SUMMARY – UGANDA LAUNCHES ‘EXPLORE UGANDA, THE PEARL OF AFRICA’ BRAND IN UK, POSITIONING ITSELF AS PREMIER TOURISM DESTINATION WITH MARKET ACTIVATIONS AND PROMOTION OF EXCEPTIONAL ATTRIBUTES.
In the United Kingdom, Uganda has launched its new brand, ‘Explore Uganda, The Pearl of Africa,’ to the public. The launch included market activations and meetings, with the private sector’s participation at the Experience Africa Travel Show in central London. Led by Hon. Tom Butime, Uganda’s Minister of Tourism Wildlife and Antiquities, the delegation engaged with the Uganda High Commission in London to discuss the promotion of Uganda’s tourism under the new brand.
Importance of the UK Market for Uganda’s Tourism Industry
UTB CEO Lilly Ajarova highlighted the UK market’s significance for Uganda’s tourism industry. Ajarova highlighted the importance of investing in promoting Uganda as the top tourism destination in Africa and increasing its visibility. The ‘Explore Uganda, The Pearl of Africa’ brand captures the country’s distinct features, offering a comprehensive package that showcases abundant wildlife, diverse cultural experiences, delicious cuisine, rich birdlife, thrilling adventures, and breathtaking landscapes, appealing to travelers seeking a fulfilling experience.
A notable event during the visit was a meeting at the House of Lords, hosted by Lord Benjamin Mancroft, focusing on trade and tourism connections between Uganda and the UK, fostering a promising partnership between the nations. Additionally, a dinner gathering brought together potential investors, members of the Uganda Diaspora Association, and international brand hotels at The Royal Overseas League, providing a platform to showcase Uganda’s unique offerings.
Raising Awareness of Uganda’s Exceptional Attributes
During the brand launch at the Uganda High Commission, Minister Butime stressed the importance of raising awareness about Uganda’s exceptional attributes in international markets. He delivered a clear message to prospective tourists, emphasizing Uganda’s exceptional offerings of diversity, adventure, and natural beauty. The ‘Explore Uganda, The Pearl of Africa’ brand represents a commitment to offer visitors a unique and unforgettable experience.
The UTB Director, Birigwa, stressed the importance of UTB’s involvement in building meaningful networks and business relationships to position Uganda as a top choice for global travelers. The meetings at the Experience Africa Travel Show offered an excellent opportunity for the private sector to showcase Uganda’s tourism potential to over 140 Africa Specialist operators, effectively communicating the country’s unique offerings on-site.