UTB Launches Domestic ‘Take on The Pearl’ Tourism Campaign

Uganda Tourism Board has Friday September 11 launched a domestic tourism campaign dubbed ‘Take On The Pearl’. The 8-week long campaign is aimed at jump-starting the country’s tourism with much emphasis on the domestic market, in addition to putting a spotlight on some of the country’s prized tourist attractions.

Addressing attendees at the virtual launch of the campaign, Lilly Ajarova, CEO, Uganda Tourism Board noted there is an opportunity presented by the COVID-19 pandemic as destinations are now highlighting and harnessing the local market.

“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 to both create awareness and also educate Ugandans on the various tourist spots around the country; with emphasis on What, When, How, Who and Where to Travel,” Ajarova added.

Speaking at the same event, the Permanent Secretary, Ministry of Tourism, Wildlife and Antiquities, Doreen Katusiime noted that the campaign will give Ugandans and 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.

Pearl Horreau Kakooza, the President of the Uganda Tourism Association revealed 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.”


Kakooza also said, “I can confidently say that as the tourism professionals, we await to receive Ugandans as they “Take on the Pearl” to help you understand why Uganda is “The Pearl of Africa.”

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.

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