It is no surprise that the world’s
most famous travel bible Lonely Planet has recognised the nature, culture, beauty
and hospitality that Uganda has to offer.
The Pearl of Africa has many
attributes, which make it the perfect holiday
destination. Gone are the days when Uganda was associated with Idi Amin,
HIV/AIDS and Joseph Kony. Indeed I myself have written numerous pieces
about my love affair with Uganda and its many attractions. Upon my return to
the UK, I have on countless occasions recommended Uganda as a place to visit
and invest in; the response though positive has always been one of, ‘Yes I know
of Uganda; I just hear more about Kenya and Tanzania as places to holiday in.’
So, are the relevant Ugandan
authorities doing enough to promote the country as a tourist destination
overseas? How should Uganda’s being brought into the spotlight by Lonely Planet
be built on? Is enough being done to market and sell Ugandan made products
overseas?
Train stations in London are
plastered with posters of South African scenery, inviting people to visit the
country. Around the city are advertising boards saying, ‘Incredible India’,
‘Morocco: the country that travels within you’, ‘Nigeria: There’s more beneath
the surface’, and ‘Turkey welcomes you’, all aimed at potential visitors.
However, missing are the tourism campaigns encouraging people to visit Uganda.
There are no posters with images of
the sun-setting on Lake Victoria, no pictures of Bwindi’s mountain gorillas, no
billboards informing people of the glistening Pearl of Africa. There are no
media campaigns telling adventure seekers about white water rafting in Jinja,
or targeting nature lovers through marketing the numerous national parks, or
attracting lovers of luxury to the five-star Kampala Serena hotel.
The attractions of Uganda almost
speak for themselves, meaning that any advertising need not be complicated. There
is no need for gimmicks or celebrity endorsements; the gifts of nature speak
for themselves. Perhaps lessons could be learnt from Rwanda, which after the
horrors of genocide, has risen as a popular destination for tourists. There,
the government created a tourism strategy focusing on all the country has to
offer to potential visitors. They created a marketing strategy, which not only
revamped the image of Rwanda as a destination for holiday-makers, but also as
an attractive hotspot for international conferences and events.
In creating their tourism strategy,
Rwanda looked at the tourism developments and campaigns of popular tourist
destinations such as Kenya and Mauritius. The Rwanda government has embarked on
a strong public relations campaign aimed at the UK and USA, and has designed a
10-year sustainable tourism master plan which has clear recommendations,
suggestions and plans to welcome over two million tourists by 2020.
The emergence of Rwanda-made
products has also been a by- product of the country’s marketing strategy. Walk
into a well-known coffee chain in the UK and available to buy are coffees from
Kenya, Tanzania, Ethiopia and Rwanda; yet there is no sign of Ugandan coffee.
Similarly, there is no sign in mainstream stores of Ugandan honey; the green
beans have a ‘Grown in Kenya’ sticker on them, and products from South Africa
have ‘Proudly South African’ plastered on them. No such thing is present on the
boxes of tea from Uganda which can be found in UK supermarkets.
Rwanda, Kenya and Tanzania invest
large amounts in attracting tourism. For example, Kenya’s tourism marketing
budget for 2011-2012 is approximately KShs 1.4bn, far more substantial than the
UShs 600m which makes up the budget for Uganda. As a consequence, it is also
evident that the more a country invests in attracting tourists, the bigger the
economy gains.
The budget for tourism should be
expanded, a new marketing strategy drawn up, and a focus on attracting visitors
and promoting ‘made in Uganda’ products overseas given importance. Lonely
Planet naming Uganda as the number one destination for 2012 should serve as a
push for the government to strike while the iron is hot and to take the
opportunity to market Uganda around the world through creative advertising
campaigns.
In turn, all those that are
attracted by the advertising will have the opportunity to live a piece of
paradise.
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