The making of the Destination Brand "Explore Uganda" The Pearl of Africa

The new Destination Uganda Brand—Explore Uganda, The Pearl of Africa-was officially launched on January 21, 2022. This refreshed brand aims to highlight the diversity and richness of Uganda's tourism attractions and invites both locals and international visitors to discover and experience the country's unique offerings.

Key Elements of the Brand

1. The Pearl of Africa: This represents the essence of Uganda's tourism, emphasizing its rarity and value. Uganda is known for its beautiful landscapes, from the highest mountains to the deepest lakes and vast savannas. The brand reemphasizes the precious variety of attractions that Uganda has to offer.

2. Explore Uganda: This is the call to action, inviting tourists to delve into the depth and range of experiences available in Uganda. It encourages visitors to take their time and truly immerse themselves in the country's offerings, whether they are thrill-seekers or those looking for a relaxing getaway.

Objectives of the Brand

-Promote Tourism: The brand aims to attract both domestic and international tourists by showcasing Uganda's unique attractions.
Economic Growth: By increasing tourist arrivals and tourism revenue, the brand seeks to contribute to Uganda's economic development.
Competitive Positioning: The brand positions Uganda as a top tourism destination in Africa and the world, highlighting its competitive edge.

Impact and Future Plans

Since its launch, the brand has been instrumental in reviving Uganda's tourism sector, especially following the global pandemic. The Uganda Tourism Board (UTB) continues to work with public and private sector stakeholders to ensure the brand's success and sustainability.

The new brand is more than just a marketing tool; it's an invitation to explore, indulge, and discover the true essence of Uganda, The Pearl of Africa.

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