Uganda is making a play for tourism from the UK under new branding unveiled to the trade.  

The ‘Explore Uganda, The Pearl of Africa’ brand signifies a promise to provide visitors with a once-in-a-lifetime adventures, according to the Uganda Tourism Board.

A delegation attended the Experience Africa Travel Show last month in London to meet more than 140 Africa specialists in addition to other promotional activities.

Chief executive Lilly Ajarova said: “The UK market holds great importance for Uganda’s tourism industry. We will continue to invest in raising awareness and positioning Uganda as the premier tourism destination in Africa. 

“The ‘Explore Uganda, The Pearl of Africa’ brand encapsulates the country’s distinctive features, offering a comprehensive package. 

“With its abundant wildlife, diverse cultural experiences, delicious cuisine, rich birdlife, thrilling adventures and breathtaking landscapes, Uganda stands out as the ideal destination for travellers seeking a truly fulfilling experience.”

The country’s tourism minister Tom Butime emphasised the importance of raising awareness about Uganda’s attributes in international markets.