Destination Branding: Does Uganda have a Tourism Brand?

By Tukamushaba Kurobuza Eddy

Lecturer Makerere University Business School

PhD Candidate in Destination branding

I would like to refer to the article that appeared on October 16, 2008 in The New Vision page 48 titled “Drop Gifted by Nature Brand” by Paul Tentana. I do not particularly agree with the view that Uganda has a tourism brand! The problem I see from this article that the refers to “Gifted by nature”, “The pearl of Africa” as tourism brands. I would like to agree with Mr. James Bahinguza, the Tourism Uganda Manager who was quoted as saying “Gifted by nature is not selling anywhere and giving a reason that every country is gifted by nature in one way or another!

Whereas I agree with him on that point, he also seems to suggest that “The Pearl of Africa” would be the best tourism brand for Uganda!

Let me first appreciate all individuals who came up with these ideas, but I think we are getting this wrong when we continually use these concepts as tourism brands. In my view, they are good to be used as a basis to brand Uganda as a tourist destination not brands as they are being portrayed. This means there is still a lot to be done by Tourism Uganda charged with the responsibility of marketing Uganda as a tourist destination.

As a Scholar, allow me to share my ideas towards getting a better brand name for Uganda’s tourism industry.

Let’s first imagine France without fashion, Germany without automotive excellence, and Japan without consumer electronics. The argument here is that the image we have of another country says a lot about how we view it as a tourist destination, as a place to invest or as a source of consumer goods and services. In the same way as a company brand, a place’s reputation needs to be built on qualities that are positive, attractive, unique, sustainable and relevant to many consumers.

As with any brand, nations as well as destinations have individual fingerprints that are unique. From language to skin colour, to music and art style, to customs and religion, no two places are exactly alike, and this uniqueness gives power to a place brand.

Most places have long felt a need to differentiate themselves from one another, to assert their individuality in pursuit of various economic, political or socio-psychological objectives.

The conscious attempt of governments to shape a specifically designed place identity and promote it to identified markets (whether external or internal) is almost as old as civic government itself. The acts of communication that a place can perform include; the products that it exports; the way it promotes itself for trade, tourism, inward investment and inward recruitment; the way it behaves in acts of domestic and foreign policy; and the ways in which these acts are communicated.

In essence, a place branding consists of developing an image and communicating it based on the positive values and perceptions of the place. The core values of a place brand can affect everything from positioning to differentiation of the place’s many products and services.

Today, a range of consumer brands deliberately promote their place of origin to benefit from associations and equity grounded in their provenance to achieve competitive advantage.

Country or place brands are by no means simple to build. Unlike product branding, place branding is seldom under the control of a central authority and it involves multiple stakeholders, often with competing interests. People may learn about any place (country, region or city) in school, from media sources, from purchases, from trips or from contact with citizens or former residents. News coverage and popular cultural entertainment such as films, television programs and literature can provide substantial information about a place. These can alter an area’s image dramatically, even in a short period of time. For these reasons brand strategists have to exploit such avenues towards creating a winning tourism brand for Uganda.

As for any brand, image and associations are at the core of a place brand. Due to challenges in management of the image, Formation process of places, a basic question to be asked in place branding is therefore the need to initiate co-operative umbrella branding programs to promote Uganda as a tourist destination. This strategy has worked (i.e. India), while for others it has failed and it needs concerted effort by all tourism stakeholders.

India is a story of success, because it has emerged in the last years in terms of perceptions in a different way from how it was perceived a decade ago. It was spirituality and poverty; now it is software and highly educated people.

Knowing what Uganda is famous for would be a beginning point. For example “A home of mountain Gorillas”! which would be appealing to a targeted market.

Lastly, similar to a company brand, a place branding strategy must be based on a clearly defined vision, which is firmly rooted in the existing policies, resources, capabilities, motivations and perceptions of the place. It is essential for the stakeholders of the place to create and share this vision, and work jointly towards determining how it will be achieved.

I believe Ugandans know better their country and together with our partners we can brand Uganda and start enjoying the full benefits from the tourism industry.

BRUSSELS AIR, AIR UGANDA SIGN PACT

By Baluku Geoffrey

Kampala, Uganda

An interline agreement was on Monday 6^th October 2008 signed between Air Uganda and Brussels Airlines. This now makes it possible for the two carriers to accept each others tickets for services on the Juba – Brussels and Entebbe – Nairobi routes.

Air Uganda chief executive Peter de Waal and Brussels Airlines country manager Pierre Declerk hailed the agreement as a break through for their respective airlines. Declerk went on to say that “this was the beginning of a fruitful cooperation which will enable their customers to easily connect from Nairobi or Entebbe to other European destinations” thereby making Brussels airlines the first European airline to enter a regional partnership with Air Uganda.

Declerk further noted that the special prorate agreement would allow both carriers to offer attractive fares on the same electronic ticket as with one bill, the safety of the cargo was assured and that despite the generous baggage allowance that Brussels offers, clients will still be allowed to forward their shipments more easily between the two airlines.

Gorilla Permit Monopoly Affecting Uganda's Tourism Industry

By Baluku Geoffrey

Kampala, Uganda

A public out cry continues over the illegalities and monopolization of gorilla permits. The endangered Mountain Gorillas; are believed to share 98.4% of their genes with humans. Out of an estimated 720 mountain gorillas left in the world, 340 are found in the jungles of Bwindi Forest which is said to have slightly over 32 groups / families of gorillas.

Of the over 32 groups of gorillas, only four (4) have so far been habituated for tourism and these include Mubare, Bitukura, Habiyanja, Rushegura which has since changed base to the Democratic Republic of Congo and Nkuringo which is the current subject of debate. Mubare, Habiyanja are at the Buhoma side and are easily accessed through Kanungu while Bitukura is in Ruhija and the Nkuringo family of gorillas though still in Bwindi Forest is easily accessed through Kisoro district. One new other group is expected to be open for tourism very soon.

It is important to note that over 70% of the revenues from tourism come from Gorilla trekking. This continuous flow of tourists to go Gorilla trekking has been through a concerted effort from various players in the industry that include tour operators, hoteliers to mention but a few.

However, Uganda Wildlife Authority (UWA) who are expected to be the custodians of all National parks in Uganda encouraged some individuals to come up with a company with whom they could do private business. The company later came to be known as NCDF. According to the articles and memorandum of association, the company comprised of around 23 people who were all meant to have accented to the articles. On perusing through NCDF’s articles and memorandum of association, several irregularities are noted.

UWA and NCDF entered into a dubious agreement that enabled them to also acquire land with funding from USAID through Prime West. The over US$800,000 that was used to pay for land (buffer zone) in an area that is not that much needs to also be investigated. It should be noted that the lease hold for the land co owned between NCDF and UWA is on plot 5, Nteko Nkuringo Block 121 which copy is now being kept at the Executive Director (UWA’s) office in Kampala.

This top secret deal was started on 30^th August 2004 when UWA signed a memorandum of understanding with NCDF that included exclusive rights to gorilla permit sale. NCDF later entered another agreement with The Uganda Safari Company (TUSC). However, the owner of TUSC - Jonathan Wright was a member of the UWA board till 2005. Questions related to a conflict of interest have been raised and the public feels several Acts were breeched. A similar scenario happened in 2001, when Mr. Zahid Alarm who was a member of the UWA board at the time tried to support a tender for investors (his friends) to manage treks on Mt. Rwenzori. It is on record that Mr. Jonathan Wright clearly said that was a conflict of interest (Ref Monitor Newspaper 17^th July 2001).

Also around 1995 UWA tried to do the same by allocating 50% of the total number of gorilla permits available per day to Abercrombie & Kent (A & K). A & K also had similar proposals of putting up a lodge in the name of “conservation” to which the stakeholders rejected. The A & K gorilla permit monopoly was cancelled though the lodge (Gorilla Forest Camp) was still built and is being well run even with no condition such as tagging of gorilla permits.

This arrangement between UWA, NCDF & TUSC continues to raise more questions and is likely to escalate into a full blown conflict.

It is a known fact that gorilla permits are not only scarce but they are also competitive. Thus giving the exclusive right of the permit sale to one lodge and more so one tour operator is a vice that should be challenged.

Let it be clear that we concerned stakeholders are NOT against the lodge but against the issue of monopolization of the gorilla permits and more so pegging them to one lodge.

Monopolies create distortions and should not be welcomed in liberalized economies like Uganda. There is need to engage in normal competitive business that is in line with governments’ policy. Several people and companies including foreign and local have invested heavily in the areas of Bwindi despite not getting such preferential treatment. Is the UWA, NCDF and TUSC alliance that special?

The new lodge is also said to have received a grant of US$250,000 from Prime West as contribution for building. There is no further justification for other “gifts” in the name of gorilla permits.

There have been petitions from the parishes of Nteko & Rubuguri that make up Nkuringo. More petitions have been raised by the people of Muko that nears Rubuguri; Kisoro district leadership, hoteliers in Kisoro, Ugandan Tour Operators Association, church leaders and several other stake holders have all petitioned government questioning the rationale of such a deal.

From a survey carried out in Kisoro (where the Nkuringo group is easily accessed) it was realized that more than 85% of the tourists who stay in Kisoro hotels and lodges were linked to a gorilla permit. Thus the allocation of 6 permits (75% of the available permits to the TUSC and NCDF has led to a decline of around 80% of their bookings which also applies to tour operators. Industry players feel this is very unfair as it gives the opportunity to one lodge and more so one tour operator to receive and handle guests.

The arrangement between UWA, NCDF and TUSC entitles them to sell guaranteed gorilla safari departures on any day, week and month for the entire period the agreement is in place. They also do not have gorilla permit risk since they do not deposit any money on permits and there fore do not suffer cancellation charges as is stipulated in UWA’s booking guidelines for 2008.

The private operator is now also at liberty to decide whom they can sell the permits to and will most likely lead to favoritism and discrimination. What makes this whole arrangement more questionable is that there are clauses which state that everything should be kept in “secret” considering that even the “community” in question did not have a lawyer to represent their interests.

Through consultation with a few other lawyers, it has also been realized that the agreement between Flora & Fauna International and UWA in regard to purchase of land in Nteko parish specifically provides that the law applicable shall be the contract law of United Kingdom yet the subject matter of the contract is in Uganda. What is even more disturbing is that one of the “beneficiaries” was air lifted for agreement signing between NCDF & TUSC in Nairobi.

The law of Uganda is very clear on how to deal with communities. The structures of the local council (LC System) have to be used. However, UWA and IGCP opted not use the normal system but rather encouraged a few individuals to come up with a company instead of a trustee. This company (NCDF) was later realized to be limited by guarantee and comprised of around 23 people with some forgeries being noticed in the MOA. Considering that the community is made up of over 33,000 people with many of them against NCDF because of its loop holes, is reason enough to cancel this dubious deal.

According to UWA, their aim was to help the “community” get returns from the losses caused by the gorillas. It is argued that the gorillas had a home range of 25km² parts of which was outside the park boundary on community land. The issue of why the gorillas used to move to community land (taking in mind that this very land was paid for thus being the buffer zone) is a subject for further debate. The most evident cause is that the canopy in the forest is high while the gorillas want to eat from lush secondary grass. The solution for this is to carry out controlled cutting of some of the trees in the forest so as to create feeding ground for the gorillas. UWA does this in other parks where they carry out controlled burning in the parks so as to enable growth of new vegetation that is suitable for the wild animals.

They have also branded NCDF as a “community” project. On the contrary it is not as has been highlighted in several petitions.

Mapesa, the Executive Director of UWA always has always argued that the community was to get 6 permits though the money from the permit sale would go back to UWA. This is what one of the tribes in Uganda refer to as “Byoya Byanswa” or “hot air”. In actual sense the benefits would come from the accommodation side where an eco lodge was mooted hence becoming a contradiction in terminus. It now becomes evident that some people were pushing for their own selfish interests as there is no business plan to justify this whole deal.

According to the current arrangement NCDF will be getting US$30 per bed night from the US$450 TUSC charges per bed night taking in mind that NCDF are said to be the “rightful” owners of the lodge. Who is fooling who? If NCDF are truly the right owners of the lodge then they should be the ones to pay TUSC management fees of say 15% of the profit earned.

Normally the local council can help protect its people from such crime or robbery. Those who claim the project was “good” for the community chose to leave them out in the planning and implementation stages. All they do is package the deal as a “conservation and community” issue despite the fact that it is being used to enrich a single investor – crazy way to do business.

The local government Act 1997 clause 50 sub section d and f stipulates that the parish or village executive committee shall over see the implementation of policies and decisions made by its council and shall serve as the communication channel between the Government, District or higher local council and people in the area. It also goes on to note that the local councils will generally monitor projects and other activities undertaken by Government (UWA in this case), local Governments, and Non Governmental Organizations in their area. What happened – UWA dealt with a private company that seems to have been created illegally?

Part IV of the basic Public Procurement and disposal principles clause 45 is clear when it says that all procurement and disposal shall be conducted in a manner which promotes transparency, accountability and fairness. The secrecy involved and lack of business focus for industry players clearly shows that the PPDA ACT 2003 was breached.

Section 12 of the Uganda Wildlife Act gives local councils the right to appoint a committee to advise UWA on wildlife management. Part III of the wildlife Act Cap 200 under subsection 13 clause 3 and 4 also states that the Executive Director shall publish in a daily newspaper and in any other appropriate forms of media a notice of his or her intention to prepare a management plan and invite suggestions from all interested parties of what matters should be in the plan. It should be noted that the secrecy involved in this whole deal even made UWA not to consult industry players on the proposed monopolization of gorilla permits. The Uganda Wildlife Act Cap 200 goes on to say that the Executive Director shall request the district council within whose area the wildlife protected area falls in whole or in part to forward to him or her within a reasonable time, which time shall not be less than 21 days any proposals for inclusion in the plan. Considering the several petitions raised by Kisoro district council, just goes on to show that there secrecy in regard to gorilla permit privatization was not agreed upon.

It is important to note that the Association of Uganda Tour Operators at its sitting on 8^th April 2008 (in the presence of Mel Gormley - Past chairman AUTO and the Ministry of Tourism Trade and Industry staff) a committee was chosen from members present to investigate this whole saga . The members present agreed in principle to co opt other stakeholders with whom a investigations were conducted and findings presented through a report that was later adopted by the membership as their position. The committee was not supposed to delve so much in the several documents but to raise areas of concern and come up with a stand point for AUTO which was done.

During the investigation, an opportunity to travel to Kisoro was made possible. UWA which was represented at one of the Kisoro district council meetings by Mrs. Eunice Mahoro Duli acknowledged that they had blundered and were looking for a way forward. From the Kisoro district council deliberations, it was realized that over 90 % of the councilors were of the view that the arrangement between TUSC and NCDF not only be CANCELLED but were also of the opinion that the IGG investigate UWA’s dealings. The district speaker with advice from the Chief Administrative Officer proposed that they first handle the issue through the line Ministry prior to contacting the IGG’s office. It was then that the Prime Minister and Minister of Tourism were petitioned not only by the Kisoro District Council but also by the Association of Uganda Tour Operators and other stakeholders including actual Nkuringo Community members and not those masquerading to be their representatives.

For more information on the publics concerns visit

http://www.petitiontime.com/ViewPetition.aspx?key=nkurigorilla

HOTEL DES MILLE COLLINES SECURES $5MILLION

By Baluku Geoffrey
Kigali, Rwanda

Hôtel des Mille Collines, one of the up market hotels in Kigali, Rwanda has secured $5million for renovation of its facilities and also to give it a new face lift. The amount of money got from the International Finance Corporation (IFC) will be re paid in a period of ten years.

Mr. Jean de Dieu Mbarushimana, the director of Administration and Finance at the hotel, said they would close shop in the first three weeks of October for demolition period to take place, and then re open towards the end of October.

According to Mbarushimana, PIRARD, a Rwandan construction company won the tender to refurbish the hotel. It is anticipated that after renovation, the hotel will get new interior facilities and also change its outlook.

Mikcor Investment Holdings owns 89% shares in the hotel. These were purchased from Sabena, a Belgium flight company in 2005 to the tune of $3.4million.

Uganda: Tourism Sector Requires More Funding

By Baluku Geoffrey
Kampala, Uganda

Tourism has become one of the worlds fastest growing industries and hence forth an economic catalyst bringing earnings to countries in form of foreign exchange. The tourism industry continues to enjoy above average results and has for the past few years recorded sustained growth as high lighted in the United Nations World Tourism Organization (UNWTO) report "Tourism Highlights 2007".

In Uganda, tourism contributes nearly 26% of the country's total export earnings and also provides vital employment for people with a wide range of skills as well as the unskilled. Take for instance the hospitality sub sector alone employs country wide an estimated 59,000 people with the related transport sector accounting for another 18,000 jobs.

In as much as the above statistics have made government identify the tourism industry as one of its key priority economic sectors, there is little to show from its input. From Hon. Suruma's proposed budget for financial years 2008 / 2009, it is evident that government continues to deliberately under fund tourism.

The tourism sector brought in US$449 into the economy of Uganda last year (2007). However, from the sector allocations proposed by the finance minister, a meager 5% was allocated to the tourism, trade and Industry ministry. It is vital for government to stop paying lip service and put some meat on the skeleton.

Efforts must be made to increase funding to the sector if Uganda is to remain relevant in the tourist trade. Government seems to be behaving like a herdsman that keeps milking his cows with out feeding them.

What would you expect from such a cow? It is surely not enough for government to say so much about tourism and the economy's growth without making something tangible for it to prosper in real terms. 

Tourism as we all know operates in a market economy and it's subject to international forces. New destinations emerge and others decline because they are under cut on prices or become un fashionable. 

From a survey carried out through some of the trade fairs across the United States, Europe and South Africa, it was noted that Uganda was largely a blank page. If we are to put Uganda on the world map, then there is need to strengthen Tourism Uganda (formerly Uganda Tourist Board). Tourism Uganda (UTB) was created in 1994 by statute to operate as the government's tourism marketing arm.

Despite the continued under funding, the board is charged with the promotion of Uganda in the domestic and international arena. The tourism product is an amalgam of accommodation, tourist attractions, entertainment, catering and transport. The passing of the tourism bill and governments proposal to increase development spending by allocating about 1.1 trillion (about US$687.5 million) to the roads sector are all welcome moves that will go a long way in improving the tourism product.

However, this alone will not ease the problem of funding to the sector. Government should treat UTB (Tourism Uganda) as a baby who crawls before he or she walks. There is also need to improve further / strengthen the relationship between the private and public sector. Take for instance the membership of the Association of Uganda Tour Operators (AUTO) have in the past few years been the biggest marketers of our country's tourism resources. This association recently elected a vibrant new board to steer its interests for the next two years. 

All the association needs is waivers in the areas of tax such as zero rate on VAT plus incentives in monetary terms so as to enable the members cut on marketing costs. Supporting UTB and AUTO will surely be an important leverage not only to winching Uganda out of poverty but also lead to the growth of the tourism industry. If funding is increased, the tour operators will then find it easy to attend international trade fairs that are considered the biggest one stop marketing points of tourism around the world. 

Among the big travel shows are WTM in London, ITB in Germany, JATA in Japan, COTTM in China, INDABA in Durban South Africa, FITUR, some in Spain, USA and of recent the ever growing KARIBU fair in Tanzania. Regionally our neighbors that include Tanzania, Kenya and of recent Rwanda have increased funding to their tourism sectors which is evident from not only the publicity they are getting but also the increased number of tourists to their countries.

Thus if Uganda is to become or remain competitive, then there is surely need for government not only to increase funding but should also consider zero rating VAT on tour operator services as this will enable us compete favourably.

Ngamba Island Marks 10th Birth Day

By Baluku Geoffrey

Kampala, Uganda

Ngamba Island, a home to orphaned chimps, was established in 1998 to provide orphaned chimpanzees with a safe haven and to implement a comprehensive approach to chimpanzee conservation. As part of several activities to mark 10 years of Ngamba Island Sanctuary existence, a workshop was organized under the theme, "Preserving our heritage and protecting our closest relatives".

L - R Dr. Jane Goodall & the Writer

The workshop held on 3rd and 4th July 2008 was graced by the presence of re known primatologist Dr. Jane Goodall.


She gave a key note address that centered on the plight of chimpanzees world over. Several other local and international academicians, researchers, conservationists, tour operators attended the workshop that centered on the existing challenges of Great Ape conservation.

Lilly Ajarova, the Executive Director of Ngamba Sanctuary passionately appealed for government support in as far the islands activities are concerned. Hon Gagawala Wambuzi – Minister of State for Trade promised to convey the message to his line Minister who would hopefully follow up the issue.

As the chimpanzee populations increase on the island, their home range continues to decline. It is with this reason that government needs to help locate more land for these orphaned chimps. Cox who works with the Jane Goodall Institute noted that the fact that chimpanzees were now in sanctuaries meant that the world had failed in its duty of trying to keep chimpanzees in their natural habitats.

Workshop participants urged governments' world over to help in the fight against poachers as it was the only way the issue of orphaned chimpanzees would be controlled.

Mountain Gorillas in Bwindi Impenetrable Forest reach 340

By Baluku Geoffrey
Kampala, Uganda

The number of the endangered Mountain Gorillas in the famed Bwindi Forest - Uganda has shot up from 300 in 1997 to 340 according to results that were carried out last year.

Mr. Moses Mapesa, the Executive Director Uganda Wild life Authority (UWA) says that the 12% growth in numbers is a clear indication that wildlife conservation programs being implemented in Bwindi Forest National park continue to produce positive results. He further notes that the total population of mountain gorillas in the world stands at about 720 with half that number in Uganda alone.

According to the census carried out between April and June 2006, Bwindi Impenetrable National Park now has a total of 30 gorilla groups up from 28 in 1997 with the numbers in each group varying between 3 and 28. The census which was supported by several conservation groups also found 11 solitary males which are not yet attached to a particular family.

The census found that the percentage proportion of groups with several males (multimale) fell from 45% in the 1997 and 2002 censuses to 23% in the 2006 census. According to a UWA press statement; this represents a normal fluctuation in the dynamics of gorilla groups.

Of the 30 groups, five are habituated of which four are utilised for tourism while one is used for research. The five habituated gorilla groups have a total of 76 gorillas constituting 23% of the total gorilla population in Bwindi Impenetrable National Park. Because of the increase in the gorilla population, UWA has started a habituation process for two more groups in Rushega and Ruhija in abid to boost Tourism revenue and satisfy the increasing public demand for gorilla tracking.

According to the researchers- "overall, the gorilla population has been increasing at an approximate annual growth rate of 1%, which is indicative of a healthy and well protected population".

Mapesa adds that the population contains a sufficient number of adult breeding females, as well as a sufficient number of adult breeding females, as well as a large proportion of immature individuals who will become breeding individuals in the near future.

Uganda's Star Attraction - Gorilla gorilla beringei

By Baluku Geoffrey

Kampala, Uganda

Gorillas, chimpanzees, orangutans and humans all belong to the order primates. Humans share 98.4% of their genetic material with gorillas and 98.8% with chimpanzees. Gorillas; the largest of the great Apes are divided into three subspecies that include the western lowland gorillas (Gorilla gorilla gorilla) and the eastern lowland gorillas (Gorilla gorilla graueri). The eastern and western lowland gorillas were identified for science in 1847 and 1877 respectively.

The third sub specie – the Mountain Gorilla (Gorilla gorilla beringei) was identified for science purposes in the year 1903 and has gone on to become Uganda’s star attraction. Mountain gorillas are physically distinct from lowland gorillas. They are larger, have much hair, a short trunk, a broad chest / shoulders and also have a longer / slightly different nose shape.

They are born small, covered with black hair and usually weigh about 2.3 kilograms. Gorillas develop about as twice as human babies with the mature female mother also under going a gestation period of 9 months. They are unique species; as a gorilla with an infant may not have another baby up to four years – good family planning.

Male and female young gorillas between the ages of three and six are classed as juvenile. During this period, both the male and female gorillas have a black skin and thick black hair and usually weigh about 2.3 kilograms. They increase in size and weight at similar rates for the first six years. On reaching six years; most Mountain gorillas weigh about 68 kilograms and are usually about 4 feet tall.

The female Mountain gorilla stop growing taller as they mature at around six years, this is as opposed to the male Mountain gorillas that continue growing both in size and weight past the age of six till they reach the ages of ten to eleven.

Between the ages of six and ten years, male gorillas have a black hair colour and are thus referred to as the Blackbucks. On reaching maturity which is usually between 10 and 12 years, the male Mountain Gorillas develop silvery grey hairs on their backs thereby being referred to as Silverbacks.

The Silverback usually leave their parental group at the age of 11 and then moves alone or in the company of other males for a few years before managing to attract females from other groups to him hence forming his own family. Silver back is a dominant male in a group of about 12 or more gorillas that usually include females, juveniles and other infants.

On a good day, you will find them chewing leaves, laughing and farting not only continuously but with a lot of contentment. They are diurnal (nomadic), sleeping each night in a fresh nest built from leaves and branches. Mountain gorillas are primarily vegetarian with their menu comprising bamboo, nettles and gallium being some of their favorite.

They occasionally also eat safari ants which are scooped in huge handfuls to stuff into the mouth until the safari ant bites over power them. Gorillas spend most of their time traveling and foraging in search of food since plants and trees change with seasons.

Gorillas communicate through vocalizations. Twenty five distinct vocalizations have so far been recognized with each one having its own particular meaning. As an element of their socialization, they communicate through howls, grunts, barks and hoots. Screams and roars signal alarm or warning and are often produced by silverbacks. They also communicate by beating on their chests or on the ground. This is done to show stature, prevent a fight or even scare off opponents. However, even the infants beat their chests as a kind of displacement activity during play perhaps just to copy their elders.

Mountain gorilla life is peaceful and quite. It is from this that they have come to be called Africa’s Gentle Giants.

These gentle giants are found in the areas of Parc des Volcans – Rwanda and Virunga National Park in the Democratic Republic of Congo (DRC) while in Uganda, they are confined to Mgahinga Gorilla National Park and Bwindi “impenetrable” Forest National park.

Bwindi “impenetrable” Forest National park is situated in south western Uganda on the edge of western rift valley (Albertine rift) and is shared by Kanungu, Kabale and Kisoro districts. It is 331 square kilometers in size; on an altitude range of 1,160 metres (Ishasha gorge) to 2607 metres (Rwamanyonyi peak).

According to the census carried out between April and June 2006, Bwindi Impenetrable National Park now has a total of 30 gorilla groups. Of the 30 groups, five are habituated of which four are utilized for tourism while one is used for research. The total number of gorillas in Bwindi is 340 which is almost over half of the total estimated 720 Mountain gorillas in the world. The park was gazzetted in 1992 as a National park and is now a UNESCO world heritage site.

It is now on record that Gorilla trekking provides over 50% of tourism revenue for Uganda thus being a strong reason for their protection.

Currently, even with the conservation efforts being implemented so as to protect Africa’s Gentle Giants – the Mountain Gorillas, several media reports continue indicating that these species are on the decline. A case in point is a BBC report (September 2007) whhere it was reported that “Gorillas head race to extinction”. The reasoning was that in light of the massive movement of people in the region and growing “insecurity” in the virunga area could be among the causes of the death of 9 mountain gorillas that have been killed from the start of this year.

Uncertainty continues over who kills them and a mystery remains in the hearts of conservationists as to why it’s done. There is an urgent need for conservationists and the governments of Uganda, Rwanda and DRC to explore the missing gaps so as to save these endangered animals.

Channel "Bonna Baggagawale" Cash Through AUSMETHO

By Baluku Geoffrey
Kampala – Uganda

Uganda by common consent of travelers continues to be one of the most beautiful countries in the world. The country not only has a great diversity and profusion of wildlife species but it has also had 22 years of dramatic tourism growth. It has been voted Number one birding destination in Africa, and is home to the highest number of the remaining world Mountain Gorillas.

The tourism industry is labour intensive and employs a high proportion of women and young people in the country side. Development of this industry is a challenge that needs to be addressed by effective private-public partnerships.

According to an Asian proverb; "tourism is like a fire, you can cook your meal with it or it can burn your house down".

At the official launch of the Association of Uganda Small and Medium Scale Enterprises in Tourism and Hospitality (AUSMETHO); the Minister of state for Trade Hon Nelson Gagawala Wambuzi said that the creation of this association was indeed in synergy with governments quest to promote local and foreign investments in tourism so that this important sector would become a key means of poverty eradication.

AUSMETHO is a membership non governmental organization that was established to promote formation of public-private partnerships with key stake holders of the tourism industry in harmony with Small and Medium Enterprises challenges. This association not only brings together all the small and medium scale enterprises in tourism and hospitality in Uganda but also aims at promoting and setting standards of services among its members.

According to Hon Gagawala, the government of Uganda has continually demonstrated its support to revitalization of the tourism industry and empowerment of local governments and communities in a bid to manage and benefit from sustainable use of natural resources.

The Minster also noted that it was good to see AUSMETHO going ahead to bring together the small and medium enterprises that make up a big part of Uganda's tourism industry. The enterprises under consideration range from micro, small and medium scale business that include lodges, bars, pubs, restaurants , handicraft makers, curio shops , hotels publishers to mention but a few.

Tourism as we all know is built on natural and cultural resources which are usually among the few assets owned by the poor. Gaggawala further noted that the activities of village craft makers, small curio shops, restaurants, lodges, small bars and hotels are all areas for poverty eradication and ultimate development of our country.

AUSMETHO has come at an opportune time when the tourism industry demands standards, professional services at all levels of service, poverty eradication in our communities, domestic tourism development and sustainability coupled with entrepreneurial skills.

However, it should be noted that most SME's in tourism and hospitality face a number of challenges that include; high cost of finance and constrained access to credit, lack of start up business, poor entrepreneurship and inadequate skills, in adequate opportunities to support technological transfer and low lobbying and bargaining capacity.

Realising that the firms in this segment face the afore mentioned challenges coupled with a high death rate, there is need for government to channel the "Bonna Baggagawale" funds through AUSMETHO.

With over 85% of the workforce in Uganda's tourism sector being employed by the Small and Medium Enterprises characterized by the emerging competitive tourism products, such as tree climbing, butterfly watching, cultural tourism, bird watching, water related activities, the Fund will be envisaged for success in poverty eradication.

Tourism: Time to re brand Uganda

By Geoffrey Baluku

Kampala – Uganda

IN 2007, almost 642,000 tourists visited Uganda compared to 540,000 in 2006. This number is considered the highest Uganda has ever experienced and thus represents an increase of almost 19% over the year before.

Tourism brought $449m into the economy in 2007 compared to $375m in 2006. It is presumed that over all each visitor to Uganda spends about $750 per visit thus the tourism industry’s contribution to the GDP has increased from 1.98% in 2006 to 2.33 % in 2007.

This is an indication that the tourism industry is not only continuing to grow but is also now recognized at the highest level for its significant impact on the Ugandan economy albeit the under-funding.

It is common knowledge that every visitor to Uganda who has a good experience in the country will attract five more to visit. But every visitor who gets a bad experience will discourage 10 people from visiting the country. Thus to attract visitors and keep them coming back, Uganda’s tourism industry must live to its reputation of variety and value as enshrined in its slogan, “The Pearl of Africa”.

The tourism product is more or less a dream. Thus the capability of tourism businesses to deliver what they promise and in a bid to satisfy customer expectations depends upon sound management practices. These can be achieved if we built on our brand name and collectively owned it.

At the moment Uganda has an uncoordinated and fragmented brand identity. Some are now referring to Uganda as “Africa’s friendliest Country” others “Gifted by Nature” while others refer to Uganda as” The Pearl of Africa" which to most of us still stands out from the new coined slogans.

We cannot say that we exclusively own brands such as “Gifted by Nature” or “Africa’s friendliest Country”.

Several countries the world over are friendly and gifted by nature. And in any case this brand “Gifted by Nature” leaves us at risk of losing our most treasured cultures as opposed to a brand name like “The Pearl of Africa” which is all-embracing.

At one of the stakeholders’ meetings called by the Ministry of Tourism to enlighten us on the importance of embracing MICE, the former state minister for tourism Hon. Jovino Akaki, asked if our country should be marketed as “The Pearl of Africa” or “Gifted by Nature”. Which is which? To answer the above, those who came preferred “Gifted by Nature” made one mistake!

They did not do an audit of the brand “The Pearl of Africa”, thus leading to the current confusion. Those who coined the slogan “Gifted by Nature”, did they also plan to change the national anthem? When you listen to the national anthem, the writer must have had “Pearl of Africa” at the back of his mind.

Marketers’ know that a good brand will surely project Uganda’s strengths while recognizing its weaknesses. I strongly feel that re-branding to our original slogan “The Pearl of Africa” will enable us re-position ourselves well on the international market.

However, this will necessitate the government to lead the way in the re-branding process. We all know that media organizations world over can not create a good brand for our country. They always seem to be more interested in “bad news” such as civil strife and disasters. If Ugandans can recall; late last year we hosted the Commonwealth Heads of Government Meeting (CHOGM). The presence of top media organizations was an opportunity for our country to be known globally.

However, when the top media houses (Sky News, CNN) and many others reached here, they headed north and east and started covering the floods and lifestyles of the people in the internally displaced people’s camps! If my memory serves me well, Al Jazeera is one of the few that briefly showcased the CHOGM event.

Focused marketers/planners would have “forced” or given free offers to these top media houses to visit our marvelous nationals parks and cultural sites. To my dismay, the organizers were busy dining with them instead of exploiting the opportunities at hand.

There were good organizing committees having lots of money to spend without prioritizing the expenses. For political mileage, yes CHOGM was a success. But I have reservations to the overall benefit of the event to the tourism industry in Uganda.

In light of the above, there is need for the government of Uganda to re-invest in its brand as well as management and promotion of that brand. Government will need to create a public-private sector partnership if this is to be achieved.

Tour operators, hoteliers, and other small and medium scale tourism enterprises must be involved as this will enable everyone to own the brand thereby naturally promoting it.

What we are having at the moment is those few that are for “Gifted by Nature” while the majority still believe the best brand is “The Pearl of Africa”. We will also need to do more than re-branding if we are to capture the international market.

Any serious government will have to reconsider having a national carrier. Look at successful tourist destinations in Africa. Airline brands complement national brands. For instance Kenya is supplemented by the ‘pride of Africa’ inscribed on all Kenya airways flights; Air Tanzania, ‘the wings of Kilimanjaro’ to mention but a few.

However, now that the tourism bill was passed by parliament and due to be enacted into law, we need to start by restructuring UTB (now re- branded as Tourism Uganda).

As the marketing organ for Uganda’s tourism; emphasis should be on creating/ strengthening the research department. More so, realizing that we are now in a “global village” with the internet as the main mode of communication and marketing; there is need to employ few but well paid staff that not only have knowledge in global tourism trends but also some training/ knowledge in information technology.

This industry is now more of website-based thus marketing through this mode is the most ideal option.

As we reposition ourselves, we also need to ask some questions:

* Which markets are we organizing ourselves to win?

* How do we target them?

* Where will the guests /tourists stay when they visit our national parks?

My focus for now will be on the last question. Most of our national parks are now exclusively operated by a few individuals with lodges. Matters are even made worse by the management agreements Uganda Wildlife Authority has signed with these ‘investors’.

Agreements for exclusivity have been signed covering not only big chunks of the park land but also stretching over periods of over 20 years! If we are to all benefit from our resources, there needs to be equitable use of these resources.

The Government not only needs to increase funding to Tourism Uganda (Formerly UTB) but it should also strengthen the boards’ research department as this will help us understand visitor needs, perceptions as well as obstacles as we plan to market.