Uganda Tourism Board Launches Digital Led Campaign Dubbed ‘Take On The Pearl Of Africa’

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Uganda Tourism Board Launches Digital Led Campaign Dubbed ‘Take On The Pearl Of Africa’
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Uganda Tourism Board has today launched a domestic tourism campaign dubbed ‘Take On The Pearl’.

The 8-weeks long campaign is aimed at jump starting the country’s tourism industry with focus on the domestic market, in addition to putting a spotlight on some of the country’s prized tourist attractions.

Addressing the audience at the Virtual launch of the campaign, the Uganda Tourism Board CEO, Lilly Ajarova noted the opportunity presented by Covid-19 saying that because of the pandemic, destinations have been inclined to look inwards.

“The pandemic has created an opportunity for us to look inwards and therefore travel our country. It is a delight to launch this domestic tourism campaign today as part of the efforts by the board to not only encourage domestic travel but also close the seasonality gap that has been created,” Ajarova said.

“Furthermore, the campaign aims at creating awareness and also educating Ugandans on the various tourist spots around the country with emphasis on What? When? How? Who? And Where to Travel,” Ajarova said.

Speaking on the same, the Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, Doreen Katusiime, noted that the campaign will give Ugandans an opportunity to know their country.

“Take On The Pearl will give Ugandans the chance to be aware and know more about where they can travel to during this time. I therefore encourage all Ugandans to travel safely and continue to follow the tourism SOPs put in place by the Ministry of Tourism, Wildlife and Antiquities with guidelines from the Ministry of Health,” Katusiime said.

Uganda Tourism Board CEO, Lilly Ajarova Speaking During The Launch

The president of the Uganda Tourism Association, Pearl Horreau Kakooza noted on the readiness of the tourism private sector to receive and serve Ugandans as they experience the country.

“Our fully trained Safari guides are available to show hidden gems of our beautiful Uganda. The hotels are now offering discounted accommodation; the tour operators are keen to advise Ugandans on where to visit as we start on the journey to “Take on The Pearl”, she said.

According to a UNWTO panel experts from around the world, domestic tourism will recover faster than international demand and will be a key driver for tourism recovery across destinations.

Additionally, the panel points to a start of the recovery of international demand mostly in 2021.

Digital Challenge

The digital challenge will be competition based and will run will run as follows:

  • Post the contest photo on Visit Uganda social media pages every Friday.
  • Get people to respond with name of the place and the reasons why they want to go to that place, for a chance to win the trip.
  • People get their friends and family to come and like their comments.
    Correct comment with highest likes by Tuesday of the following week is selected the week’s winner.
  • There will be two winners per week for 8 weeks.

Winners will be announced at the beginning of the week and shall take their trip over the weekend; Friday to Sunday.

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