Uganda Partners with CNN to Showcase its Tourism Wonders

The Uganda Tourism Board (UTB) has officially partnered with CNN International to promote Uganda as a top travel destination through the “Explore Uganda: The Pearl of Africa” campaign. The initiative is part of a long-term strategy aimed at reaching global travel enthusiasts across Europe, North America, Africa, the Middle East, and East Asia.

The campaign, titled “Uniquely Yours,” will use a multi-platform approach, incorporating videos, articles, and social media to present Uganda’s stunning landscapes, rich wildlife, diverse cultures, and significant conservation efforts. A 30-second advertisement will air across CNN networks in Europe, the Middle East, Africa, Asia Pacific, and North America, showcasing Uganda’s unique experiences.

Dr. Lilly Ajarova, Chief Executive Officer of UTB, expressed her excitement about the campaign, emphasizing Uganda’s appeal to travelers seeking memorable experiences. “Some experiences last longer in our hearts. These collective moments later become the adventure of a lifetime. Our campaign on CNN International will confirm to travel lovers all over the world that truly Uganda is the Pearl of Africa,” Ajarova stated.

The “Uniquely Yours” campaign aims to position Uganda as a sustainable tourism destination. The coverage will highlight the country’s natural beauty and wildlife while emphasizing its commitment to preserving these resources. Ajarova noted that the campaign will showcase Uganda’s wide range of attractions, including adrenaline-packed activities, cultural heritage, and sustainable tourism opportunities.

Uganda is known for being home to 54% of the world’s mountain gorilla population and 11% of global bird diversity, including 50% of Africa’s bird species. It also boasts 39% of Africa’s mammal species. In addition to its rich wildlife, Uganda is home to over 65 distinct tribes, making it a cultural hub that appeals to adventure seekers, luxury travelers, and high-net-worth individuals (HNWIs). This variety of wildlife and culture will be a central focus of the campaign.

Ajarova emphasized that CNN’s global reach would shine a spotlight on Uganda’s unique and unmissable experiences. The campaign will complement UTB’s existing efforts to promote Uganda in other media. UTB has launched similar campaigns with platforms such as National Geographic Traveller (UK) and TravelZoo, a travel club with over 30 million affluent members worldwide. The campaign will also be featured on Expedia, ensuring a broad reach to a wide audience.

The multi-channel approach aims to engage diverse travelers and encourage them to explore Uganda’s offerings. From its breathtaking national parks to its vibrant local cultures, Uganda offers something for everyone. The Rwenzori Mountains, with their glaciers, and the powerful waterfalls throughout the country, are just some of the highlights that make Uganda a must-visit destination.

The partnership with CNN marks a significant step for Uganda in its efforts to boost tourism and attract global travelers. Through the “Explore Uganda: The Pearl of Africa” campaign, UTB aims to captivate the hearts of travelers, inviting them to discover the wonders of this East African nation.

“We are committed to showcasing Uganda not only as a destination for adventure but as a place where every moment becomes a cherished memory,” Ajarova affirmed.