8 July 2023
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 activations and meetings, including 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, Uganda’s Minister of Tourism Wildlife and Antiquities, a delegation from Uganda, along with UTB Director Yogi Birigwa, CEO Lilly Ajarova, and representatives from the private sector, had the opportunity to interact with the Uganda High Commission in London and discuss 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 destination in Africa. The ‘Explore Uganda, The Pearl of Africa’ brand encapsulates the country’s distinctive features, offering a comprehensive package. With its abundant wildlife, diverse cultural experiences, delicious cuisine, rich birdlife, thrilling adventures, and breathtaking landscapes, Uganda stands out as the ideal destination for travellers seeking a truly fulfilling experience.”
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, fostering 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 showcase the unique offerings of Uganda.
During the brand launch at the Uganda High Commission, Hon. Butime emphasised the importance of raising awareness about Uganda’s exceptional attributes in international markets.
He conveyed a clear message to potential travellers that Uganda offers an unparalleled experience 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 underscored the significance of UTB’s participation in creating valuable networks and business connections to position Uganda as a preferred destination for international travellers. The meetings at the Experience Africa Travel Show served as an excellent opportunity for the private sector to highlight Uganda’s tourism potential to over 140 Africa Specialist operators, showcasing the country’s unique offerings through effective on-site communication.
