Uganda is known as the Pearl of Africa because of its diverse natural sights and sounds.

However, despite having an avalanche of tourist sites, locals still struggle to tour the country. That is why Uganda Tourism Board (UTB) has taken it upon themselves to encourage Ugandans to explore and embrace local tourism.

In a message she shared during a courtesy visit to Rotary Club of Kampala South, UTB chief executive officer, Lilly Ajarova, preached the “Explore, Uganda the Pearl of Africa” campaign, which is an invitation to tourists, both local and international, to relive what Uganda has to offer.

Uganda Tourism Board (UTB) chief executive officer, Lilly Ajarova urges Rotarians to invest in tourism

Ajarova emphasised that this is the best time to invest in the tourism sector, as there are plenty of opportunities out there at affordable costs.
“I encourage Rotary members to become investors in tourism as the opportunities are numerous. Government is an enabler of the sector as a whole while the private sector is the driver,” she said.

She added that Uganda is in a position to explore and experience cultural tourism with plans in the pipeline to organise a cultural festival. She also admitted that some work has to be done to improve the sector.

Activities such as grading hotels, updating museums and documenting of tourist sites should be done to facilitate the sector’s growth.

She also vowed to use her position to rally government support to help upcountry hoteliers extend services such as water, electricity and roads to their facilities.

*Written by Deus Bugembe