Uganda has launched a new campaign to promote its beautiful landscapes, rich culture, wildlife, and investment opportunities. The campaign is called “Unveiling the Hidden Pearl of Africa” and was introduced during the opening of the Kilifair Tourism Expo in Arusha, Tanzania. The launch was led by Ambassador Anne Katusiime and a team from Uganda’s Ministry of Foreign Affairs.
Kilifair is East Africa’s largest tourism expo. It is being held at the large Magereza prison grounds in Arusha and runs from Friday to Sunday, June 8. The event has brought together over 500 exhibitors from more than 15 countries. Over 1,000 international buyers, trade visitors, media, and tourism industry leaders are also attending.
Uganda’s delegation to the Expo includes officials from the Uganda Tourism Board, Uganda Wildlife Authority, and other private companies in the tourism industry. They hope the campaign will attract more visitors to Uganda, known as the “Pearl of Africa.” According to the Ministry of Foreign Affairs, this is a chance to show the world what Uganda has to offer.
Tourism is an important part of Uganda’s economy. In 2024, Uganda welcomed over 1.37 million international tourists, which was a 7.7% increase from the previous year. The Uganda Tourism Board reported that the country earned about $1.28 billion (or 4.8 trillion Uganda shillings) from international tourism in that year. Most of the growth came from visitors from other African countries and key markets overseas.
During the Expo, tourism operator Amos Wekesa encouraged Ugandans to get more involved in promoting the country’s natural and cultural attractions. He mentioned that Tanzania has been successful in growing its tourist numbers and said Uganda could do the same. Wekesa pointed out that Uganda has 22 national parks and game reserves, but their income is still low compared to the potential of the sector. He believes that with serious effort, Uganda can greatly increase its tourism earnings.
The Kilifair Expo is also part of a bigger plan to promote the East African region as one tourism destination. This is being done through the “Visit East Africa – Feel the Vibe” campaign. It brings together tourism boards, tour operators, hotel owners, and service providers from different East African countries. The goal is to work together to offer tourists a chance to explore several countries in one trip.
The East African Community reports that the region received 8.5 million international tourists in 2024. This is a big improvement compared to 2019, before the COVID-19 pandemic, when the region had 7.7 million tourists.
The theme for this year’s Kilifair Expo is “Where Business Meets Wildlife.” The event is supported by the German development agency GIZ, the European Union, and the East African Community Secretariat. It highlights the importance of tourism not only for business but also for regional cooperation and economic growth.
Uganda’s new campaign is a strong step toward showing the world its hidden treasures. With more effort and teamwork across the region, tourism in East Africa is set to reach new heights.
