This year, Uganda looks forward to engaging more International Public Relation firms so as to promote and market Uganda’s tourism across the different continents.
The State minister for Tourism, Hon. Godfrey Kiwanda recently said the new firms to market Uganda’s Tourism in countries like Japan, China and the Middle East will be revealed later on in the year.
He further revealed that; ‘’It is part of our bigger marketing strategy for 2019 as we have potential, all we need is to make people all over the world about Uganda’s tourism’’.
Currently, Uganda has three Public Relations firms that include; PHG Consulting with offices in United States of America, KPRN in German and Kamageo in the United Kingdom that were hired three years ago to spread the message regarding Uganda’s tourism potential at a cost of US$500,000 per year, though the ministry feels more energy is needed.
The new firms will be expected to hike Uganda’s profile as a preferred tourism destination in Africa, double up inbound tourist numbers to Uganda, and promote investment opportunities in the country’s growing tourism sector. They will also be tasked to provide damage control about Uganda so as to erase the negative perception in abid to attract a pool of both tourists and investors that will in return generate more tax revenue and create employment opportunities for the local population.
However, key industry experts have their own opinions about the whole initiative as some say its resource wasteful while others say it’s a great idea that will help boost local tourism.
The vice president for Uganda Tourism Association (UTA), Hebert Byaruhanga who has been part of the tourism sector with 20 years spanning experience says it’s a good strategy since we are not yet visible and not yet known. He adds that, China is one of the leading global economies thus Chinese need know about Uganda while the strategy is implemented. He also advises Uganda tourism board to conduct concrete research so as to determine tastes and preferences of people within the estimated new markets for tangible results.
He further states that, it’s not a matter just a matter of hiring new firms and putting them there, however, more needs to be done such as collecting facts on tourist numbers from the markets where those firm will operate from foristance Kenya shares tourist arrival numbers every month for accountability.
Association of Uganda Tour operators chairman and proprietor for Ever Based Tour and Travel, Everest Kayondo notes that hiring of Public Relation firms should be seen as a bigger marketing tool for the country’s tourism. He however adds that, hiring marketing firms alone may not be a solution but rather increasing funding for the sector to grow is important, he says the sector of now receives around 0.1% of the national budget and contributes 10% to NGDP.
Kayondo continues to say that more efforts should be forwarded to training of tour guides and related work for the sectors rapid growth.
State Minister for Tourism, Godfrey Kiwanda maintains that the ever growing numbers of foreign tourists visiting Uganda is partially attributed to the work of the firms.
Data analytic reports from Civil Aviation Authority indicate that the total number of arrivals at Entebbe International Airport increased by 1,99,703 visitors to 1.8 million in the year 2018 compared to 2017 where 60% of the arrivals are tourist based according to the authority.
He further reveals that visits to Uganda’s national parks grew by 14% to 325,345 visitors in 2018, up from 285,671 as of 2017. He credited Tulambule Campaign as a great catalyst and contributing factor.
Kiwanda says, the year 2019 is targeted to add atleast one million tourists on top of the previously estimated 2 million that have so far visited the pearl of Africa.
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