{"id":3155,"date":"2022-02-09T01:36:16","date_gmt":"2022-02-09T01:36:16","guid":{"rendered":"https:\/\/travelcommunication.net\/?p=29528"},"modified":"2022-02-09T01:36:16","modified_gmt":"2022-02-09T01:36:16","slug":"new-dawn-for-ugandas-tourism-as-new-destination-brand-is-launched","status":"publish","type":"post","link":"https:\/\/www.top25golfcourses.com\/indonesia\/global-travel-news\/new-dawn-for-ugandas-tourism-as-new-destination-brand-is-launched\/","title":{"rendered":"New Dawn for Uganda\u2019s Tourism as New Destination Brand is Launched"},"content":{"rendered":"\n
\"New<\/a> <\/div>\n

Kampala, Uganda, February 9, 2022 \/ TRAVELINDEX \/ As the world starts to recover from the effects of the pandemic and opening up borders and skies to global tourism, Uganda, has refreshed its tourism destination brand promise, with the unveiling of a new brand identity that promises both domestic, regional and global tourists, an adventure of a lifetime.<\/p>\n

The new brand Explore Uganda, The Pearl of Africa, draws upon Uganda\u2019s global reputation as one of the most endowed destinations, famous for its thousands of plant and wildlife attractions, as well as vast and beautiful landscapes, temperate climate, warm people, and cultural diversity.<\/p>\n

\u2022 For a relaxed stay in Kampala, within easy reach of the Central Business District, stay at Glenville Suites. Book direct at the best available\u2026<\/a><\/p>\n

The brand identity\u2014Explore Uganda, The Pearl of Africa, was unveiled on Friday, 21st January 2022, by the country\u2019s president, H.E Yoweri Kaguta Museveni in Kampala, Uganda\u2019s capital city. The president was assisted by Col. Rtd Tom Butime, Hon Martin Bahinduka Mugarra and Ms. Doreen Katusiime, the Cabinet, State Minister and Permanent Secretary for Tourism, Wildlife and Antiquities, respectively. The Brand was developed by Uganda Tourism Board (UTB), Uganda\u2019s tourism marketing and regulatory agency.<\/p>\n

The Uganda Tourism Board Chief Executive Officer, Ms. Lilly Ajarova and her Deputy, Mr. Bradford Ochieng; and the Board Chairman, Hon. Daudi Migereko together with board members, hosted the unveiling, held at the Kololo Ceremonial Grounds.<\/p>\n

Explaining the new brand promise, Ajarova, said that the new brand promise seeks to re-emphasize Uganda\u2019s rare and precious range of tourism attractions to the world, thereby earning destination Uganda competitive market share.<\/p>\n

\u201cUganda is no doubt beautiful. Beautiful beyond measure. Yes, everyone knew that Uganda is and has always been the Pearl of Africa, \u2013 but there was a lack of clarity and consistency on, if Uganda is the Pearl of Africa- what pearls does it have to offer for each of the various travel segments and preferences,\u201d she said, adding: \u201cTo win the marketplace; to achieve our Number One objective of \u201cSustainably Promoting Uganda as a Competitive Tourism Destination for Inclusive Development\u201d it was therefore important that all stakeholders are aligned on what makes us the Pearl of Africa and how do we unpack that to the various travel markets\/segments around the world.\u201d<\/p>\n

\u201cExplore, Uganda the Pearl of Africa is an invitation to our tourists- both domestic, regional and international to rediscover the magnificence of the Pearl. We are promising and inviting them to Explore Uganda, The Pearl of Africa<\/strong>, for ADVENTURE OF THEIR LIFETIME,\u201d she said.<\/p>\n

Before the new brand, there were a number of campaigns by various stakeholders, most of which were built around \u201cVisit Uganda\u201d as a call to action, something that Ajarova says did not appropriately capture the uniqueness of Uganda\u2019s attractions.<\/p>\n

\u201cIf you think about it, when you invite someone to visit you, you are simply asking them to check on you, maybe for a few days. But an invitation to EXPLORE is really about inviting someone to indulge themselves. To spoil themselves; to delve into; to deep-dive; to discover and rediscover- the depth, range and variety of attractions in the pearl,\u201d Ms Ajarova further explained.<\/p>\n

Speaking at the launch, President Museveni urged beckoned the world to Explore Uganda, The Pearl of Africa saying that, the uniqueness of her attractions guaranteed a better experience and higher return on investment. He particularly extolled Uganda\u2019s unique terrain, that made the country a \u201croof of Africa\u201d where Lake Victoria sits, giving birth to the Mighty River Nile that flows through various Ugandan lakes on its way to Alexandria in Egypt.<\/p>\n

He also highlighted Uganda\u2019s abundant vegetation, temperate climate, variety of wildlife, strategic location on the Equator, cultural diversity, community tourism, peace and security, among others.<\/p>\n

He also said, Uganda\u2019s unique place in anthropogeny as the birthplace of humankind should be studied, documented and sold as a tourist attraction. Mr. Museveni welcomed the new brand promise and recognized Uganda Tourism Board (UTB) for the imaginative repackaging of Uganda\u2019s tourism value proposition.<\/p>\n

\u201cUganda is a very nice place, but it needed a group to talk about it; to inform the world,\u201d he said adding: \u201cI am very happy with the new group headed by our daughter Ajarova\u2026. I salute that group. You can see they are putting a lot of imagination into what they are doing.\u201d<\/p>\n

\u201cI congratulate the board by led by Hon. Daudi Migereko (Chairman) and others. I also congratulate the Ministry, under Col. Rtd. Tom Butime,\u201d he said.<\/p>\n

Rebuilding, Restarting Tourism And Positioning Uganda As The Most Competitive Destination In Africa<\/strong><\/p>\n

The rebranding is an essential component of UTB\u2019s Strategic Plan (FY 2020\/21 \u2013 2024\/25) that seeks to \u201cSustainably Promote Uganda as a Competitive Tourism Destination for Inclusive Development\u201d with a strategic goal to \u201csustainably increase the volume and value of tourism in Uganda.\u201d<\/p>\n

Under this plan, UTB is pursuing 5 major objectives, namely:<\/strong><\/p>\n

i) To Increase Tourist Arrivals
\nii) To Increase Investment and Job Creation in The Tourism Sector<\/p>\n

iii) Increase The Competitiveness of the Tourism Destination
\niv) To Improve Collection and Access to Tourism Information
\nv) To Improve Internal Efficiency and Effectiveness<\/p>\n

From the above objectives, UTB, expects, by 2024\/25 to work with all stakeholders to restart, rebuild and deliver to market tourism experiences that will help Uganda to:<\/p>\n

vi) Recover from the impact of the pandemic that saw us lose up to USD1 billion in revenue in 2020, reach the pre-pandemic levels of USD 1.45 billion and grow that further to USD 1.862 billion
\nvii) Recover the contribution of tourism to total employment at 667,600 people (6.3% of total employment)
\nviii) Increase inbound tourism revenues per visitor from USD1,036 to USD1,500
\nix) Recover the average number of International Tourist arrivals from the U.S, Europe, Middle East, China and Japan at 225,300 tourists
\nx) Increase the proportion of leisure to total tourists from 20.1% to 30%
\nxi) Increase the number of direct flight routes to Europe and Asia from 6 to 30<\/p>\n

Col Rtd. Tom Butime said that before the COVID-19 pandemic, tourism in Uganda was on a strong and positive trajectory, reading in Foreign Exchange earnings and accounting for 7.7% of GDP and about 6.3% of all formal employment in the country.
\n\u201cThe launch of the Brand is part of a response to the recovery after this dreadful pandemic. We are getting back into the market with a unified message and a clear promise and call to action. The launch of the Destination Brand is both vital to the restarting and rebuilding of the tourism sector as it provides a positive, recognizable and firm assurance of the beauty we radiate as a people and landscape of Uganda,\u201d he said.<\/p>\n

\u201cThe Destination Brand and the marketing activities that shall follow it are not in isolation. They complement other existing initiatives by the government to improve our product offering, improve the consumer experience and therefore widen opportunities for the private sector as well as quicken the pace of recovery. These measures, most of which are part of the Tourism Development Programme of the National Development Programme (NDP) III, include increased marketing efforts, the development of tourism infrastructure, addressing human-wildlife conflict and diversifying our product offer. There are also several initiatives being undertaken at the regional integration level, aimed at enhancing our competitiveness as a Destination,\u201d added Butime.<\/p>\n

He also underscored the need to help the Private Sector manage the financial burden through affordable financing options, expanding the marketing support campaign and developing competitive products on the world market.<\/p>\n

Concerted stakeholder engagement<\/strong><\/p>\n

Hon. Migereko, the board chairman, thanked the national steering committee that was central to the development of the brand, led by Dr. Patrick Bitature, and reaffirmed UTB\u2019s commitment to work with all stakeholders, to realise the full benefits of the renewed brand and the associated tourism marketing efforts.
\n\u201cThe launch of this destination brand is bound to benefit the entire country, provided after this launch all key stakeholders can consistently work hard to render our tourism products competitive and attractive; to enhance the image of destination Uganda; to scale up the quality of services and positive messages to give the brand its worth as well as improve the ease of doing business,\u201d he said.<\/p>\n

\u201cIt is going to be our duty at Uganda Tourism Board to ensure that we come up with requisite strategies and to reach out to all stakeholders both in and out of the Tourism value chain so that they can fully participate in this business but are also supported to register reasonable returns on whatever they invest,\u201d he added.<\/p>\n

\u2022 For a relaxed stay in Kampala, within easy reach of the Central Business District, stay at Glenville Suites. Book direct at the best available\u2026<\/a><\/p>\n

About Uganda Tourism Board<\/strong>
\nUganda Tourism Board (UTB) is a statutory organisation established in 1994 mandated to promote and market Uganda domestically, across the region and internationally, promote quality assurance in tourist facilities through training, grading and classification, promote tourism investment, support and act as liaison for the private sector in tourism development. The broader goals of the Board are to increase the contribution of tourism earnings and GDP; improve Uganda\u2019s competitiveness as an international tourism destination; and increase Uganda\u2019s share of Africa\u2019s and World tourism market. UTB aims to create inclusive opportunities for the tourism sector through market transformation.<\/p>\n

First published at TravelCommunication.net – Global Travel News<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Kampala, Uganda, February 9, 2022 \/ TRAVELINDEX \/ As the world starts to recover from the effects of the pandemic and opening up borders and skies to global tourism, Uganda, has refreshed its tourism destination brand promise, with the unveiling of a new brand identity that promises both domestic, regional and global tourists, an adventure …<\/p>\n","protected":false},"author":2,"featured_media":3156,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[105],"tags":[361,2193,106,2194,116,2195,2196,2197,110,218,117,121,118,1014,119,111,2198,120],"class_list":["post-3155","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-global-travel-news","tag-africa","tag-exploreuganda","tag-featured","tag-glenville-suites","tag-global-travel-news","tag-kololo","tag-lilly-ajarova","tag-museveni","tag-news","tag-tourism-boards-cvb","tag-tourism-updates","tag-travel-news-hub","tag-travelindex","tag-uganda","tag-unwto-news","tag-updates","tag-visituganda","tag-wttc-news"],"_links":{"self":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/posts\/3155","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/comments?post=3155"}],"version-history":[{"count":0,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/posts\/3155\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/media\/3156"}],"wp:attachment":[{"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/media?parent=3155"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/categories?post=3155"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.top25golfcourses.com\/indonesia\/wp-json\/wp\/v2\/tags?post=3155"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}