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Take on the Pearl: New domestic tourism campaign launched

The Uganda Tourism Board (UTB) on Friday launched a new domestic tourism campaign dubbed ‘Take on the Pearl’ aimed at encouraging Ugandans to flock tourist destinations.

The 8 week campaign is aimed at jump-starting the country’s tourism; with focus on the domestic market, in addition to putting a spotlight on some of the country’s prized tourist attractions.

According to the Chief Executive Officer of Uganda Tourism Board Lilly Ajarova,  the pandemic has created an opportunity for Ugandans to travel within their own country with destinations advised to look inwards.

“The pandemic has created an opportunity for us to look inwards and therefore travel our country. It is a delight to launch this domestic tourism campaign today as part of the efforts by the board to not only encourage domestic travel but also close the seasonality gap that has been created,” Ajarova said.

Sipi Falls

She also added that the campaign aims at both creating awareness and also educating Ugandans on the various tourist spots around the country. With emphasis on What? When? How? Who? And Where to Travel.


The Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, Doreen Katusiime noted that the campaign will give Ugandans an opportunity to know their country.


“Take on The Pearl will give Ugandans the chance to be aware and know more about where they can travel to during this time. I, therefore, encourage all Ugandans to travel safely and continue to follow the tourism SOPs put in place by the Ministry of Tourism, Wildlife and Antiquities with guidelines from the Ministry of Health,” Katusimme said.


How to participate


Visit Uganda Social media pages will post the contest photo every Friday.


People will have to respond with the name of the place and reason why they want to go to the place, for a chance to win the trip.


We will have 2 winners per week for 8 weeks. Winners will be announced at the beginning of the week and shall take their trip over the weekend; Friday to Sunday.



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Ms Pamela Amia is a Multimedia Journalist, Conservationist and traveler.


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