The Uganda Tourism Board (UTB) has announced a strategic partnership with Expedia Group, a leading Online Travel Agency (OTA), to promote Uganda as a premier travel destination. This collaboration targets key markets in the United Kingdom, United States, and Canada, leveraging Expedia’s vast reach in the travel industry.

The campaign, aptly named “Uniquely Yours,” was officially launched on November 5, 2024, and aims to highlight Uganda’s iconic sustainable tourist experiences.

This includes popular activities such as gorilla tracking, bird watching, and authentic adventure tourism that showcase the breathtaking landscapes and rich biodiversity that the country has to offer.

With over 25 years of experience, Expedia Group operates more than 200 travel websites across 70 countries, connecting an extensive network of 100,000 travel agents, 3,000 destination marketing organizations (DMOs), and boasting 168 million loyalty members worldwide. The platform experiences approximately 450 million online visits and 1.2 billion trip searches each month, making it an invaluable partner for UTB in reaching international leisure travelers.

Lilly Ajarova, CEO of the Uganda Tourism Board, expressed her enthusiasm about the partnership, stating, “We are excited to unveil our collaboration with Expedia, where Uganda will showcase the best experiences our country has to offer to travelers in the UK, USA, and Canada. This campaign will tap into the Expedia group’s vast networks for increased tourism arrivals to the Pearl of Africa.”

Ambassador John Leonard Mugerwa of the Ministry of Foreign Affairs emphasized the significance of this collaboration for tourism promotion and development. “We are happy to support the Explore Uganda campaign on Expedia in partnership with the Uganda Tourism Board. Our joint efforts will certainly reach our target markets, not only in the UK, but also in North America,” he remarked.

The campaign will feature a dedicated landing page on the Expedia website, providing travelers with an array of attractions that highlight what awaits them in Uganda. Known for being home to 54% of the world’s mountain gorillas and 11% of global bird diversity, as well as 39% of Africa’s mammal species, Uganda is a melting pot of cultures and heritage, boasting over 65 different tribes.

In alignment with the new national Destination Marketing Strategy for 2024/2025-2028/2029, the “Uniquely Yours” campaign aims to increase the share of high-value international leisure travelers while boosting visitor expenditure in Uganda. Through compelling storytelling and immersive experiences, UTB seeks to enhance Uganda’s destination brand and attract more tourists to discover the beauty and adventure that defines the Pearl of Africa.