The Uganda Tourism Board (UTB) has teamed up with CNN International to boost Uganda’s profile as a top travel destination. The campaign, called “Explore Uganda: The Pearl of Africa,” is all about showing the world what makes Uganda unique.
This partnership is aimed at reaching travelers from across the globe – Europe, North America, Africa, the Middle East, and East Asia – and connecting with those who value rich experiences and adventure.
The campaign, called “Uniquely Yours,” will share Uganda’s stunning landscapes, incredible wildlife, and rich cultural diversity through videos, articles, and social media. A big part of the push is a 30-second ad that’ll air on CNN networks, reaching audiences in Europe, the Middle East, Africa, Asia Pacific, and North America. It’ll give people a glimpse of the unforgettable experiences Uganda offers.
Dr. Lilly Ajarova, UTB’s Chief Executive Officer, couldn’t hide her excitement about this new campaign. She said, “Some experiences stay with you forever. They become the adventure of a lifetime. With this campaign on CNN International, we’re showing travelers around the world that Uganda really is the Pearl of Africa.”
The goal isn’t just to attract tourists but to position Uganda as a sustainable destination. The focus will be on Uganda’s natural beauty, diverse wildlife, and the country’s ongoing conservation efforts.
“Aligned with our Explore Uganda brand, this campaign will showcase everything that makes Uganda special – from thrilling outdoor activities to our vibrant culture and commitment to sustainable tourism,” Ajarova added.
Uganda’s home to 54% of the world’s mountain gorilla population and has 11% of the world’s bird species. That includes half of Africa’s bird species and 39% of the continent’s mammal species. Add to that more than 65 different tribes, and Uganda becomes a melting pot of wildlife and culture. It’s this rich mix that’ll be highlighted in the campaign, which targets adventure lovers, luxury travelers, and high-net-worth individuals.
“Our partnership with CNN will shine a light on the unforgettable experiences waiting for travelers in Uganda,” Ajarova said.
UTB isn’t stopping with CNN. They’re running similar campaigns with print and digital media platforms like National Geographic Traveller (UK) and TravelZoo, a travel club with over 30 million members worldwide. The campaign will also feature on Expedia, one of the world’s leading online travel agencies, to reach an even broader audience.
This multi-channel approach is designed to appeal to a wide range of travelers, encouraging them to explore Uganda’s national parks, wildlife, and local cultures.
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By partnering with CNN International, UTB’s taking a major step in promoting Uganda as a must-see travel destination. Through the “Explore Uganda: The Pearl of Africa” campaign, they’re inviting travelers from all over the world to discover the wonders of this East African gem.
“We’re committed to showing Uganda not just as an adventure destination, but as a place where every moment becomes a cherished memory,” Ajarova said.
This initiative is expected to put Uganda on the global map, offering travelers a chance to experience the beauty and hospitality that make it truly the Pearl of Africa.
Uganda’s growing reputation hasn’t gone unnoticed. International travel agencies like Rough Guides, Lonely Planet, Bradt Guides, National Geographic, and CNN have all ranked Uganda among the top five countries with the most attractive tourist spots.
Recently, Bradt Guides put Uganda in the spotlight by ranking it as the fourth top tourism destination in the world to explore in 2024. In Africa, Uganda topped the list, beating out Madagascar and Zanzibar.
Even back in 1908, Winston Churchill saw Uganda’s potential. In his book My African Journey, he called Uganda the Pearl of Africa, writing: “Uganda is a fairy-tale. You climb up a railway instead of a beanstalk, and at the end, there’s a wonderful new world. The scenery is different, the vegetation is different, the climate is different, and, most of all, the people are different from anything anywhere to be seen in the whole range of Africa.”
Such glowing rankings show that Uganda has what it takes to thrive in the tourism sector. If harnessed fully, tourism could become Uganda’s goldmine, bringing in billions of dollars.
