On January 21, 2022, President Yoweri Museveni launched a new brand for Uganda as a tourism destination dubbed the “Explore Uganda”. The Pearl of Africa Campaign is aimed at packaging Uganda’s unique tourism products and promoting the country as the leading tourism destination in Africa.
According to the Minister of Tourism, Wildlife, and Antiquities, the “new brand” is a result of a very intensive study which took a period of time”. The study was done by the Uganda Tourism Board in collaboration with some of the market researchers in North America and Europe.
The three-year campaign aims at intensively marketing Uganda as a destination to the outside world and also bring on board, Ugandans to explore their own country. The Uganda Tourism Board (UTB) strongly believes that the brand will significantly win Uganda’s rightful place on the world market.
Will the Explore Uganda Campaign Promote Tourism
The “Explore Uganda” campaign has met several reactions with some stakeholders doubting if the campaign will promote the country and boost tourist arrivals that have largely swindled during the past two years of the Covid-19 pandemic which adversely affected international tourism.
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