Uganda has officially launched its ‘Explore Uganda, The Pearl of Africa’ brand in the United Kingdom. This took place through a series of engaging market activation and meetings. It included private sector participation in the Experience Africa Travel Show held from 26th to 28th June 2023 at Chelsea Football Club in central London.
Led by Hon. Tom Butime, Minister of Tourism Wildlife and Antiquities, a delegation from Uganda visited the Uganda High Commission in London. The delegation included UTB Director Yogi Birigwa, CEO Lilly Ajarova, and representatives from the private sector. During the visit, they discussed the promotion of Uganda’s tourism under its new brand.
UTB CEO Lilly Ajarova said, “The UK market holds great importance for Uganda’s tourism industry. We will continue to invest in raising awareness and positioning Uganda as the premier tourism spot in Africa. The ‘Explore Uganda, The Pearl of Africa’ brand shows the country’s distinctive features, offering a comprehensive package. With its abundant wildlife, diverse cultural experiences, delicious cuisine, rich bird life, thrilling adventures, and breathtaking landscapes, Uganda stands out as the ideal destination for travellers seeking a truly fulfilling experience.”
Highlights of the Visit
One of the highlights of the visit was a meeting at the House of Lords, hosted by Lord Benjamin Mancroft. The session focused on exploring the trade and tourism connections between Uganda and the UK, promoting a promising partnership between the two nations. Additionally, a dinner brought together potential investors, members of the Uganda Diaspora Association, and international brand hotels at The Royal Overseas League, providing a platform to show the unique offerings of Uganda.
At the brand launch held at the Uganda High Commission, Hon. Butime highlighted the importance of raising awareness about Uganda’s exceptional attributes. The focus was on promoting these attributes in international markets.
He gave a clear message to potential visitors. The message was that Uganda offers an exceptional experience. The experience is filled with diversity, adventure, and natural beauty. The ‘Explore Uganda, The Pearl of Africa’ brand signifies a promise to provide visitors with a once in a lifetime adventure.
UTB Director Mr. Birigwa focused the importance of UTB’s presence. He highlighted its role in creating valuable networks and business connections. The goal was to position Uganda as a loved destination for international visitors.
Importance of Private Sector
The meetings at the Experience Africa Travel Show provided an excellent opportunity for the private sector. The private sector could highlight Uganda’s tourism potential to over 140 Africa Specialist operators. During these meetings, they showed Uganda’s unique offerings. Effective on-site communication was used to convey the message.