Uganda has launched a major international campaign in partnership with CNN International to promote the country as a premier global tourism destination.
The Uganda Tourism Board (UTB) has joined forces with the global broadcaster under the banner “Explore Uganda: The Pearl of Africa”. The long-term initiative, themed “Uniquely Yours,” is designed to highlight the country’s natural beauty, wildlife diversity, and cultural heritage to audiences across Europe, North America, Africa, the Middle East and East Asia.
A 30-second television advertisement will run across CNN’s networks, supported by a range of digital content including short films, articles and social media features. The campaign aims to position Uganda as a destination for sustainable tourism, appealing to a wide range of travellers from adventure seekers to high-end tourists.
“Some experiences last forever in our hearts,” said Dr Lilly Ajarova, CEO of the Uganda Tourism Board. “This campaign on CNN will show travellers worldwide that Uganda truly is the Pearl of Africa.”
Uganda is home to more than half of the world’s remaining mountain gorillas, 11% of the global bird population, and over 65 distinct tribes, offering a unique combination of ecological and cultural attractions. The campaign also underscores the country’s commitment to environmental sustainability and responsible travel.
“Aligned with the Explore Uganda brand, this campaign will highlight our nature, adrenaline-packed activities, culture, and the opportunities for sustainable tourism,” Ajarova added.
Alongside the CNN partnership, Uganda’s tourism push includes features in National Geographic Traveller, TravelZoo, and promotion through travel platforms such as Expedia. The strategic media placements are intended to elevate the country’s profile and attract a growing share of international visitors.
“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.”
The initiative comes amid rising recognition from leading travel publications. Uganda has been named among the top five destinations to visit in 2024 by both Bradt Guides and Lonely Planet, cementing its place on the global travel map.
Tourism is regarded as one of Uganda’s most promising sectors, often described as the country’s “goldmine.” With the new global campaign, UTB hopes to draw more visitors while encouraging sustainable practices that preserve Uganda’s natural and cultural wealth for future generations.
