Uganda’s award-winning new campaign 

“Explore Uganda: The Pearl of Africa” is a new campaign that celebrates diverse natural sights and the spirit of adventure

Inspired by the country’s rich natural landscapes and intangible air of adventure, the new campaign was recently developed by the Uganda Tourism Board to rebound the country’s tourism offerings in a post-pandemic world.

“Uganda is a unique country as its location right at the Equator influences great weather all year round […] this makes it the best across the world,” said Uganda’s president, H.E Yoweri Kaguta Museveni, unveiling the new destination brand.

“The terrain of Uganda is unique, it is not by accident that the River Nile starts here,” he said, describing the country as “the roof of Africa.”  

Accompanying the brand launch was the award-winning video, “Explore Uganda -The Pearl of Africa.” The promotional video received two gold awards at the International Tourism Film Festival Africa, rewarding the clip for its cinematic scope with towering cliffs, excursions through the rainforest, energetic local communities and nocturnal life in major cities.

“It is an honour and our pleasure to receive these awards,” said Lilly Ajarova, Chief Executive Officer at the Uganda Tourism Board.

“Besides being a great motivation to our sector, we shall leverage the recognition to maintain high standards for ourselves in terms of sustainability, quality and experience.”