The launch of Uganda’s rebranding drive at Kololo Independence Ground

In a rich mosaic of colours, women were swathed in traditional dresses from western Uganda as men were decked out in white tunics (kanzus) seamlessly blending with the multi-coloured traditional wear of the Karimojong to express Uganda in all its finery.

It was a truly colourful event Pulse Live Uganda

All these persons, colours and cultural digests were on hand to help Uganda open a new chapter towards unveiling a newly branded country.

"This is a monumental day in the history of Uganda Tourism Board (UTB),” said Lilly Ajarova, the UTB Chief Executive Officer.

She added color of fact to this statement by saying that the new brand for Destination Uganda will reshape, redirect and reinforce Uganda’s place in the pantheon of tourism around the world.

President tweeted about the event Pulse Live Uganda

Ajarova said Ugandans are some of the friendliest people on the earth and so this rebranding will renew their faith in the better angels of their natures and present them renewed hope.

Ajarova said Uganda is among the top 10 countries in the world most gifted when it comes to biodiversity wealth, with what Sir Winston Churchill called a “profusion” in the variety of plant and animal life in the country.

She added that Uganda has 50% of the bird species in Africa and 53% of the mountain gorillas, the latter are estimated to be only 1,000 globally. However, she said, the revenue from tourism is not equal to the country’s natural gifts.

“Uganda is beautiful beyond measure. Why doesn’t Uganda’s tourism get a fair share of this?” she asked. “There was a lack of clarity and consistency in marketing what Uganda offers.”

The UTB boss said this would change as there would now be consistency and clarity in messaging in order for the country to reap from its beauty. According to Ajarova, unveiling of the new brand was a determined and definite step in this direction of unambiguous messaging about Uganda’s special place in the world of tourism.

She went on to define a good brand as one which unlocks a country’s singular attractions by ensuring its accessibility through elevating its top-drawer accommodation and amenities towards a universal awareness of the same.

Her words prefaced the moment when President Yoweri Museveni unveiled the new brand for Destination Uganda: Explore Uganda the Pearl of Africa.

Museveni was in high spirits, elevated by a keen sense of mission to place Uganda at the top of any tourist’s point of call when it comes to tourist destinations.

Museveni officially unveils Uganda's new brand Pulse Live Uganda

President Museveni added grist to the mill of the UTB boss’s words by speaking about the evolution of humankind from its cradleland in East Africa before being dispersed to other parts of the world.

East Africa being the Cradle of Humankind reflects the fact that this region has produced a large number of (as well as some of the oldest) hominin fossils ever found, some dating back as far as 3.5 million years ago, he noted.

After his knowledgeable words, Museveni unveiled, “Explore Uganda the Pearl of Africa” amid fanfare from an audience in celebration of the new brand for Destination Uganda.