While presenting the progress so far made on government’s 2016 pledges as part of the manifesto week, government revealed that the procedure of rebranding Uganda as a tourism destination has already been inaugurated and will be completed by the end of 2019.
Minister of Tourism, Hon. Ephraim Kamuntu, said a consultant has already been secured to process the new Uganda destination brand which will be launched by the end of this fiscal year.
Uganda has always used ‘Pearl of Africa’ tagline to market its tourism, which name was given by the then British Prime Minister Sir Winston Churchill’s due to the impression given by her natural beauty.
However, some players in the tourism sector say the ‘Pearl of Africa’ tagline is not definitive enough of Uganda tourism potential and could opt for an alternative given chance.
The CEO Uganda Tourism Board, Ms Lilly Ajarova while commenting on the matter said that one of the proposed taglines is ‘Gifted by Nature’. She added that once the consultant has completed the entire consultation and affirmation process, there will be a colossal launch of the brand both locally and internationally.
The new destination brand is anticipated to improve the face of Uganda’s tourism which will ultimately increase on the number of visitors to Uganda.
According to statistics given by the tourism minister, tourist arrivals increased by an 18 percent growing from 1.37 million in 2005/16 to 1.54 million in 2018. In the same duration, the foreign revenue generated by the sector grew from USD 1.37bn to USD 1.63bn, a desirable trajectory improvement.
Kamuntu further said by 2018, the sector was employing up to 628,000 people, a 25 percent increase from 504,000 in 2015/16.
Also hinted on were some of the sector’s anticipated progresses for example it was sited that a pre-feasibility study for the Mt. Rwenzori cable car project was conducted and a sum of Shs.4bn is required for the project.
The minister however commented that funding continues to be a major setback with the sector’s budget gravitating between 0.1 and 0.3 percent of the national budget since 2016.
He further expressed concern over multiple taxation suffered by private tour operators which has restricted some of their services which could have directly improved the tourism sector.
About Guide2Uganda
Guide2Uganda (www.guide2uganda.ug) is the most comprehensive source of information about Uganda that exists on the web, with more content on Uganda and surrounding towns, attractions, museums and galleries than any other online guide that currently exists for Uganda as well as being a dynamic news and comprehensive events driven site with content being added daily.
According to WeFollow & Peer Index (whom both measure online influence) we are among the most influential online media organizations in Uganda. We were also awarded for ‘’Best Destination Website in Uganda’’ by Jumia Travel Uganda in the 2017-2018 Africa Travel Awards. If you are planning a visit to Uganda you can always reach us on; info@guide2uganda.ug
