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Uganda rebrands tourist destination

As the world starts to recover from the effects of the pandemic and opening up borders and skies to global tourism, Uganda, has refreshed its tourism destination brand promise, with the unveiling of a new brand identity that
promises both domestic, regional and global tourists, an adventure of a lifetime.

The brand identity—Explore Uganda, The Pearl of Africa, was unveiled on Friday, 21 st
January 2022, by the country's president, H.E Yoweri Kaguta Museveni in Kampala,
Uganda’s capital city. The president was assisted by Col. Rtd Tom Butime, Hon Martin
Bahinduka Mugarra and Ms. Doreen Katusiime, the Cabinet, State Minister and Permanent
Secretary for Tourism, Wildlife and Antiquities, respectively.

The Brand was developed by Uganda Tourism Board (UTB), Uganda’s tourism marketing
and regulatory agency.

The Uganda Tourism Board Chief Executive Officer, Ms. Lilly Ajarova and her Deputy, Mr.
Bradford Ochieng; and the Board Chairman, Hon. Daudi Migereko together with board
members, hosted the unveiling, held at the Kololo Ceremonial Grounds.

Explaining the new brand promise, Ajarova, said that the new brand promise seeks to
reemphasise Uganda’s rare and precious range of tourism attractions to the world, thereby
earning destination Uganda competitive market share.

“Uganda is no doubt beautiful. Beautiful beyond measure. Yes, everyone knew that Uganda
is and has always been the Pearl of Africa, – but there was a lack of clarity and consistency
on, if Uganda is the Pearl of Africa- what pearls does it have to offer for each of the various
travel segments and preferences,” she said, adding: “To win the marketplace; to achieve our
Number One objective of “Sustainably Promoting Uganda as a Competitive Tourism
Destination for Inclusive Development” it was therefore important that all stakeholders
are aligned on what makes us the Pearl of Africa and how do we unpack that to the various
travel markets/segments around the world.”

“Explore, Uganda the Pearl of Africa is an invitation to our tourists- both domestic, regional
and international to rediscover the magnificence of the Pearl. We are promising and inviting
them to Explore Uganda, The Pearl of Africa, for ADVENTURE OF THEIR LIFETIME,” she

Before the new brand, there were a number of campaigns by various stakeholders, most of
which were built around “Visit Uganda” as a call to action, something that Ajarova says did
not appropriately capture the uniqueness of Uganda’s attractions.

“If you think about it, when you invite someone to visit you, you are simply asking them to
check on you, maybe for a few days. But an invitation to EXPLORE is really about inviting
someone to indulge themselves. To spoil themselves; to delve into; to deep-dive; to discover
and rediscover- the depth, range and variety of attractions in the pearl,” Ms Ajarova further

Speaking at the launch, President Museveni urged beckoned the world to Explore Uganda,
The Pearl of Africa saying that, the uniqueness of her attractions guaranteed a better
experience and higher return on investment. He particularly extolled Uganda’s unique
terrain, that made the country a “roof of Africa” where Lake Victoria sits, giving birth to the
Mighty River Nile that flows through various Ugandan lakes on its way to Alexandria in

He also highlighted Uganda’s abundant vegetation, temperate climate, variety of wildlife,
strategic location on the Equator, cultural diversity, community tourism, peace and security,
among others.

He also said, Uganda’s unique place in anthropogeny as the birthplace of humankind should
be studied, documented and sold as a tourist attraction.

Mr. Museveni welcomed the new brand promise and recognized Uganda Tourism Board
(UTB) for the imaginative repackaging of Uganda’s tourism value proposition.

“Uganda is a very nice place, but it needed a group to talk about it; to inform the world,” he
said adding: “I am very happy with the new group headed by our daughter Ajarova…. I
salute that group. You can see they are putting a lot of imagination into what they are doing.”
“I congratulate the board by led by Hon. Daudi Migereko (Chairman) and others. I also
congratulate the Ministry, under Col. Rtd. Tom Butime,” he said.

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