sector, Shamira founded her company that offers bespoke solutions to players in this segment.

She has an enviable client list that includes some coveted luxury properties in this region and beyond but what sets her apart is the unique, innovative, and creative ways in which she positions a destination.

Her work leads her to organize stylish soirees and happening events but Shamira is equally passionate about women’s development.

Over the years, she has lent her services to projects that encourage women of her community and others to become economically independent. Most of her weekends are spent counseling women who require her guidance.

Additionally, Shamira is deeply involved with the Aga Khan Development Network, managing their media communications in this region since 2003.

She has been part of the journey right from the ground breaking ceremony of the Ismaili Centre in Dubai in 2003 to its opening in 2008 and the launch of Al Azhar Park in Cairo, Egypt in 2005.

She also managed the communications for the international sporting event – Jubilee Games in 2017 and recently and the recent Jubilee Arts event held in Lisbon, Portugal which witnessed participation and attendance from over 45,000 community members.

However, her best is yet to come. Over the past many months, Shamira has turned her eye on Africa, lending her expertise to projects that brings the continent closer to the UAE.

Her work and success have led to several accolades like the Best PR by Middle East Hospitality in 2012, the UN-Recognised Women’s International Day Award in 2011, and the Middle East Women Leadership Awards at the World Women Leadership Congress & Awards, to name just a few.


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