The Uganda Tourism Board (UTB) has announced a significant partnership with the Expedia Group, a leading Online Travel Agency (OTA).
This collaboration aims to promote Destination Uganda in key source markets: the United Kingdom, the United States of America, and Canada.
This strategic alliance leverages Expedia’s vast reach to showcase Uganda’s unique offerings.
Expedia’s Global Reach
Expedia Group’s impressive credentials speak for themselves. With:
- 25 years of experience,
- Over 200 travel sites in 70 countries,
- 100,000 travel agents,
- 3,000 Destination Marketing Organizations (DMOs),
- 168 million loyalty members,
- 450 million online visits,
- and over 1.2 billion monthly trip searches.
…Expedia provides unparalleled access to potential tourists.
“Uniquely Yours”
Launched on November 5, 2024, the “Uniquely Yours” campaign will highlight Uganda’s iconic sustainable tourist experiences.
These include gorilla tracking, bird watching, and authentic adventure tourism activities. The campaign targets specific markets across the globe.
Aligning with National Tourism Strategy
This online campaign aligns with the new National Destination Marketing Strategy 2024/2025-2028/2029.
It will contribute to the strategic objectives of increasing the share of high-value international leisure travelers and boosting visitor expenditure in the Pearl of Africa.
The campaign’s focus on immersive experiences aligns perfectly with this strategy.
Building the Destination Brand
UTB will use the campaign to build the destination brand. They plan to create compelling stories and promote the immersive experiences unique to Uganda.
This storytelling approach will resonate with potential visitors and showcase the true essence of Uganda.
UTB CEO on the Partnership
“We are excited to unveil our partnership with Expedia,” said Lilly Ajarova, the UTB CEO. “Uganda will showcase the best experiences our country offers to travelers in the UK, USA, and Canada. This campaign will tap into the Expedia group’s vast networks for increased tourism arrivals to the Pearl of Africa.” This partnership is key to boosting tourism numbers.
Ministry of Foreign Affairs Support
Ambassador John Leonard Mugerwa from the Ministry of Foreign Affairs emphasized the importance of collaboration between UTB and Uganda’s missions abroad for tourism promotion.
“We are happy to support the Explore Uganda campaign on Expedia,” stated Ambassador Mugerwa. “Our joint effort will certainly reach our target markets, not only in the UK, but also in North America.”
This collaborative approach strengthens the campaign’s impact.
Showcasing Uganda’s Treasures
From breathtaking landscapes and thrilling adventures to incredible wildlife encounters and captivating cultures, the campaign will feature it all.
A dedicated landing page on the Expedia website will further showcase Uganda’s array of attractions. This dedicated space will provide a comprehensive view of what awaits travelers.
Uganda’s Unique Biodiversity and Culture
Uganda boasts remarkable biodiversity. It’s home to:
- 54% of the world’s mountain gorillas
- 11% of the global bird diversity (50% of Africa’s birds)
- 39% of Africa’s mammal species.
Additionally, Uganda is a melting pot of cultures, with over 65 tribes. This rich diversity will be a central theme of the campaign.
Cover image credits: X: @wekesa_amo
