Uganda is stepping onto the world stage in a big way. The Uganda Tourism Board (UTB) has teamed up with CNN International in a long-term partnership to show the world what makes Uganda special. Under the campaign “Explore Uganda: The Pearl of Africa,” the goal is simple: let global travellers know that Uganda is a destination like no other.
With the campaign theme “Uniquely Yours,” this initiative targets travel lovers across the globe — from Europe and North America to Africa, the Middle East, and East Asia. Through videos, articles, and social media, the campaign will showcase Uganda’s stunning landscapes, incredible wildlife, and rich cultural diversity. A highlight of the campaign is a 30-second advertisement that will air across CNN networks, giving viewers a glimpse of the adventures waiting for them in Uganda.
Dr Lilly Ajarova, CEO of the Uganda Tourism Board, expressed her excitement: “Some experiences last forever in our hearts. This campaign on CNN will show travellers worldwide that Uganda truly is the Pearl of Africa.”
A key focus of the campaign is positioning Uganda as a sustainable tourism destination. Not only will viewers see Uganda’s natural beauty, but they’ll also learn about the country’s efforts to preserve it for future generations.
“Aligned with the Explore Uganda brand, this campaign will highlight our nature, adrenaline-packed activities, culture, and the opportunities for sustainable tourism,” Ajarova added.
Uganda is known for some incredible natural wonders, like housing 54% of the world’s mountain gorillas and 11% of the global bird population. On top of that, with over 65 different tribes, the country is a cultural mosaic. This blend of wildlife and heritage is what Uganda hopes will attract everyone from adventure seekers to luxury travellers.
In addition to CNN, UTB is running campaigns in well-known outlets like National Geographic Traveller and TravelZoo, and it will also be featured on Expedia to make sure the message reaches a broad audience. The goal is to invite people from all over the world to experience Uganda’s breathtaking national parks, vibrant cultures, and unforgettable wildlife encounters.
“This partnership with CNN is a big moment for us,” Ajarova said. “We’re excited to show the world the unique and unmissable experiences that Uganda has to offer.”
This campaign aims to boost Uganda’s profile on the global tourism map, inviting people to come and see for themselves why Uganda has long been called the Pearl of Africa. Rankings from global agencies like Bradt Guides and Lonely Planet only solidify this, with Uganda recently ranked as one of the top five tourism destinations in the world to explore in 2024.
Tourism is a sector with huge potential for Uganda, often described as the country’s “goldmine.” Through this partnership, UTB hopes to tap into that potential, offering visitors a chance to create lifelong memories while contributing to a more sustainable future.
Uganda is ready for the world, and the world is about to discover why Uganda is unlike anywhere else.
