The newly unveiled #ExploreUganda destination brand was on full display at this year’s World Travel Market Africa event held in Cape Town in South Africa, bringing together leading travel industry players from around the world.
This is the second international tourism event where Uganda Tourism Board (UTB) is showcasing its new Destination Brand, Explore Uganda, the Pearl of Africa¸ to a global audience after the Dubai Expo 2020 in Dubai, United Arab Emirates.
The East African nation that received over 1.5 million arrivals in 2019 is repositioning itself with a new destination brand that promises travellers an adventure of a lifetime.
UTB Chief Executive Officer Lilly Ajarova said: “The new brand promise seeks to reinforce Uganda’s rare and precious range of tourism attractions to the world. ‘Explore Uganda, the Pearl of Africa’ is simply an invitation to the world, to rediscover the beauty of the Pearl. We are asking those who visit our country to immerse themselves in its unique experiences and attractions hence our call to ‘Explore Uganda.’
Uganda’s refreshed destination brand identity will increase arrivals in the destination as the global travel industry recovers from the Covid-19 pandemic. UTB is also working with all stakeholders to rebuild and restart the sector as the global tourism and travel industry resumes.
The new brand is underpinned by a call to action for travelers to discover the true essence of what Uganda has to offer the world.
Ms. Ajarova added: “The Pearl of Africa has uniquely mesmerizing experiences catering to the needs of diverse visitors with its endemic and endangered flora and fauna, pleasant all-year round weather, unique scenery punctuated by snow-capped mountains, beautiful lakes, and rivers.
At the brand launch in January, President Yoweri Museveni said; “The new marketing strategy is about re-imagining Ugandan tourism and positioning the country as a competitive international travel destination.”
UNIQUE TOURISM ATTRACTIONS
Uganda boasts of unique natural, cultural and historical attractions in the world. For example, 54% of the Mountain gorillas in the world are found in Uganda. Apart from the Big Five – lion, leopard, giraffe, elephant and giraffe – travellers track and habituate the Big Two; mountain gorillas and chimpanzees.
The world over, Ugandans are also recognized as the friendliest people in the world with a rich cultural heritage, with over 50 tribes. The destination offers a captivating tourism experience packed with unforgettable memories for adventure-seekers such as water-rafting, bungy jumping, mountaineering, nature walks and for avid bird-watchers, Uganda is a home for 1,090 bird species, which is 50% of the bird species in Africa.
