TOURISM: Uganda-Gifted By Stature

’THE MAN who stops advertising to save money is like the man who stops the clock to save time,’ read an advert in the International Transport Journal. Uganda invested billions of Shillings into the ‘Gifted by Nature’ promotion and sparked debates among citizens about wasted money. But if you look at the results in the long run, this venture may be worth it because status attracts more value. In this case, foreign currency. The recent CNN launch will greatly boost the number of tourists visiting Uganda. ’Gifted by Nature’ sums up the country’s attraction in eco-tourism. Uganda’s free PR in the US market tops US $ 250,000. During the month of April 2006, the value of the publicity generated for Uganda through McSullivan Marketing International, the PR Agency in the United States market for Tourism Uganda (the new brand identity for Uganda Tourist Board) topped US $ 452,761. Coverage included the CNN Traveler Magazine (circulation 3,235,000)where the feature on Uganda’s tourism was valued at US $ 121,133. A six and a half page article on Uganda’s primates in the leading Town and Country Travel Magazine with a circulation of 900,000 copies was valued at US $259, 244.
The Ugandan Government signed a one million dollar deal with CNN International for a media campaign to brand and market the country on its network over six months (From 8th October 2005 to March 2006). The initiative with President Yoweri Kaguta Museveni launched at Speke Resort Munyonyo on the 8th of October 2005, was put together by various partners in the ‘BRAND UGANDA CAMPAIGN’ that is projected to triple the country’s tourism returns by 2010.
Leveraging Uganda in the overseas media is perhaps the best value for money strategy and the exposure that is obtained for tourism stakeholders in Uganda including hotels, lodges and tour operators is something that would remain unaffordable to most on their individual budgets. The role of Tourism Uganda in this respect as the coordinating agency is now being recognized by local stakeholders.
‘We are grateful to Tourism Uganda for this exposure and look forward to the same and will be supporting the activities that lead to this through overseas media familiarization trips and other activities undertaken by Tourism Uganda,’ says Yusuf Mubiru of Volcanoes Safaris.
SIR WINSTON Churchill once called it ‘The Pearl of Africa’ because of its lush green beauty and undefiled landscapes, while Microsoft mogul Bill Gates sneaked into it to get a glimpse of the media hyped Gorillas and in November 2007,it will host the CHOGM. That means Queen Elizabeth of the United Kingdom and the entire Commonwealth is coming to Uganda. Her subjects will all be interested in knowing where their Royal Highness is heading. There is absolutely no doubt that beauty played it’s part in bringing the summit to Uganda. With the million dollar ‘Uganda-Gifted By Nature ‘ Campaign being televised around the globe by CNN, naturally Uganda’s tourism opportunities will skyrocket even before the Big Meeting. After all, it’s a long way off, but who can wait that long when grandeur is still fresh to watch. Expect an increased influx of sight seers.