“Explore Uganda: The Pearl of Africa” A destination brand that celebrates diverse natural sights and adventure.

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Inspired by the country’s rich heritage, natural landscapes and its intangible array of adventure, the new brand was developed by the Uganda Tourism Board to rebound the country’s tourism offerings in the post-pandemic world. 

“Uganda is a unique country as its location right at the equator influences great weather all year round […] this makes it the best across the world,” said Uganda’s president, H.E Yoweri Kaguta Museveni, while unveiling the new destination brand last year.

“The terrain of Uganda is unique, it is not by accident that the river Nile starts here,” he said, describing the country as “the Pearl of Africa.”

Accompanying the brand launch was the award-winning video, “Explore Uganda – The Pearl of Africa.” Since the launch, the promotional video has received six international awards at the international tourism film festivals and media awards in Africa and Europe including the Cannes Media and TV Awards. The global recognition rewarded the video for its cinematic scope, displaying snow-capped mountains, excursions through the rainforest, energetic local communities, culture and lifestyle in major cities.

“It is an honour and our pleasure to receive these awards,” said Lilly Ajarova, Chief Executive Officer at the Uganda Tourism Board.

“Besides being a great motivation to our sector, we shall leverage the recognition to maintain high standards for ourselves in terms of sustainability, quality and experience.”