Tourism advertising in Uganda has seen significant developments aimed at enhancing the country’s visibility as a prime travel destination. With the Uganda Tourism Board (UTB) being at the fore front, various marketing strategies have been implemented in order to attract both domestic and international tourists.

The key initiatives in tourism advertising include the Pearl of Africa Tourism Expo (POATE), digital marketing campaigns like Explore Uganda, The Pearl of Africa, Explore Uganda, and collaboration with the private sector.

The Pearl of Africa Tourism Expo, which took place from May 23–25, 2024, attracted international journalists, exhibitors, and tourism stakeholders. The event aimed at promoting Uganda’s attractions and generating awareness about the country’s tourism offerings.

The UTB is also seen to have embraced digital marketing strategies, including social media campaigns and increased collaborations with influencers like Derrick Ssenyonyi, who showcases Uganda’s diverse attractions beyond traditional wildlife tourism.

The branding campaign Explore Uganda, The Pearl of Africa, emphasized that by showcasing different cultural experiences and adventure activities available throughout the country, this would lengthen tourists stay in the country.

The other campaign, referred to as Explore Uganda, according to the State Minister of Tourism, Wildlife, and Antiquities, Martin Bahinduka Mugarra, focused on highlighting lesser-known destinations within Uganda, such as Busoga and the Elgon region.

UTB also reported how it continuously works with private sector players, such as travel agencies and hospitality brands, to create attractive travel packages that enhance Uganda’s marketability while supporting local businesses.

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Recently, the board also issued a public notice warning all those hotels and other accommodation places without the tourism operating license to face closure.

Despite all these initiatives, the tourism sector faces a number of challenges, such as stiff competition from neighbors. With tourism accounting for 8% of the Kenyan GDP, 7% of the Tanzanian, and Rwanda 4.8%, for Uganda, it accounted for 4.7% in 2022, which shows Uganda is still lagging behind.

With neighboring countries having more robust marketing initiatives aimed at revitalizing their tourism sector post-pandemic, could Uganda do more in enhancing its global image as the best travel destination?

Let’s take, for instance, Rwanda’s tourism campaign, Visit Rwanda, designed to reshape Rwanda’s image from its troubled past to a vibrant, forward-looking destination.

Key components of this campaign include strategic partnerships with internationally recognized sports clubs like Arsenal, Paris Saint-Germain (PSG), and Bayern Munich. These collaborations have integrated Rwanda’s branding into global sports events, increasing its visibility significantly.

Rwanda has also strategically hosted significant sports events like the Basket Ball Africa and is preparing for the 2025 Road World Cycling Championships.

These events not only attract international attention but also showcase Rwanda’s infrastructure and hospitality abilities.

With Uganda preparing to host the African Cup of Nations (AFCON) in 2027 together with Kenya and Tanzania, hope the tourism industry is ready to harness the opportunity.

According to an article by the International Growth Center (IGC), Uganda has a low level of international awareness, where 60% of potential visitors learn about Uganda through word of mouth. There is indeed a pressing need for increased marketing efforts.

By increasing the funding for marketing and infrastructure, which stands currently at approximately $1 billion, this could significantly boost the industry.