Uganda’s New Tourism Brand Displayed at the World Tourism Expo


Uganda unveils the new tourism brand of Explore Uganda, the Pearl of Africa at the World Travel Market (WTM) Africa 2022 which is held in Cape Town South Africa. The expo started began on 11th April and ended Wednesday 13th April of 2022.

The flag colors shined alongside the new brands, it’s the 2nd international tourism event where now Uganda Tourism Board is showcasing the new Destination Brand dubbed Explore Uganda the Pearl of Africa into the global market shortly after the Dubai Expo 2020.

The World Travel Market event started on the 11th of April is Africa’s biggest Business to Business (B2B) Expo for both inbound and outbound African tourism and travel market. The exhibition was attended by a number of international tourism and travel players, and around 6,000 travel industry professionals attended the expo to gain insights into the African tourism offers to the global tourism market.

Uganda’s new destination brand is repositioning its tourism status to reactivate the travel and tourism sector in the country, especially after the global corona pandemic that hit the sector severely. With the new tourism brand, the country promises travelers a lifetime of adventures.

UTB Chief Executive Officer Lilly Ajarova said: “The new brand promise seeks to reinforce Uganda’s rare and precious range of tourism attractions to the world. ‘Explore Uganda, the Pearl of Africa’ is simply an invitation to the world, to rediscover the beauty of the Pearl. We are asking those who visit our country to immerse themselves in its unique experiences and attractions hence our call to ‘Explore Uganda.’

The UTB new brand is an aimed call for travelers to rediscover the true essence of what Uganda has to offer and call again revisiting travelers to discover the destination.

At the expo, Uganda’s stall was overshadowed by outstanding displays of what Uganda can offer to travelers. The amazing way of making traditional clothes, and screens showing documentaries of what Uganda can offer in return to travelers to the Pearl of Africa.

The Cape Town World Travel Market Africa Expo was themed “Sustainability, diversity & accessibility key to future of travel in Africa”.

And at the expo, as African travel and tourism industry is seeking to regain the potential of the 2 distressing years of the covid-19 and considering sustainability as the primary factor for the future of the sector.




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