A count of three (3) Public Relations Firms are apparently undertaking the role of marketing Uganda in her key source markets following their recruitment by Uganda Tourism Board – the body charged with tourism promotion including increasing the number of Uganda Safari undertakers.
This strategic move by the Uganda Tourism Board aims at increasing the
tourist arrivals in the country and widening the opportunities for
employment opportunities. The increase in the number of travelers
undertaking safaris in Uganda would mean that the investment in tourism facilities and the products would increase which would in turn stimulate jobs.
The public Relations Firms undertaking this move include; the Kamageo
for the British Market in the United Kingdom and the neighboring, the
KPRN for the German Market and the PHG Consulting for the market of
North America. These agencies are noted to be the first of their kind to
assist Uganda in her tourism promotion in the major traveler
The initiative which is being funded under the
arrangement of the World Bank's Competitiveness and Enterprises
Development Project (CEDP) is tasked with increasing the destination
Uganda’s profile, improve the arrival numbers in the country and enhance
the opportunities of investing in the tourism sector of Uganda.
Uganda’s image has been smeared by the tainted past including the
turbulent times of Idi Amin which has at times posed a bad perception
prompting various travelers to shun safaris to Uganda.
Therefore, with the launch of the campaign, this negative image is set
to be erased and give the true current picture of Uganda other than Amin
The current tourist figures arriving in Uganda stand at
1.3million as per the statistics of 2014 generating $1.4 billion (Shs4.9
billion) which is a considerable rise from the $600,000 (Shs1.2
billion) that were earned in the year 2006 from the travelers that
explored the Uganda safari tours during that time.
The local proprietors in the tourism sector are positive about the
development and appreciate the government effort in utilizing such
agencies that hail from the very regions since they have an edge in
understanding the respective markets much better. The move is also seen
as a remarkable step to reviving the tourist numbers and the tourism
sector where people would regain their jobs that were lost in the
previous year as result of the sector’s poor performance.
call for a detailed study of Uganda as a destination by these agencies
to identify her unique selling propositions still stand as it would be
significant move to proper marketing and attracting attention among the
travelers as regards Uganda tours.