More than 30,000 people headed to the region in August to watch the Imbalu festival that’s not for the faint hearted.

Locals and tourists eat and drink beer and watch Imbalu dance performances, that go on for days. The festival culminates with a 100 teens and men in their early 20s line-up and get their foreskins sworn off. If they don’t cry out or show any weakness they are rewarded with mobile phones, livestock and other gifts.

Tourism is one of the biggest industries in Uganda and they hope that the circumcision ceremony will attract more people to the country.