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Uganda has more to offer than gorillas: The “pearl of Africa“ wants to become East Africa’s number one destination

“Uganda is a must-visit country“, said Ugandan Minister of Tourism Godfrey Kiwanda as he greeted the journalists at the press conference of ITB Berlin 2019. The number of people visiting Uganda continued to grow and the goal was for tourism to make up 15 per cent of the country’s GDP by 2020, he said. To achieve that, Lilly Ajarova, the new CEO of the Uganda Tourism Board, is focusing on a clear brand identity for marketing the “pearl of Africa“ and has announced further investment by the Ugandan government. “We want to become East Africa’s number one destination”, said Minister Godfrey Kiwanda.

In 2017 Uganda already welcomed more than 1.4 million tourists, 17.8 per cent more than in 2012. “Tourism is an important sector of the Ugandan economy and with 1.5 billion US dollars contributes almost ten per cent to GDP“, said Lilly Ajarova. The authorities are hoping that by 2020 that figure will rise to 2.7 billion dollars. For the minister what was even more important was to create jobs. Currently, one in eleven people in the workforce are involved either directly or indirectly with the tourism industry.

Lilly Ajarova wants to make the ministry’s ambitious aims become reality: “Uganda is regarded as one of Africa’s best travel destinations. The Nile is one of the seven wonders of the continent; the Kidepo Valley National Park is one of Africa’s best; and the Bwindi Impenetrable Forest is home to the world’s largest population of mountain gorillas. We therefore have an outstanding tourism product that we want to continue to market worldwide“, said Ajarova.

Antje Hennecke-Lückingsmeier

Hall 21.a, Stand 121

Press contact: Philipp Roßkamp, Maren Schneider, KPRN network GmbH

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