Uganda’s commitment to bolstering its tourism sector reaches new heights as it unveils the highly anticipated Explore Uganda – The Pearl of Africa brand in the United Kingdom.
KAMPALA, UGANDA | NOW THEN DIGITAL — Uganda’s iconic Explore Uganda, The Pearl of Africa brand made its grand debut in the UK, captivating travelers with the promise of unique and unforgettable experiences. The brand launch was marked by a series of market activations and meetings, featuring active participation from both the public and private sectors.
Led by Hon. Tom Butime, Minister of Tourism, Wildlife, and Antiquities, the Ugandan delegation left no stone unturned in promoting Uganda as a premier destination at the Experience Africa Travel Show held in Central London.
Promoting Destination Uganda: Building Connections and Inspiring Travel
Hon. Tom Butime, along with UTB Director Yogi Birigwa and CEO Lilly Ajarova, spearheaded the delegation, including representatives from the private sector.
Their journey began at the Uganda High Commission in London, where they collaborated with the High Commissioner and embassy staff to bolster Uganda’s destination marketing efforts under the new brand.
The delegation was warmly received by Lord Benjamin Mancroft at the House of Lords, fostering discussions on the crucial trade and tourism linkages between Uganda and the UK. This engagement aimed to forge stronger bonds and deepen cooperation between the two nations.
An intimate dinner event held at The Royal Overseas League brought together potential investors, members of the Uganda Diaspora Association, and international brand hotels. The gathering provided a platform to showcase the immense potential and investment opportunities that Uganda’s tourism sector offers.
A New Era for Uganda’s Tourism: The Power of Branding
During the brand launch, Hon. Tom Butime emphasized the significance of raising awareness about Uganda’s unique attributes to international travelers.
He expressed that unveiling the brand was pivotal in communicating a clear message: Uganda offers an unparalleled experience filled with diversity, adventure, and natural beauty, awaiting explorers like never before. The brand serves as a promise to deliver a lifetime adventure to all who choose Uganda as their destination.
UTB Director Yogi Birigwa highlighted the importance of UTB’s participation in creating valuable networks and business linkages. These connections are vital for attracting visitors and establishing Uganda as a preferred tourism destination in the foreign market.
UTB CEO Lilly Ajarova expressed satisfaction with the activations, acknowledging the UK market’s significant role as a key international market for Uganda. She affirmed that further investments would be made to position Uganda as the top tourism destination in Africa, leveraging the Explore Uganda – The Pearl of Africa campaign’s immense potential.
Revitalizing Uganda’s Tourism Sector: President Museveni’s Vision
President Museveni launched the Explore Uganda – The Pearl of Africa campaign in 2022, with the primary objective of rejuvenating Uganda’s tourism sector, which was severely impacted by the COVID-19 pandemic.
The campaign represents a strategic effort to reimagine Uganda’s tourism landscape and position the country as a globally recognized and competitive tour destination.
"Explore Uganda the Pearl of Africa brand launch in the UK"
The Deputy High Commissioner, Amb. John Mugerwa, the High Commissioner Nimisha Madhvani, Hon Tom Butime, Director @YogiBiriggwa and CEO @LillyAjarova have successfully launched the destination brand at the Uganda High… pic.twitter.com/2iUpIDW1qH
— Uganda Tourism Board (@TourismBoardUg) July 1, 2023
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