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After Dubai, Uganda takes new tourism destination brand gospel to South Africa

Uganda has unveiled its new destination brand, Explore Uganda, the pearl of Africa  at this year’s World Travel Market Africa being held in Cape town, South Africa.

The WTM Africa event running from  April 11 – 13  2022 is Africa’s leading Business-to-Business (B2B) exhibition, for both inbound and outbound African travel and tourism markets. Over 6,000 travel industry professionals will attend the expo to gain insights into the continent’s tourism offers to the world tourism market. 

The event brings together leading travel industry players from around the world.

This is the second international tourism event at which Uganda Tourism Board is showcasing this new Destination Brand to a global audience with the same being done at the closure of the Dubai Expo 2020 in the United Arab Emirates a week ago.

The the move is part of several efforts the country is using to reposition itself  in the global tourism market as a preffered destination as the world opens up to more travel following restrctions that were brought about by the COVID-19 pandemic.

According to the UTB Chief Executive Officer, Ms Lilly Ajarova,  the new brand  seeks to reinforce Uganda’s rare and precious range of tourism 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 are asking those who visit our country to immerse themselves in its unique experiences and attractions hence our call to ‘Explore Uganda,” Ajarova said.

Uganda’s refreshed destination brand  is highly poised to attract arrivals to the destination at a time when the global travel industry is recovering from the devasitating effects of the recent pandemic that had put it on its knees.

The Pearl of Africa has uniquely mesmerizing experiences catering to the needs of diverse visitors with its endemic and endangered flora and fauna, pleasant all-year round weather, unique scenery punctuated by snow-capped mountains, beautiful lakes and rivers,” Ms Ajarova said.

The country boasts of unique natural, cultural and historical attractions in the world. For example, 54% of the Mountain gorillas in the world are found in Uganda. Apart from the Big Five – lion, leopard, giraffe, elephant and giraffe – tourists can track and habituate the Big Two; mountain gorillas and chimpanzees.

The Ugandan people are lauded as some ofthe friendliest in the world with. The country also enjoys a rich cultural heritage with over 50 tribes and is home to about 1,090 bird species, which is 50% of the bird species in Africa.


World Travel Market Africa

Themed along the lines of WTM flagship events like WTM London and the Arabian Travel Market in Dubai, WTM Africa provides a high-profile platform for professionals in the African travel industry to network with their global counterparts and to share the latest tourism trends, news and technologies.



WTM Africa also offers opportunities for travel representatives to create quality personal and business contacts with customers, with highlights including Hosted Buyers, Buyers Club Members, media representatives, networking meetings and evening events.  The event was held virtually last year due to the Covid-19 pandemic.

Destination Uganda at WTM Africa 2022 is represented by Uganda Tourism Board (UTB), Uganda Airlines and the tourism private sector which will showcase the country’s connectivity, tourism products and services. UTB is also leveraging the event to unveil the country’s new destination brand ‘Explore Uganda, Pearl of Africa’ for the first time to a global travel audience. Apart from raising awareness of Uganda’s tourism offerings, UTB will also seek to build on its relationships with key travel trade partners at the expo. 


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