Explore Uganda, The pearl of Africa Campaign Launched


Explore Uganda, The Pearl of Africa, was unveiled by the country’s president, H.E Yoweri Kaguta Museveni in Kampala, Uganda’s capital city. The president was assisted by Col. Rtd Tom Butime, Hon Martin Bahinduka Mugarra and Ms. Doreen Katusiime, the Cabinet, State Minister and Permanent Secretary for Tourism, Wildlife and Antiquities, respectively. The Brand was developed by Uganda Tourism Board (UTB), Uganda’s tourism marketing and regulatory agency.


“Explore, Uganda the Pearl of Africa” is an invitation to our tourists- both domestic, regional and international to rediscover the magnificence of the Pearl. 


The Uganda Tourism Board Chief Executive Officer, Ms. Lilly Ajarova and her Deputy, Mr. Bradford Ochieng; and the Board Chairman, Hon. Daudi Migereko together with board members, hosted the unveiling, held at the Kololo Ceremonial Grounds.

Explaining the new brand promise, Ajarova, said that the new brand promise seeks to re-emphasize Uganda’s rare and precious range of tourism attractions to the world, thereby earning destination Uganda competitive market share.

“Uganda is no doubt beautiful. Beautiful beyond measure. Yes, everyone knew that Uganda is and has always been the Pearl of Africa, – but there was a lack of clarity and consistency on, if Uganda is the Pearl of Africa- what pearls does it have to offer for each of the various travel segments and preferences,”



To win the marketplace and achieve the Number One objective of Sustainably Promoting Uganda as a Competitive Tourism Destination for Inclusive Development, it’s important that all stakeholders are aligned on what makes us the Pearl of Africa and how do we unpack that to the various travel markets/segments around the world.


Museveni Unveils the explore Uganda campaign

Yesterday, I officially unveiled Uganda’s new tourism destination brand— Explore Uganda, The Pearl of Africa! Developed by the Uganda Tourism Bard, the brand, emphasizes, the beautiful range and variety of our attractions and promises tourists, an Adventure of a Lifetime! – H.E Yoweri Kaguta Museveni, President of the republic of Uganda 


Past tourism Campaigns

Before the new brand, there were a number of campaigns by various stakeholders, most of which were built around “Visit Uganda” as a call to action, something that Ajarova says did not appropriately capture the uniqueness of Uganda’s attractions.

“If you think about it, when you invite someone to visit you, you are simply asking them to check on you, maybe for a few days. But an invitation to EXPLORE is really about inviting someone to indulge themselves. To spoil themselves; to delve into; to deep-dive; to discover and rediscover- the depth, range and variety of attractions in the pearl,” Ms Ajarova further explained.

Watch the launch trailer: