Known for its gorillas and the Big Five, Uganda has a lot to offer on a tourist’s plate.
The Ministry of Tourism in 2022 launched a campaign “Explore Uganda, The Pearl of Africa” aimed at not only promoting Uganda’s most predictable features like the Mountain Gorilla and the Big Five animals.
The big five animals include the lion, leopard, elephant, rhino, and buffalo.
The campaign focused on showcasing Uganda’s diverse communities, modern cities, food, culture, fun activities, and a batch of outdoor adventure activities in order to increase its competitiveness in a post-pandemic tourism industry.
The goal was to have tourists staying longer and exploring Uganda’s diverse corners beyond the National Parks.
In a study by the Ministry, there was a realization that tourists stayed longer in Kenya, Tanzania, and Rwanda than they did in Uganda.
So the Ministry collaborated with some of the market researchers in North America and Europe, who made them realize that it was not only wildlife that people were interested in.
Hence, to be able to put Uganda in a position of a competitive destination, it was important to highlight other attractions that the country offers.
The efforts were to have a comeback after the 2020 pandemic set the country back to 2005 with just a third of those visits and a 72.7% decline in tourism revenue.
On the bright side of things, the Ministry of Tourism Statistical Abstract Report 2024 shows that international tourism recovered 88% of pre-pandemic levels in 2023 with an estimated 1,286 million arrivals.
This can be attributed to the Explore Uganda campaign. The Explore Uganda campaign made substantial strides in revitalizing domestic tourism, promoting regional attractions, engaging communities, and receiving international recognition.
On May 7, 2022, Uganda was crowned that year’s Grand Prix and two-time Gold Award winner by the International Tourism Film Festival Africa for its film Explore Uganda—The Pearl of Africa.
By partnering with travel influencers, media personalities, and local celebrities, the campaign has expanded its reach.
These collaborations have generated widespread publicity for various regions and attractions, encouraging more people to visit and share their experiences on social media.
Uganda indeed offers a rich tapestry of experiences beyond its famous gorilla trekking, whitewater rafting in Jinja, hiking, rock climbing, and abseiling on Mountain Elgon and Sipi Falls.
Visitors are also guided to coffee tours in the eastern part of Uganda. Engaging with local communities through village tours allows tourists to experience traditional lifestyles, crafts, and culinary practices firsthand.
Activities may also include cultural dance performances and craft demonstrations.
From adrenaline-pumping activities in Jinja City to cultural interactions and stunning natural landscapes, there is indeed much more to explore beyond the Gorillas and the Big Five in the Beautiful Pearl of Africa.
