Uganda Tourism Board partners with CNN to showcase Pearl of Africa

The Uganda Tourism Board (UTB) has officially announced its long-term strategic partnership with CNN International to promote Uganda as a premier travel destination under the campaign titled "Explore Uganda: The Pearl of Africa."

This initiative aims to connect with travel enthusiasts and high-value audiences in markets across the globe including Europe, North America, Africa, the Middle East, and East Asia.

▪️ Uganda stands shoulder to shoulder with top tourism destinations

Glacial Rwenzori mountains. (Credit: Julius Luwemba)

The campaign, dubbed “Uniquely Yours,” will utilize a multi-platform approach, featuring videos, articles, and social media content to present Uganda’s breathtaking landscapes, rich wildlife, diverse cultures, and significant conservation efforts. A highlight of the campaign will be a 30-second advertisement that will air across CNN networks in Europe, the Middle East, Africa, Asia Pacific, and North America, showcasing the unique experiences that await travellers in Uganda.

▪️ Uganda: The preferred tourism destination

Dr. Lilly Ajarova, Chief Executive Officer of the Uganda Tourism Board, expressed her excitement about the campaign, stating, “Some experiences last longer in our hearts. These collective moments later become the adventure of a lifetime. Our campaign on CNN International will confirm to travel lovers all over the world that truly Uganda is the Pearl of Africa.”

The "Uniquely Yours" campaign aims to position Uganda as a sustainable tourism destination. The coverage will not only highlight the country's natural beauty and wildlife but will also emphasize its commitment to preserving these resources.

Ajarova noted, “Aligned to the Explore Uganda brand, the campaign will further display the array of attractions that await travellers to the Pearl of Africa, including nature and adrenaline-packed activities, culture, and sustainable tourism opportunities.”

▪️ Uganda named among top travel destinations

A tourist couple mesmerised by the gentle love of lions in Queen Elizabeth National Park. (Credit: Julius Luwemba)

Uganda is renowned for being home to 54% of the world's mountain gorilla population and boasts an impressive 11% of global bird diversity, including 50% of Africa’s bird species and 39% of Africa's mammal species. The country also features over 65 distinct tribes, making it a melting pot of cultures and heritage. This rich tapestry of wildlife and culture will be prominently showcased in the campaign, aimed at attracting adventure seekers, luxury travellers, and high-net-worth individuals (HNWIs).

“Our destination’s coverage on CNN will shine a light on the unique and unmissable experiences that are available to travellers in Uganda,” Ajarova added.

▪️ Gorillas are biggest tourism foreign exchange earner

Uganda is renowned for being home to 54% of the world's mountain gorilla population. (Credit: Julius Luwemba)

In addition to the partnership with CNN, UTB has activated similar campaigns in print and digital media, collaborating with renowned platforms such as National Geographic Traveller (UK) and TravelZoo, a travel club with over 30 million affluent members globally. The campaign will also be featured on Expedia, a leading online travel agency, ensuring extensive reach to a broad audience.

This multi-channel approach is designed to engage a diverse range of travellers and encourage them to explore Uganda’s offerings, from its breathtaking national parks to its vibrant local cultures.

▪️ Destination Uganda: Tourism report spells growth in resurgent sector

The breath taking landscapes of Rwenzori mountains national park. (New Vision photo)

The Uganda Tourism Board’s partnership with CNN International marks a significant milestone in promoting Uganda as a leading travel destination. Through the "Explore Uganda: The Pearl of Africa" campaign, UTB aims to captivate the hearts of global travellers, inviting them to discover the wonders of this East African nation.

“We are committed to showcasing Uganda not only as a destination for adventure but as a place where every moment becomes a cherished memory,” Ajarova states.

▪️ Mt Rwenzori awes Kenyan climber

Lilly Ajarova (left), the Chief Executive Officer for Uganda Tourism Board with kick boxer Moses Golola on the highest peak of Mountain Rwenzori. (New Vision photo)

This initiative is poised to elevate Uganda's profile on the world stage, inviting travellers to experience the unique beauty and hospitality that make it truly the Pearl of Africa.

Uganda has global comparative advantage in tourism

Several international agencies including Rough Guides, Lonely Planet, Bradt Guides, National Geographic, and CNN have ranked Uganda among the top five countries in the world with the most attractive tourist attractions.

Bradt Guides, an international tourism agency, recently thrust Uganda into global limelight by ranking it as the fourth top tourism destination in the world to explore in 2024. In the whole of Africa, Uganda was ranked number one ahead of Madagascar and Zanzibar.

In his book titled, 'My African Journey,' published in 1908, famous former Prime Minister Sir Winston Spencer Churchill described Uganda as the Pearl of Africa.

Catching the beautiful sunset of gentle rays kissing the natural waters. (Credit: Julius Luwemba)

"Uganda is a fairly-tale. You climb up a railway instead of a beanstalk, and at the end, there is a wonderful new world. The scenery is different, the vegetation is different, the climate is different, and, most of all, the people are different from anything anywhere to be seen in the whole range of Africa," Churchill said.

Such rankings of global nature solidify the fact that Uganda has global comparative advantage in the tourism sector which can be harnessed for the country to earn billions of dollars out of it. Tourism is certainly Uganda’s goldmine that is yet to be significantly harnessed.