THERE HASN'T BEEN A COORDINATED AND CONSISTENT USE OF THE PEARL OF AFRICA BRAND - LILLY AJAROVA.

While speaking to journalists at the launch of the Pearl of Africa brand in Kololo, the Chief Executive Officer of Uganda Tourism Board that spear headed the campaign Ms. Lilly Ajarova unveiled there plans as the Board to develop an identity that will be used to position Uganda.

According to Lilly, every stake holder is going to be involved to understand what the meaning of the Pearl of Africa brand is especially in this time of rebuilding the industry that was greatly affected by the pandemic.

“It will take a media campaign to educate  various stake holders on the meaning and the usage of this brand” she added.

The C.E.O urged stakeholders in the tourism industry to involve in this campaign as this isn’t just a logo, but a promise given to both the domestic and international market to appreciate what we have and what we offer as the country plus also giving a feel of what we have.

The precious and rare things Uganda has including mountain gorillas, good weather, variety of cultures and many more are amongst the breakdown in the brand the Tourism board is aiming at taking out to everyone to clearly understand what they will be consuming.

According to Fauna&Flora international, Uganda has over 8,000 different bird species constituting to 60% of bird species in Africa and for that its ranked among the top ten most bio-diverse countries globally.

Uganda also possesses 53.9% of the world’s remaining formulation of mountain gorillas, 39% of Africa’s mammal richness plus several other unique attractions including the worlds biggest tropical lake.

Lack of clarity and consistency in this beauty beyond nature according to Ms. Ajarova is what has awaken them to create awareness at various levels, to win the market place by marketing the pearl and improve in what to offer through the 5A’s.

The Tourism industry is one of the biggest income earners of this country contributing about 7.7% of the country’s GDP and also 6.3% of all formal employment.

In the overview of the 2-year period plan, Ms. Ajarova says that their target is to gain about USD3million foreign exchange from the industry, double the number of employment plus also doubling the number of both local and international tourists.