Uganda's creative economy is emerging as a promising source of employment and income for young women, with a three-year programme aiming to reach 84,000 young women creatives. The CREATE programme, led by the International Trade Centre (ITC) and Bayimba Foundation in partnership with the Mastercard Foundation under the Young Africa Works initiative, has already reported 699 young people in work during its first year.
Equipping Young Women with Skills and Opportunities
The initiative seeks to equip young women with market-relevant skills, improve access to finance, and connect them to employment opportunities across the creative industries. By doing so, it aims to unlock the potential of a sector that has long been overlooked as a driver of economic growth.
Bernard Bakaye Lubega, Commissioner for Culture and Family Affairs at the gender ministry, emphasized the government's role in creating an enabling environment for creative enterprises to thrive. "We need supportive policies, accessible financial channels, and stronger training infrastructure," he said. He also called on universities and other institutions to pay greater attention to the skills required by creative industries.
Lubega made these remarks while addressing young creatives during a CREATE Media Café at Golden Tulip Hotel in Kampala on October 26, 2026. He stressed the importance of market access, noting that producing quality creative work is not enough if creators cannot sell it. His comments highlighted a central challenge facing the sector: connecting talent and training to viable markets, investment, and sustainable business opportunities.
Strengthening Public Understanding
Organizers also engaged journalists on how to strengthen public understanding of the creative economy's contribution to Uganda's development. Beyond entertainment, the initiative seeks to position creativity as a viable economic sector capable of generating jobs, growing businesses, and improving livelihoods.
Raimund Moser, Section Chief at the International Trade Centre (ITC), was present at the event, underscoring the international commitment to supporting Uganda's creative sector. The CREATE programme represents a significant step towards empowering young women and harnessing the creative economy's potential for national development.
As the programme moves into its second year, stakeholders are optimistic that with continued support and collaboration, the creative industries can become a cornerstone of Uganda's economic transformation, providing opportunities for thousands of young women and contributing to the country's overall prosperity.
