Uganda Tourism Board Rolls out ‘Explore Uganda’ Campaign in UK

Uganda has rolled out its signature Explore Uganda, The Pearl of Africa brand in the UK.

The launch was done in a series of market activations and meetings that included private sector participation in the Experience Africa Travel Show held from 26th – 28th June 2023 at the Chelsea Football Club in Central London.

A delegation from Uganda was led by Hon. Tom Butime, Minister of Tourism Wildlife and Antiquities accompanied by UTB Director, Yogi Birigwa, and CEO, Lilly Ajarova alongside the private sector.

The team was hosted at the Uganda High Commission in London where they interacted with the High Commissioner and embassy staff on destination marketing of Uganda under its new brand.

The delegation was hosted by Lord Benjamin Mancroft at the House of Lords where discussions were made on the trade and tourism linkages between Uganda and the UK.

An engagement over dinner with potential investors and the Uganda Diaspora Association, including international brand hotels was hosted at The Royal Overseas League.

On the sidelines of the brand launch at the High Commission, Hon. Butime, underscored the need to create awareness of destination Uganda’s unique attributes in its foreign market.

He noted that unveiling the brand was important in sending a clear message to potential travellers to the country that a holistic experience full of diversity, adventure and beauty like never before awaits them.

He noted that the brand was a promise to give our travellers to Uganda an adventure of a lifetime.

Director Birigwa explained that UTB participation was important in the creation of networking and business linkages for the country in order to attract and endear itself to the foreign market as a destination of choice.

The meetings provided an avenue to highlight Uganda’s tourism potential to at least 140 Africa Specialist operators through participation and on-site destination communications.

UTB CEO, Lilly Ajarova, was happy about the activations. She noted that the UK market remains a core international market for Uganda. She explained that more investment will be made in to position Uganda as the preferred tourism destination in Africa.

The Explore Uganda -The Pearl of Africa campaign was launched by President Museveni in 2022, with the aim of revamping the country’s tourism sector which was greatly affected by the covid-19 pandemic.

President Museveni described it as a strategy to reimage the country’s tourism and put Uganda in a competitive position as an internationally recognized tour destination.