Uganda Breaks Away from the Safari Narrative With New Tourism Marketing
Photo Credit: Kara-Tunga Tours' community experience with the Karamojong people in Uganda Kara-Tunga Arts & Tours / Kara-Tunga Arts & Tours
Skift Take
It’s about time Africans were portrayed as central protagonists in the exploration of their own backyards. But Uganda’s new campaign also shows how African destinations can stand out more sustainably — pushing for local and regional tourism short-term, and preparing for more adventure and community-based tourism down the road.
For years, selling Uganda as a destination meant leaning on the region’s most predictable features — the iconic mountain gorilla and the Big Five animals. The East African nation’s diverse communities, modern cities, and remote community tourism experiences remained eclipsed to all but the intrepid explorer.
That narrative has now shifted. In a visible departure from the status quo, Uganda Tourism Board’s new marketing campaign showcases a country with features few outside visitors might expect, and serves as a sign of what’s to come out of African destinations in a post-pandemic competitive tourism industry.
https://www.youtube.com/watch?v=SJrIPSPuASUViewers might glimpse a chimpanzee, a giraffe or a cheetah on the chase, but these make up a tiny part of the footage, otherwise dominated by scenes of Ugandans enjoying a range of outdoor adventures, cultural and urban activities in their own country.
The new message is to not just
