The Bakonjo have long practiced an agroforestry system of cultivation on the Ugandan slopes of the Rwenzori Mountain range. All terrain above 1600–2200 m has been strictly protected for many years because it is part of a national park. As a trade-off, the landscapes outside the park have been largely deforested. In the meantime, tourist numbers have increased. In Ruboni, a village of 1200 people, the closest to the eastern gate of the park, we interviewed a random sample of 51 residents aged >14 to understand how they perceived the landscape, park and tourism. Cultivated features were not essential to describe the place of residence, in contrast to natural features and human engineered devices. Cultivated and natural elements were judged as beautiful. Even if the inhabitants did not like human engineered facilities, they welcomed their improvement. The origin of native and non-native plants was not consistently recognized. These results show that the inhabitants feel affection for the agroforestry pattern of the Rwenzori landscape. However, ecological, social and economic pressures are challenging land use sustainability. This would be better addressed by an integrated pattern of land governance than the current two models: strict protection inside the park and relaxed land use outside.

Many countries in Africa are currently investing in tourism with the aim of increasing annual tourist flows but majority of them are negatively symbolised at source markets as countries with 'difficult heritage'. Previous research has indicated that tourism in Africa is perceived as riskier than any comparable region on Earth except the Middle East. It further indicates that negative country images might result in negatively biased destination perceptions and could negatively impact on their competitiveness. This study discusses negative place symbolism at source markets using the social identity theory adjusted, its effect on destination branding programmes and how destinations can deal with it. It utilises a theoretical literature review and empirical synthesis of symbolism with respect to Uganda as a country with difficult heritage and the branding challenges in light of its agenda to increase its international tourism and attract direct foreign investment in the sector.