At ZBIN we like to focus on success business stories from across Africa especially countries in East and Central Africa. Today we feature key business lessons from Uganda which is promoting its tourism brand. We look at what the Pearl of Africa has done to promote tourism in 2016 and their plans in 2017 and beyond.
Lesson Number 1: Refined marketing strategy in 2016
For the first time in Uganda’s history, they hired three firms to market the Pearl of Africa in United States, United Kingdom and Germany. Uganda is increasingly receiving continued coverage worth millions of dollars in leading media houses in these markets. To date Uganda has already received media publicity worth nearly $4 million. A lot more is expected by the end of 12 months for which the firms were hired. From this intervention, tourists from US to increase from 49,414 in 2015 to at least 60,000 in the year 2017; tourists from United to increase from 40,851 in 2015 to 60,000 in 2017 and tourists from Germany to increase from 9,585 in 2015 to at least 15,000.
Lesson Number 2: Ugandans encouraged to prepare for increased tourist arrivals. Expected increase in Germany tourists means that there is need to learn the Germany language, quality of service to be improved by increased investment and monitoring by the Uganda Tourism Board.
Lesson Number 3: Working with Uganda Foreign Missions in key source markets to publicise the Pearl of Africa and to link tour operators to tour operators from established markets where Uganda has have foreign missions.
Lesson Number 4: Uganda to continue promoting domestic tourism.
Below is a statement from the Uganda Tourism Board….
The Uganda Tourism Board appreciates the increased interest from all Ugandans in tourist sites all over Uganda. Ugandans are surely rediscovering the Pearl of Africa. During the Christmas period, we closely observed as Ugandans and expatriates filled tourism sites all over Uganda. We appreciate the lead role played by outstanding domestic tourists such as Rotaract and Rotary, rally fans, sports fans, culture enthusiasts, The Slayers, Mr Dibo and friends, Mr Kyamutetera and many others. Going forward, we shall continue supporting domestic campaigns including Tulambule and others. We strongly wish to encourage the private sector to design such initiatives that will encourage more Ugandans to explore Uganda.
Lesson Number 5: New Tourism Products
For the first time in Africa, Uganda hosted Africa’s first ever birding expo at the Botanical Gardens Entebbe. This exposed Uganda as the world’s premium birders’ destination, boasting of 50 per cent of Africa’s bird species and 10 per cent of the world’s species. This expo will continue to grow and be Africa’s and Uganda’s signature birding event.
Lesson Number 6: Uganda divided into 13 tourism destinations
Uganda has been organised into 13 tourism destinations namely Busoga, Far Eastern, Lango, Acholi, West Nile, Bunyoro, Toro, Rwenzori, Kigezi, Greater Ankole, Ssese Islands and Buganda; most of our domestic interventions will aim at promoting these unbelievably gifted destinations.
Lesson Number 7: Quality Review
Uganda continues to regulate the tourism industry to improve the quality of service .To date they have classified 61 hotels all over the country; five of which have received five star rating. This exercise is continuing and they encourage all tourist accommodations to have their facilities classified as it shall amplify their credibility. The service is currently done free of charge. Tour operators received training as well. The board will continue to provide training to staff employed by tourism facilities such as accommodation facilities, tour operators, tour guides, and many others, free of charge.
Lesson Number 8: Brand Promotion in 2017
The Uganda Tourism Board has the following statement
In 2017, our major effort will be placed on strengthening our brand promise – The Pearl of Africa. Building a strong national destination brand will require the involvement as well as the support of every Ugandan and Ugandan institution including Parliament, police, army, sports teams, media houses, Opposition, boda bodas, etc. We shall be at your door step to guide you on how best you too can participate and benefit from a stronger destination brand
Lesson Number 9: Identification of Undeveloped Sites in Rural Areas
The board encourage individuals that know about or possess undeveloped sites, as well as communities that own or live nearby sites associated with rich heritage to contact then for assistance and guidance. Uganda has more than wildlife – it is blessed with centuries-old stories that have to be told and sold. Do not hesitate to seek guidance on how best to convert rich heritage/history into dollars. Together, we can tap into tourism to create jobs for our especially rural populations.
