As part of its initiatives to boost its international tourism appeal, the Uganda Tourism Board (UTB) has partnered with the travel platform Expedia Group to launch a special campaign targetting high-value visitors from around the world.

According to a press statement by the UTB, the campaign, Uniquely Yours, is focussed on promoting Uganda’s rich wildlife, cultural heritage and adventure tourism to North American and UK travellers.

Launched at the World Travel Market that concluded earlier this week in London, the programme is designed to attract high-value visitors seeking immersive, sustainable experiences and will capitalise on Expedia’s global network, spanning over 200 travel sites in 70 countries with around 450 million visits per month.

The statement adds that with curated content like suggested itineraries, stories and visuals, the campaign captures Uganda’s unique attractions, underscoring its status as the ‘Pearl of Africa’.

From encounters with mountain gorillas in Bwindi Impenetrable Forest to exhilarating white-water adventures on the Nile River, the campaign positions Uganda as a bucket-list destination for eco-conscious travellers seeking memorable, immersive journeys.

Uganda boasts over half the world’s mountain gorilla population, primarily in Bwindi Impenetrable National Park and Mgahinga Gorilla National Park. UTB says that the campaign highlights this rare opportunity, underscoring Uganda’s conservation efforts and focus on wildlife protection.

The statement adds that Uganda is also a premier birdwatching destination, home to 1,080 species, 50 pc of Africa’s bird species. Key birdwatching sites, such as Queen Elizabeth National Park and Mabamba Swamp, offer chances to see rare birds like the Shoebill Stork.

Jinja, Uganda’s adventure capital, offers white-water rafting, kayaking, and bungee jumping. The campaign also spotlights the scenic Ssese Islands and trekking in the Rwenzori Mountains.

The campaign, in line with Uganda’s Destination Marketing Strategy (2024–2029), prioritises sustainable tourism and encourages extended stays, ultimately aiming to drive local economic benefits.

Lilly Ajarova

“This collaboration with Expedia opens doors for Uganda, enhancing our reach in the UK, USA, and Canada, and bringing the magic of the Pearl of Africa closer to travellers across the world. We want to ensure that every visit leaves a positive impact on both our visitors and our communities,” says Lilly Ajarova, CEO, UTB.

The statement adds that Uniquely Yours campaign represents a key step toward establishing Uganda as a globally recognised destination, blending cultural preservation with conservation-focused tourism.
Through this collaboration with Expedia, UTB says it envisions a future where Uganda’s landscapes, wildlife, and vibrant cultures captivate an even larger global audience, driving growth of sustainable tourism.