IN A DRIVE TO INCREASE TOURIST ARRIVALS FROM EAST AFRICA, KARIBU KILIFAIR WAS ORGANISED.
From 3rd – 5th June 2022, Uganda’s tourism destination marketing agency is participating in this year’s Karibu KILIFAIR happening at Magereza Grounds in Arusha Tanzania in order to position Uganda as a preferred tourist destination in the East African source market.
Over 400 exhibitors from over 15 African countries, over 500 international and regional travel agents, hosted buyers from over 30 countries and an expected attendance of over 8,000 trade visitors have been attracted to Karibu Kilifair to improve on tourism sector.
What an important platform to further communicate Uganda’s unique tourism value proposition for increased arrivals from the region Karibu kilifair was!
In order to promote the East African region as a single tourism destination, the EAC secretariat has to collaborate with the Partner States will leverage the opportunity by organizing an event called Karibu kilifair which is a private sector to reach their goals.
However, the six representatives of EAC member states participated in the refinement of the East African Tourism Marketing Strategy 2021-2025 to promote East Africa as a single tourism destination in the global tourism landscape.
UTB Chief Executive Officer Lilly Ajarova said that the East Africa region is an important source market for Uganda’s tourism. As part of our strategy, UTB will work with regional tourism stakeholders to increase the awareness of our destination through platforms such as Karibu-Kilifair in the region
While at the meeting of karibu kilifair, the six-member EAC representatives discussed a regional tourism catalog, destination video, thematic branding, and cross-regional lessons from the EAC-SADC region for the attainment of both immediate and short-term gains in the region.
About UTB (Uganda Tourism Board)
UTB is a government organization in Uganda that started in 1994. Uganda Tourism Board has got roles and mandates which were put in the tourism act in 2008. The organization is headed by Hon Tom Butime, the Minister of Tourism, Wildlife and Antiquities alongside his other team like UTB Chief Executive Officer Lilly Ajarova, UTB Board Chairman Hon. Daudi Migereko with others more on the Board. They work hand in hand with stalk holders and private sectors to take Uganda Tourism to the next level in the whole world.
What are the roles of UTB in Uganda?
- To promote and market Uganda across the region and internationally.
- Promote quality assurance in tourist facilities through training.
- Grading and classification, promote tourism investment, support, and act as a 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’s competitiveness as an international tourism destination.
- Increase Uganda’s share of Africa’s and the World tourism market.
- UTB aims to create inclusive opportunities for the tourism sector through market transformation.
Since post-Covid, what other things did UTB do to improve the Tourism sector in Uganda?
My Gorilla app.
A mobile-based subscription application that enables users to join a gorilla family and contribute to saving the endangered species have been unveiled by Uganda conservationist recently. The Gorilla family app was officially launched by UWA to protect Uganda’s mountain gorilla population as well as launching a pioneer initiative and leveraging technology to create sustainable sources of non-trekking revenues to fund conservation.
Trekking revenue sources fund conservation efforts was announced during a hybrid launch event held at Skyz Hotel in Naguru, attended by notable conservationists, stakeholders and panelists including UTB CEO Lilly Ajarova who launched ‘’My Gorilla Festival’’ with local and international artistes performing on one stage in May this year.
So the subscribers of my gorilla app will pay 2% per month for an all-access pass to the Bwindi/Mgahinga Conservation Areas. Courtesy of Uganda Wildlife Authority in partnership with RoundBob and the Naturalists whose payments will also be used to pay rangers who keep an eye on their daily excursions, and family migrations, celebrate their birthdays and new births and receive notifications.
“Uganda is absolutely ready for an application and a festival like this. It is time for the world to come and see how much more Uganda has to offer.” UTB CEO Lily Ajarova commended the initiatives.
“UWA is mandated to ensure sustainable management of wildlife resources. We are proud to work with our partners to ensure this, but also to educate local communities and people from all over the world about the value of protecting these majestic animals, and keeping them for future generations.” Sam Mwandha, ED, Uganda Wildlife Authority noted.
Explore Uganda launch.
In Dubai, the United Arab Emirates, Uganda Tourism Board (UTB) launches the new brand – Explore Uganda, The Pearl of Africa. Uganda’s destination marketing organization launched its new destination brand Explore Uganda, The Pearl of Africa, as part of a tourism and media launch event held at the Sheraton Jumeriah Beach Resort in Dubai, United Arab Emirates – a leading cultural, business, and financial center of the world.
In October 2021, President Yoweri Kaguta Museveni started following up on the launch besides Uganda’s Cabinet Minister for Tourism Hon. Tom Butime resulted in the United Arab Emirates becoming the first international market to experience the launch of Uganda’s new destination brand.
“Uganda is extremely excited to launch its revitalized brand and travel offers to the world, and we are thrilled to do that here in Dubai, where the UAE and surrounding Gulf States are a priority tourism source market for Uganda. Through our continuous promotional efforts in the region and participation in Expo 2020 Dubai over the last six months, we have developed the necessary networks and offerings to ensure Uganda is positioned as a top holiday destination for travelers from the UAE and GCC seeking meaningful and unique once in a life time experiences.” Hon. Tom Butime said at the launch.
“The new brand promise seeks to re-emphasize Uganda’s rare and precious range of tourism attractions that can all be found in one destination and based on pillars of sustainability, clarity, consistency, collaboration, and empowerment. To this end we are targeting travelers that are ready to explore Uganda based on their own personal interests” Ms. Lilly Ajarova, Chief Executive Officer, Uganda Tourism Board added
