Uganda shines at the World Travel Market

By Baluku Geoffrey
London, UK

Uganda once again reaffirmed itself as East Africa’s number one tourist destination at this year’s World Travel Market (WTM) exhibition held at Excel London from 10 – 13^th November 2008.

From a survey conducted from the thousands of guests who visited the Ugandan stand, it was noted that Uganda was once again the most sought after destination in East Africa albeit the continuous under funding to Tourism Uganda.

Uganda’s success has come a long way. Efforts to make this years show a success started in Kampala where Uganda Tourist Board on realizing its constraints decided to sign a memorandum of understanding with the Association of Uganda Tour Operators (AUTO), Civil Aviation Authority and Uganda Wildlife Authority (UWA) to market Uganda.

This was followed by a pre WTM event cocktail at Metro pole Hotel – Kampala on 28^th September 2008 where AUTO

presented a cheque of US$10,000 to the WTM 2008 organizing committee.

L - R Chairman AUTO - Mr. Henry Oketcho and Mr. Edwin Muzahura - Marketing Manager UTB.

Another cocktail meant for suppliers was held at Eclipse Restaurant in London. For the first time Uganda had a storeyed stand and all participants from Uganda showed unity in purpose.

The several wholesalers who visited the Ugandan stand noted that over the past few years Uganda had become a “stand alone” destination. In the past many international and regional tour operators offered Uganda as “an add on” extension to Kenya and Tanzania. However, now there is such a great demand by consumers to spend their entire time in Uganda as it is emerging as a long haul destination especially for specialty tours. As tourists at all price levels become more sophisticated in the global market, value in addition to price becomes a critical element in the decision to visit one destination rather than another.

Also to note is the fact that international tourism and its markets are facing un precedented change as a result of rapidly evolving technologies, the credit crunch and exchange rates that are now leading holiday makers to shun expensive foreign holidays.

Research from insurance specialist Tower Gate Bakers reveals, 65% of Britons will be switching to cheaper holidays over the next 12 months so as to beat the crunch. The credit crunch is an indicator that the development of Tourism will continue to be driven by the attitudes of consumers in the source markets.

With the economic situation worsening, 2009 actually represents a golden opportunity for Uganda to strengthen Uganda Tourist Board through implementation of the Tourism Act that was passed earlier this year.

Considering that Uganda is competing on the world market with the sole aim of penetrating it, it is necessary for emphasis to be put on quality products at competitive prices but most of all to offer the unique products with a Ugandan approach.

Government full support is also needed to further promote Uganda’s unique features at the up coming exhibitions in Germany, Spain, Russia, Japan, South Africa and also to explore the United States of America. This will enable Uganda to claim its rightful position as the most rewarding destination in East Africa.

When we challenge the impossible in life, we most often get the best possible.

The critical factor for Uganda’s success at this years show is accountability as every thing else flows from that. Uganda Tourist Board (Tourism Uganda) is yet to call members for a post WTM meeting where a full report on accountability and future marketing plans will be unveiled.

New kenya Marketing Plans to be unveiled at WTM 2008

Trek East Africa Reporter

Early next week at Excel, London the Kenya Tourist Board will be unveiling their exciting plans for repositioning Kenya as a quality destination. This will be during the 2008 World Travel Market where Kenya’s Minister for Tourism and Information, will reveal full details of these new initiatives to CNN producer John Bell.

The initiatives include a new and exciting advertising campaign, the building of expert marketing teams both at home and abroad, the launch of a spectacular website, a professional tourism survey and the development of niche products to complement the traditional coast and safari experience.

The creative presentation of Kenya has been reflected in the destination materials developed for a full advertising campaign to reposition and re-brand the destination. The campaign includes an exciting new logo and slogan, an inter-active CD Rom, spectacular destination video, as well as new brochures and other promotional materials.

The Kenya destination website has also undergone a major upgrade in recognition of the increasing importance that the internet is taking as a medium of communication and a source of information, and ranks as one of the most vibrant, evocative and stimulating destination sites around the East African region.

Lately, a full marketing team of young and dynamic professionals have taken their place at the Kenya Tourist Board to enable the development and implementation of marketing plans.

They are backed up by an extensive network of newly appointed global market development representatives in Kenya’s key source markets of USA, and the wider Europe.

The role of these MDR’s is to support the repositioning and raise the profile of Kenya among trade and consumers. Emphasis will be on the quality and diversity of the product, and the potential to develop Kenya as the destination of choice for families and for a variety of hitherto untapped niche markets.

These are the component parts of Kenya’s tourism action plan, which will serve to illustrate both Kenya's vision and future direction. Also, to underline Kenya's firm commitment to the delivery of a really value-added destination, the active promotion of eco-tourism and the development of the kind of community projects that will protect Kenya's wildlife, conserve the environment and enrich the people for generations to come.