Uganda Tourism Board has announced a strategic partnership with Expedia Group, a leading Online Travel Agency (OTA) to promote destination Uganda in the core source markets of the United Kingdom, the United States of America, and Canada.
The OTA boasts 25 years of experience with over 200 travel sites in 70 countries, 100,000 travel agents, 3,000 DMOs, 168 million loyalty members across the world, 450 million online visits, and over 1.2 billion trip searches per month.
Launched on November 5, 2024, the campaign dubbed “Uniquely Yours” will promote Uganda’s iconic sustainable tourist experiences including gorilla tracking, bird watching, and authentic adventure tourism activities to target markets across the world.
In line with the new national Destination Marketing Strategy 2024/2025- 2028/2029, the online campaign will achieve the strategic objectives of increasing the share of high-value international leisure travelers, and visitor expenditure in the Pearl of Africa.
Through the campaign, UTB will build the destination brand by creating compelling stories, and promote the immersive experiences that are unique to Uganda.
Lilly Ajarova CEO of UTB noted, “We are excited to unveil our partnership with Expedia where Uganda will showcase the best experiences that our country has to offer to our travelers in the core source markets of the UK, USA, and Canada.”
She was optimistic that the campaign would tap into the Expedia group’s vast networks for increased tourism arrivals to the Pearl of Africa.
Ambassador John Leonard Mugerwa from the Ministry of Foreign Affairs underlined the importance of the collaboration between UTB and Uganda’s missions abroad for tourism promotion and development.
“We are happy to support the Explore Uganda campaign on Expedia in partnership with the Uganda Tourism Board. Our joint effort will certainly reach our target markets, not only in the UK but also in North America,” said Amb Mugerwa.
From the picturesque landscapes, and lifetime adventures to the incredible wildlife experiences and captivating cultures, the campaign will be placed on the Expedia website with a dedicated landing page for destination Uganda to further display the array of attractions that await travelers to the Pearl of Africa.
Uganda is home to 54% of the mountain gorillas, 11% of the global bird diversity (50% of African birds, 39% – of Africa’s mammal species), and over 65 tribes – a melting pot of different cultures and heritage.
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