The Uganda Tourism Board has unveiled a new brand identity to showcase the country’s landscapes, wildlife and cultural diversity.
The ‘Explore Uganda, The Pearl of Africa’ branding was unveiled by the country’s president, Yoweri Kaguta Museveni, in the capital, Kampala.
He highlighted Uganda’s vegetation, temperate climate, wildlife, community tourism, peace and security.
Lilly Ajarova, chief executive of the Uganda Tourism Board, said country has long been called the Pearl of Africa and the new brand aims to provide more clarity and consistency about what the destination offers.
“[It] is an invitation to our tourists – domestic, regional and international – to rediscover the magnificence of the Pearl,” she said.
“We are promising and inviting them to Explore Uganda, The Pearl of Africa, for the adventure of their lifetime.”
The rebranding is part of the tourist board’s wider strategy of promoting Uganda “to sustainably increase the volume and value of tourism” and recover from the pandemic.
It estimated the country lost up to $1 billion in tourism revenue during 2020.