Uganda unveils new tourism brand at World Travel Market Africa 2022

The recently unveiled ‘Explore Uganda’ destination brand was on full display at this year’s World Travel Market Africa event held in Cape Town, South Africa, bringing together the world’s leading travel industry players. entire.

This is the second international tourism event where the Uganda Tourism Board (UTB) is showcasing its new destination brand, Explore Uganda, the Pearl of Africa, to a global audience following Expo Dubai 2020 in Dubai, United Arab Emirates.

The East African nation that welcomed more than 1.5 million arrivals in 2019 is repositioning itself with a new destination brand that promises travelers an unforgettable adventure.

UTB Chief Executive, Lilly Ajarova, said, “The new brand promise aims to enhance Uganda’s rare and valuable range of tourist attractions to the world. “Explore Uganda, the Pearl of Africa” ​​is simply an invitation to the world to rediscover the beauty of the pearl. We ask those who visit our country to immerse themselves in its unique experiences and attractions, hence our call to ‘Explore Uganda’.

According to her, Uganda’s updated destination brand identity will increase arrivals to the destination as the global travel industry recovers from the Covid-19 pandemic.

“UTB is also working with all stakeholders to rebuild and restart the sector as the global tourism and travel industry picks up.”

The new brand is underpinned by a call to action for travelers to experience the true essence of what Uganda has to offer the world.

Ms. Ajarova added: “The Pearl of Africa offers unique fascinating experiences catering to the needs of diverse visitors with its endemic and endangered flora and fauna, pleasant climate all year round, unique landscapes punctuated by snow-capped mountains, beautiful lakes and rivers. ”

At the brand’s launch in January, President Yoweri Museveni said; “The new marketing strategy is to reinvent Ugandan tourism and position the country as a competitive international travel destination.”

Unique tourist attractions

Uganda boasts of unique natural, cultural and historical attractions in the world. For example, 54% of the world’s mountain gorillas are found in Uganda. Besides the Big Five – lion, leopard, giraffe, elephant, and giraffe – travelers follow and habituate the Big Two; mountain gorillas and chimpanzees.

Worldwide, Ugandans are also recognized as the friendliest people in the world with a rich cultural heritage, with over 50 tribes. The destination offers a captivating tourist experience filled with unforgettable memories for adventure seekers such as rafting, bungee jumping, mountaineering, nature walks and for bird watchers, Uganda is home to 1,090 bird species, or 50% of the bird species in Africa.

Wtm Africa event

The WTM Africa event taking place April 11-13, 2022 is Africa’s leading Business-to-Business (B2B) trade show, for the inbound and outbound African travel and tourism markets. More than 6,000 travel industry professionals attend the expo to get a glimpse of the continent’s tourism offerings in the global tourism market.

Themed around WTM’s flagship events such as WTM London and the Arabian Travel Market in Dubai, WTM Africa provides a high profile platform for travel industry professionals in Africa to network with their global counterparts and share the latest tourism trends, news and technologies.

WTM Africa also offers travel representatives the opportunity to create valuable personal and professional contacts with customers, with highlights such as hosted buyers, Buyers Club members, media representatives, networking meetings and evenings. The event took place virtually last year due to the Covid-19 pandemic.

The Uganda destination at WTM Africa 2022 is represented by the Uganda Tourism Board (UTB), Uganda Airlines and the tourism private sector who will showcase the country’s connectivity, tourism products and services.

“UTB is also taking advantage of the event to unveil for the first time the country’s new destination brand ‘Explore Uganda, the Pearl of Africa’ to a global travel audience. In addition to raising awareness of Uganda’s tourism offerings, UTB will also seek to strengthen its relationships with key travel business partners at the expo.

The UTB stand at the World Travel Market Africa in Cape Town-South Africa.

Tourism sector in Uganda

Tourism is one of the fastest growing sectors in Uganda. The sector brought in more than USD 1.6 billion to the country in 2018 compared to USD 1.45 in 2017, which represents 7.7% of the national GDP.

However, with the pandemic, the country welcomed 512,945 tourists in 2021. In the aftermath of the Covid-19 pandemic, the Ugandan government and tourism industry players are investing heavily in reviving the sector.

However, travelers should adhere to global health and safety protocols, including Covid-19 vaccinations, wearing masks in public spaces, sanitizing, and physical distancing.

“We have measures in place to ensure the maximum safety and security of our customers and also in the conservation of our biodiversity resources to foster sustainable growth in the sector. The industry has also invested in infrastructure and internet connectivity, modern accommodation facilities in our national parks and in major cities,” said Ugandan Minister of Tourism, Wildlife and Antiquities, Hon. Tom R. Butime.

In September this year, UTB will host the Pearl of Africa Tourism Expo (POATE) 2022 with the participation of leading global and regional travel agents.

Willie R. Golden