Explore Busoga campaign launched
Jan 26, 2024
"We must continue telling our stories as well as showcasing the beautiful pearls that Uganda has to offer," Mugarra said.
Martin Mugarra (R), minister of state for tourism, Peter Kasolo (C), mayor of Jinja city and Hellen Namutamba the minister of tourism in Busoga during the Explore Busoga campaign. (Courtesy Photos)
Julius Luwemba
Journalist @New Vision
____________________ Kick boxer who turned Tourism promoter Moses Golola assuring his physical presence for the Explore Busoga campaign
In its fifth leg of the Explore Uganda series that aims at unearthing several of the country's hidden gems, the tourism ministry (MTWA) has launched the 'Explore Busoga' campaign to run from February 13-18, 2024.
While launching the campaign at Emin Pasha Hotel in Kampala, tourism state minister Martin Mugarra said the campaign will help unveil the less-told stories about the Busoga region.
"We must continue telling our stories as well as showcasing the beautiful pearls that Uganda has to offer," Mugarra said.
He noted that before the advent of the COVID-19 pandemic, only 132,000 Ugandans were visiting tourism sites such as the Uganda Wildlife Education Conservation Center (UWEC), the museum, and national parks.
"The low numbers were due to inefficient tourism marketing among other reasons such as the long-standing misconception that tour and travel are meant for foreigners plus lack of travel culture among Ugandans," Mugarra said.
Explore Uganda series
He however, noted that by the end of 2023, the tourism sites registered 1.2 million visitors, a progress he attributes to the revival of existing domestic tourism promotion strategies and the launch of a new destination brand "Explore Uganda, the Pearl of Africa." The current series of Explore Uganda started with a visit to the Elgon region in the districts of Mbale, Kapchorwa, and Kween in December 2022.
The second leg saw a mammoth of visitors touring the Western part of Uganda through Mbarara City, Queen Elizabeth National Park, Kasese district, and Fort Portal City, whereas the third leg pointed to the Northern part of Uganda through Masindi, Murchison Falls National Park, Gulu City among other districts of the north. 
The World Tourism Day celebrated every September, was held in Hoima oil city, subsequented by the fourth leg of Explore Bunyoro which saw Ugandans taking on the campaign to sites such as Kibiro salt mines and the Albert Rift valley.
Bringing attention to less-known attractions
While launching the fifth leg of Explore campaigns on Thursday, tourism development acting commissioner Vivian Lyazi said exploring and bringing attention to some less known attractions is vital in creating more tour packages and products that operators can sell but also avail new options for the tourists to enjoy.
According to Lyazi, the Explore Busoga campaign will involve several tourism stakeholders in the Busoga region for a meeting on February 13, plus a technical visit to the Uganda Hotel and Tourism Training Institute in Jinja before the official flag-off slated for February 15.
Setting off at the Uganda museum, the group estimated to comprise 300 Ugandans will make a stopover at Najjembe, for a bite of the roast chicken and later visit the Nile Breweries plus the Nalubaale dam.
The next day, Feb 16, there will be hiking of the Kagulu Hill which has a strong cultural attachment to the Busoga region. On the third day, local tourists will be treated to a buffet of tourism activities in Jinja city, among which include rafting, tubing, bungee jumping, horse riding, visiting the source of the Nile, water cycling, and quad biking among others, then travel to Busowokwo and Itanda falls.
"As a norm for our explore campaigns, we shall also hold a concert in Jinja city with all the local artistes to have an experience of the Jinja nightlife," the minister noted.
Busoga kingdom tourism minister Hellen Namutambasaid Kyabazinga William Gabula Nadiope IV has embraced the campaign and accepted to host the visiting congregation to his palace.
"We shall have the chance to dine with the King at his palace with the queen," Namutamba said.
The final day will see travelers visiting Kakira Sugar Factory for agro-tourism before returning to Kampala.
Daniel Irunga, the senior brand officer under the Uganda Tourism Board (UTB), earlier remarked that Ugandans love to travel in groups. He remains optimistic that by the end of 2024, UTB expects full recovery of the tourism sector "which now stands at around 85% recovery."
The new brand identity invites travellers both local and international, to explore Uganda deeply, stay for extended periods, and take time to appreciate what the pearl of Africa has got to offer.
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