Uganda has launched its charming tourism brand, “Explore Uganda, The Pearl of Africa,” in the United Kingdom.
The brand roll out was accompanied by a series of market activations and meetings aimed at promoting Uganda’s rich tourism potential and attracting visitors from the UK tourism source market. The events took place from June 26th to June 28th, 2023, including the prestigious Experience Africa Travel Show held at the Chelsea Football Club in Central London, where Uganda showcased its offerings to the travel industry.
The Ugandan delegation, led by Hon. Tom Butime, Minister of Tourism, Wildlife, and Antiquities, included key representatives from Uganda Tourism Board (UTB), such as Director Yogi Birigwa and CEO Lilly Ajarova, along with private sector participants. The delegation had the opportunity to engage with various stakeholders during their visit to the UK.
At the Uganda High Commission in London, the delegation interacted with the High Commissioner and embassy staff, focusing on destination marketing strategies under the new brand. This collaboration emphasized the importance of creating awareness about Uganda’s unique attributes and captivating experiences among potential travellers. Hon. Butime highlighted the significance of the brand unveiling, emphasizing that it sends a clear message to prospective visitors that Uganda offers an extraordinary adventure filled with diversity, excitement, and unparalleled beauty. He expressed that the brand serves as a promise to provide travellers to Uganda with a once-in-a-lifetime experience.
Director Birigwa stressed the critical role played by UTB’s involvement in developing the tourism business and networking connections to draw in and engage the international market and present Uganda as a top travel destination. Meetings held throughout the visit provided a fantastic venue to introduce over 140 Africa Specialist operators to Uganda’s tourist potential, facilitating on-site destination messaging and creating key contacts.
In addition to expressing her delight with the brand activations, UTB CEO Lilly Ajarova reiterated the UK market’s importance as a key overseas market for Uganda. She emphasized the dedication to making additional investments to promote Uganda as the leading tourism destination in Africa and increase its attractiveness to a wider international market.
In addition to the brand roll out, Lord Benjamin Mancroft facilitated discussions on trade and tourism ties between Uganda and the UK during a special engagement at the House of Lords. Additionally, The Royal Overseas League hosted a dinner event that gave attendees an opportunity to network with possible investors, the Uganda Diaspora Association, and worldwide chain hotels.
With the arrival of the “Explore Uganda, The Pearl of Africa” brand in the UK, Uganda is ready to capture the attention of British tourists and establish itself as a top vacation destination in Africa. With the help of this effort, Uganda will be able to showcase its exceptional natural beauty, rich wildlife, and rich cultural history to a larger global audience and allure travelers to experience memorable trips in the heart of Africa.
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