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Discover Uganda at the World Travel Market Africa.

At this year’s World Travel Market Africa event in Cape Town, South Africa, which brought together major travel industry leaders from around the world, the newly revealed #ExploreUganda destination brand was on full show.

After the Dubai Expo 2020 in Dubai, United Arab Emirates, this is the second major tourism event where Uganda Tourism Board (UTB) is promoting its new Destination Brand, Explore Uganda, the Pearl of Africa, to a worldwide audience.


The East African country, which welcomed over 1.5 million visitors in 2019, is rebranding itself with a new destination brand that promises visitors a once-in-a-lifetime experience.

“The new brand promise strives to highlight Uganda’s unusual and precious assortment of tourism attractions to the world,” said UTB Chief Executive Officer Lilly Ajarova.

‘Explore Uganda, Africa’s Pearl’ is just an invitation to the rest of the world to rediscover the Pearl’s magnificence. We want visitors to Uganda to immerse themselves in the country’s distinctive experiences and attractions, which is why we’re encouraging them to ‘Explore Uganda.’

As the global travel sector rebounds from the Covid-19 pandemic, Uganda’s revamped destination brand identity will enhance arrivals. As the global tourism and travel business resumes, UTB is likewise working with all stakeholders to restore and relaunch the sector.

The new brand is built around a call to action for visitors to experience the actual spirit of what Uganda has to offer the globe.

“With its endemic and endangered flora and fauna, pleasant all-year-round weather, distinctive scenery highlighted by snow-capped mountains, magnificent lakes and rivers, the Pearl of Africa has particularly fascinating experiences responding to the needs of varied guests,” Ms Ajarova continued.

“The new marketing strategy is about re-imagining Ugandan tourism and establishing the country as a competitive worldwide vacation destination,” President Yoweri Museveni stated at the brand launch in January.


Uganda is home to some of the world’s most remarkable natural, cultural, and historical sites. Uganda, for example, is home to 54 percent of the world’s mountain gorillas. Aside from the Big Five – lion, leopard, giraffe, elephant, and giraffe — tourists monitor and familiarize themselves with the Big Two – mountain gorillas and chimps.

Ugandans are known around the world for being the friendliest people on the planet, with a diverse cultural heritage that includes over 50 tribes.

For adventure seekers, the destination offers activities such as water rafting, bungee jumping, mountaineering, and nature walks, as well as a home to 1,090 bird species, accounting for half of Africa’s bird species. For avid bird-watchers, Uganda is home to 1,090 bird species, accounting for half of Africa’s bird species.


WTM Africa is Africa’s biggest Business-to-Business (B2B) event, catering to both inbound and outbound African travel and tourist sectors. Over 6,000 travel industry professionals are expected to attend the expo to learn more about what the continent has to offer the global tourism market.

WTM Africa is a high-profile venue for professionals in the African travel industry to network with their worldwide counterparts and share the newest tourism trends, news, and technology, similar to WTM flagship events like WTM London and the Arabian Travel Market in Dubai.

Hosted Buyers, Buyers Club Members, media representatives, networking meetings, and evening activities are among the highlights of WTM Africa for travel representatives looking to make strong personal and business interactions with customers.

Uganda Tourism Board (UTB), Uganda Airlines, and the tourism private sector will represent the country at WTM Africa 2022, showcasing the country’s connections, tourism products, and services.

UTB is also using the event to debut the country’s new destination brand, ‘Explore Uganda, Pearl of Africa,’ to a worldwide travel audience for the first time. At the exhibition, UTB will attempt to strengthen its connections with major travel trade partners in addition to promoting awareness of Uganda’s tourist products.


Tourism is one of Uganda’s fastest-growing industries. The sector brought in over USD$1.6 billion in 2018, up from USD$1.45 billion in 2017, and accounted for 7.7% of the country’s GDP.

In 2021, however, the country welcomed 512,945 tourists due to the pandemic. The Ugandan government and tourism industry stakeholders are spending extensively in the sector’s recovery in the aftermath of the Covid-19 outbreak.

Travelers must, however, follow worldwide health and safety norms, such as receiving Covid-19 immunizations, wearing masks in public places, cleaning, and maintaining physical separation.

“We have put in place measures to assure the maximum safety and security of our visitors, as well as to conserve our biological resources in order to promote the sector’s long-term growth.”

Uganda’s Minister for Tourism, Wildlife and Antiquities, Hon. Tom R. Butime, said, “The sector has also invested in infrastructure and internet connectivity, as well as contemporary housing facilities in our national parks and main cities.”

The Pearl of Africa Tourism Expo (POATE) 2022 will be held at UTB in September of this year, with top global and regional travel agents in attendance.


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