TOURISM

Beautiful! This is the most common word people used to describe the launch of Uganda’s rebranding drive at Kololo Independence Grounds in Kampala on Friday (January 21).

UTB boss Lily Ajarova (left) interacting with guests at Kololo

The ladies splashed their traditional dresses from western Uganda. The men donned white tunics, also known as kanzus. The multi-coloured traditional wear of the Karimojongs was also on show.  

This was Uganda in one place. It was fitting for the occasion, the beginning of another journey into the future of marketing Uganda or destination Uganda. 

The equator is one of Uganda's major visual attractions

It was a taste of the wide variety of Ugandan culture at the unveiling

"This is a monumental day in the history of Uganda Tourism Board (UTB),” said Lilly Ajarova, the UTB chief executive officer, adding that the new brand for destination Uganda will shape the rebuilding of the East African nation’s rightful place in tourism.  

Ajarova said Ugandans are hospitalable and that the new brand will provide them with a renewed of hope.  

When you are in Uganda, this is the sort of cultural experience you get to enjoy

The biggest meal of the day was served by President Yoweri Museveni, who unveiled the new brand for destination Uganda: Explore Uganda the Pearl of Africa".   

President Museveni unveiled Uganda's new take on its branding

Ajarova said Uganda is among the top 10 countries in the world most gifted when it comes to biodiversity wealth.

She said Uganda has 50% of the bird species in Africa and 53% of the mountain gorillas estimated at 1,000 globally. Yet, the country does not earn as much as its gifts in tourism revenue. 

“Uganda is beautiful beyond measure. Why doesn’t Uganda’s tourism get a fair share of this?” she wondered. “There was lack of clarity and consistence is marketing what Uganda offers.”  

The UTB boss said there was lack of single messaging. But the end to this, according to Ajarova, has come in unveiling the new brand.

Her definition of a brand is one which is about attractions, accessibility, accommodation, amenities and awareness.  

Musician Sheebah Karungi entertaining guests at Kololo

President Museveni served what Ajarova’s team had spent two-and-a-half years developing.

He also borrowed from his deep knowledge about evolution of people who originated from East Africa and dispersed to other parts of the world. 

Museveni stepped forward and unveiled, “Explore Uganda the Pearl of Africa” amid applause and ululations from the audience were went on their feet for a standing ovation in honour of the new brand for destination Uganda.