Uganda showcased its “Explore Uganda : The Pearl of Africa” destination brand to international markets at World Travel Market (WTM) which took place in London, England, UK from 4th to 6th November 2025.
The destination brand aims to highlight diverse attractions, including wildlife, landscapes and culture, emphasizing that the African country offers a unique and adventurous experience, from seeing snow - capped peaks, diverse wildlife like mountain gorillas, rainforest, the source of the Nile and a rich cultural heritage according to the Uganda Tourism Board (UTB).
The brand also highlights the vibrant local communities, the warm hospitality of its people and emphasizing outdoor activities, positioning Uganda as a destination for a “once in a lifetime adventure”.
The nickname “Pearl of Africa” was coined by Sir Winston Churchill, famous British statesman, military officer, and writer who was Prime Minister of the United Kingdom from 1940 to 1945, to describe Uganda’s beauty and natural wealth.
At World Travel Market London the Uganda Delegation led by Minister of Tourism, Wildlife and Antiquities and Uganda Tourism Board CEO, Juliana Kaggwa ran a focused three - day marketing push featuring cultural showcases and trade engagement, aiming to grow arrivals from the UK and Europe.
Uganda Tourism Board (UTB) and private sector partners held B2B meetings with tour wholesalers, travel agents and media, highlighting gorilla trekking, Nile adventures and community - based tourism.
High - profile media appearances on CNN, BBC, Al Jazeera, National Geographic and the Daily Mail boosted visibility, and the UTB team reported strong stand traffic, follow - up enquiries and plans for high - value familiarisation trips in 2026.
Link
https://atta.travel/resource/uganda-courts-uk-and-european-markets-at-wtm-london-2025.html
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