By Kwabe Victor
(L-R) Uganda Airlines Country Manager- Kenya Peggy Macharia, His Excellency Aryabaha P. Evans, Deputy High Commissioner of Uganda to Kenya and Uganda Tourism Board Marketing Manager Claire Mugabi unveil the new Uganda Tourism Brand during a Kenyan roadshow aimed at boosting cross-border tourism between the two East African Countries.
Uganda Tourism Board (UTB) has sought to partner with Kenyan tour operators to achieve Intra African tourism between the two East African countries.
This is focused on encouraging more tourists from Kenya to explore the natural,
adventure, leisure, business, and cultural attractions that Uganda has to offer.
The roadshow comes in the wake of an intensified campaign by UTB to reposition Uganda the Pearl of Africa, as a leading tourism destination in Africa under a new brand dubbed “Explore Uganda”.
Evans Aryabaha, Uganda’s Deputy High Commissioner to Kenya, hailed the tourism industry as a powerful catalyst that will enhance the bilateral and cultural relations between the two countries.
“Our refreshed destination brand identity captures the essence of the Pearl of Africa with its mesmerizing experiences cater to the needs of diverse travelers with its endemic and endangered flora and fauna, pleasant year-round weather, punctuated by unique scenery,” Ms Claire Mugabi, UTB Marketing Manager said.
Commencing the initiative, UTB has launched a roadshow at the Sarova Stanley Hotel in Nairobi, Kenya, from 23rd to 25th May seeking an increase in tourist arrivals
from Kenya by 50% in 2023.
Kenya is an outstanding tourism source market making up for almost half of the African arrivals to the country emphasized by Kenya’s developed travel trade sector, coupled with its connectivity to the rest of the world.
Thus Uganda Travel Trade partners aim at banking on the roadshow to secure
partnerships that increase tourists to Uganda from Kenya. About over 278 operators from Kenya will create business linkages with 35 operators from Uganda.
Uganda had received over 1.5 million tourists before Covid 19 in 2019 and registered
over 512,000 travellers in 2020.
“We see a great opportunity for outbound tourism to the East African Community (EAC)
countries to get more tourists to Kenya and simultaneously send tourists from Kenya to
other countries in the region. Uganda will benefit significantly owing to its geographical
proximity and long history of good relations with Kenya,” said Mr Odek, chair of the Kenya Association of Tour Operators
The roadshow aimed at enhancing Destination Uganda’s presence in the Kenyan market will also boost business-to-business opportunities while strengthening Explore
Uganda brand in Kenya.
The highlights of the three-day roadshow include the Pearl of Africa brand launch in Kenya, direct engagements with key tourism trade partners, government representatives, and travel media.
His Excellency Aryabaha P. Evans, Deputy High Commissioner of Uganda to Kenya (left), Uganda Tourism Board Marketing Manager Claire Mugabi unveil the new Uganda Tourism Brand during a Kenyan roadshow aimed at boosting cross-border tourism between the two East African Countries.
As the Tourism data from 2019 showed the top three African source markets that included Rwanda (32%), Kenya (24%), and Tanzania 6%. The Tourism sector has contributed 7.7% of Uganda’s GDP and over 667,000 jobs as 58% of the Uganda tourism workforce entailed composure of women.
As the Tourism data from 2019 showed the top three African source markets that included Rwanda (32%), Kenya (24%), and Tanzania 6%.
President Yoweri Museveni has described the new brand Explore Uganda, Pearl of Africa as a key strategy to re-imagine Uganda’s tourism sector and position the country as a competitive international travel destination.
This is aimed through the support of the Kenyan Tourism sector in ensuring the goal is obtained and an improvement ensured in the sector over time.
