New tourism marketing strategy to focus on stories told by Ugandans
Butime emphasised that the strategy sets the foundation for all Ugandans to share their unique local stories, responsibly connecting with those visitors whose values are aligned with those of Ugandans.
Some of the tourism officials and stakeholders who attended the launch of a new tourism marketing strategy at Sheraton hotel in Kampala on Thursday. (Photos by Julius Luwemba)
Julius Luwemba
Journalist @New Vision
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The Uganda Tourism Board (UTB) has launched a new national destination marketing strategy for Uganda's tourism sector.
It will run from the current financial year until 2028/2029.
Launched on Thursday (May 15) at Sheraton Hotel in Kampala, the strategy will serve as a guiding framework to position Uganda — as known as the Pearl of Africa — competitively on the global tourism map.
It outlines strategic priorities, key target markets, and actionable insights to amplify Destination Uganda and drive sustainable growth across the tourism value chain.
Director for tourism Basil Ajer presided over the launch on behalf of tourism minister Col (Rtd) Tom Butime.
In his comments delivered by Ajer, Butime emphasised that the strategy sets the foundation for all Ugandans to share their unique local stories, responsibly connecting with those visitors whose values are aligned with those of Ugandans.
"The numerous opportunities outlined in this strategy require a shift in mindset and the courage to change direction," he said.
Basil Ajer, the tourism director who also represented the tourism minister during the launch of national marketing strategy at Sheraton hotel in Kampala on Thursday
He added that there is need for effective use of "our marketing resources and the ability to use data-driven insights to adapt quickly and remain flexible throughout the life of this strategy".
'Emotional connection'
UTB brand manager Daniel Irunga was pivotal in developing the new marketing strategy.
He said that upon investing in the development of a destination brand for Uganda, the focus will shift to a strategic pillar of bringing Uganda's destination brand alive via effective story-telling consisting of messaging and inspiring content.
"Our story will be told by the many voices that know us deeply and intricately," said Irunga.
"Brand ambassadors such as community members, local entrepreneurs, seasoned travelers, athletes, Ugandan diaspora and our most loyal visitors will share their compelling stories of Uganda's people, places and experiences.
"Via story-telling, consistent messaging and inspiring content, we will focus on building an emotional connection between our brand and our priority market segments."
Irunga's comments were echoed by Bradford Ochieng, the acting UTB chief executive officer.
He said the strategy will see the use of a diverse range of digital marketing activities such as video marketing, digital public relations, social media marketing and platforms such as TikTok and Instagram, to captivate potential travellers in a saturated and competitive media environment.
Allen Namisango from the private sector welcomed the new strategy of involving Ugandans to tell their own story about the beauty of their motherland.
"For the past four years, we have been organizing the travel writing competitions where we award young Ugandans who develop compelling travel and tourism stories," she said.
"The participation has been overwhelming, depicting the urge by young Ugandans to express themselves in line with travel and tourism. We thank UTB for supporting this initiative and look forward to renewed energies that will come with the newly launched strategy."
Pearl Hoareau Kakooza, the UTB board chairperson, described the new strategy as a significant milestone in Uganda's journey towards economic transformation and national development.
"The strategy is not just about setting the agenda or promoting Uganda as a desired tourism destination," she said.
"It is supposed to weave all the strategic interventions by all sector players both public and private so that we attain our national objectives and we also highlight our position in the global tourism landscape as well as increasing our market share."
Kakooza lauded former UTB executive director Lilly Ajarova (currently the senior presidential advisor on tourism) for her role in the development of the new marketing strategy as well as for lobbying for an enhanced tourism budget to enable its effective implementation.
The development of the strategy was sponsored by Centre for the Promotion of Imports (CBI), an agency of The Netherlands' foreign affairs ministry.
The strategy will among others, attract high-value sustainable leisure travelers, promote iconic immersive and sustainable visitor experiences, enhance the delivery of marketing activities, raise the profile of Uganda as a desired MICE (Meetings, Incentives, Conferences, Events and Exhibitions) destination as well as improve data metrics and management to drive evidence-based marketing decisions.