CHAPTER ONE: INTRODUCTION 1. 0 Introduction Media communications technologies are imperative for frontline investments for sustainable globalised tourism development indicators. The powerful effects of media communications technologies can dawn on the African continent with sweeping changes of attitudes and behaviour among the key actors in local, national and global tourism for peace, security and sustainable development. The social, cultural, economic, political and environmental benefits of tourism would usher in monumental and historic changes in the African Union. As the verdict goes, the media has a social responsibility to enhance the blending of local, national and international cultural values for enriched politics, society and economy in Africa (Okaka, 2007). According to Okaka, 2007, development communication is one of the best ways to go in developing ecoo tourism in Africa. This strategy involves the planned communication component of programmes designed to change the attitudes and behaviour of specific groups of people in specific ways through persono too person communication, mass media, traditional media or community communication. It is aims at the delivery of services and the interface between service deliverers and beneficiaries where people are empowered to by informed choice, education, motivation and facilitation effecting the expected changes. This can be done by media advocacy targeting all key stakeholders involved in the tourism industry. Effective use of communication techniques can remove barriers and promote better uses participatory message design which combines both traditional and modern media. Participatory communication strategy design (PCSD) methodology is used to build on the results of the participatory rural communication appraisal (PRCA). It involves a systematic process for participatory communication strategy design, and the principles for communication planning, message development, multimedia material production and the implementation of communication activities in the field (Okaka, 2007). Uganda is emerging from years of political instability and entrenched poverty. Soon after 1971 military coup which ousted President Milton Obote from office, Uganda's flourishing tourism industry was dealt a death blow by a series of political upheavals and social turbulence which ravaged tourism industry in the country. Tourism is now waking up once more in Uganda, a country which was once described as the "Pearl of Africa", by the British waro time Premier, Sir Winston Churchill.
