Uganda promotes ‘The Pearl of Africa’ in North America


(Posted 28th April 2017)

This month, the Uganda Tourism Board has been spreading the word about Uganda’s diverse and awe-inspiring travel experiences across the United States and Canada as part of a multi-city roadshow organized by North American marketing firm PHG Consulting.

A delegation including the Permanent Secretary of the Ministry of Tourism, Wildlife, and Antiquities Doreen Silver Katusiime, Uganda Tourism Board CEO Stephen Asiimwe and Uganda Tourism Board Quality Assurance Coordinator James Ssebagala traveled to North America to meet with top tier journalists, tour operators, and travel agents during two exclusive media breakfasts, a series of one-on-one meetings, and Ugandan heritage celebrations at The World Bank.

Twenty-five journalists took part in media breakfasts and individual meetings including writers and editors from The Washington Post, U.S. News & World Report, Wedding Bells, Travelweek, The Toronto Star, Canadian Travel Press, and more. A number of stories have already been published as a result of the meetings, and many more conversations about editorial coverage have begun. Several journalists received a true taste of Uganda by attending Ugandan Heritage Days at The World Bank where they enjoyed traditional cuisine and artwork depicting the country’s wildlife by Stephen Gwoktcho.

The group also visited nine of North America’s top tour operators including Goway, Lion World Travel, Eldertreks, and National Geographic Expeditions. The tour operators reported that their clients are expressing strong interest in Uganda. As a result, they are working to create new and unique experiences to meet the growing demand.

‘North American travelers have wants and needs that are different from most other international markets‘ said PHG Consulting Vice President Paul Cohen before adding ‘These travelers are seeking transformative, educational experiences that help connect them to the people and places they visit on a deeper level, and they want to do so in comfort. Uganda’s combination of immersive wildlife experiences, engaging community programs, and upscale accommodations make it a highly desirable destination for the inquisitive North American traveler‘.

The travel trade and media agreed that the tourism board and PHG Consulting have recorded a considerable increase in package development and sales, as well as positive media coverage, in this important and influential market. According to Asiimwe, these successes are a direct a result of activities like the North American roadshow.

Since we began working with PHG Consulting in May 2016, the firm has made tremendous impact in the North American market. Uganda is now on the map as desirable and intriguing tourism destination, and we anticipate this upward trajectory will continue at an even faster pace now that a solid foundation for our North American marketing program is in place‘ Stephen commented at the end of the roadshow.