More Tourists in 2008, though a decline is evident in 2009

By Baluku Geoffrey,

Kampala, Uganda

A total of 844,000 foreigners visited Uganda in 2008, representing a 32% increase over 2007. As a key contributor to Uganda’s GDP tourism accounted for 3.7% of the total. Despite this increase, it is clear that Uganda’s tourism industry is now facing difficult times as a result of the financial melt down.

The tourism industry is especially vulnerable to financial slow downs with consumers spending less on travel products and experiences in the short and medium terms. Expenditure on accommodation and Gorilla Permits, Uganda’s trump card has decreased drastically as visitors choose more affordable safari options.

There was growing optimism that Uganda would soon achieve the 1 million foreign visitor mark by 2012. However, with the current economic melt down experienced globally and domestically, the effect on Uganda’s tourism industry is likely to be worse.

The unstable fuel costs and fluctuating dollar rate means that long-haul tourism is on the decline, particularly for middle income tourists. This has already had an effect on Uganda’s tourism industry.

As long haul travel becomes increasingly unaffordable, the integration of the East African region is now paramount for the region to achieve its tourism targets. However, reasonable controls such as some degree of protection for the Ugandan tour operators should be taken into consideration as we go into the final stages of the East African re integration.

The drop in visitors from all major source markets including UK and USA is now evident. According to research firm Trip Advisor, 58% of UK consumers are likely to or have already been influenced by the economic down town when it comes to choosing a holiday this year.

Tour operators in Uganda must now guard, at all costs, against pricing itself out of the global market as this destination now competes, on affordability levels, with Kenya, Tanzania and Rwanda.

With the deepening of the global financial crisis and economic slowdown, there is a rise of new challenges ranging from safari cancellations to souring inflation rates now believed to have settled at 14.8%.

These challenges thus call for a cash injection so as to help in facilitating tourism research, marketing and work force issues for the better of Uganda’s Tourism industry.

Uganda targets 1million tourists by 2012

By Paul Tentena

UGANDA Tourism Board (UTB) has set a target of a million tourists by 2012, according to a top official.

William Byaruhanga, the board chairman, explained last week that this would be achieved by expanding the scope of products provided, and entice tourists to stay longer with attractive packages.

“We shall maximally tap our potential in the sector in terms of investment and arrivals,” Byaruhanga stated.

Byaruhanga said Uganda received 642,000 tourists last year but noted the need to improve the country’s presence and marketing initiatives across the globe.

“We intend to expand our activities within Europe and also target new markets like the US and Asia this year. The Ugandan stand design shall be consistently improved to be competitive at different exhibitions as we benchmark best practices internationally,” he stressed.

On the country’s staggering image abroad, Byaruhanga observed: “Branding and positioning takes a while regardless of our past history and it requires consistency and sufficient funding.
“International marketing requires huge sums of money to change our past image in the source markets and we shall get there with good marketing strategies.

“Every country has its history that is what distinguishes us as people. Germany gets millions of visitors annually regardless of Hitler’s activities in the past.”

Commenting on the issue of the “Gifted by Nature” brand and the “Pearl of Africa” tagline preferred by the private sector, Byaruhanga said “A brand is a perception or mindset. Therefore, the two brands can be pushed and used to compliment each other instead of cannibalising each other.

“Both brands have not been fully tested to come out with clear conclusions about usage mileage.

“However ‘Gifted by Nature’ stretches beyond tourism to other sectors like trade. A branding strategy has been finalised and is set to be rolled out, finances being a factor.

“Consultations have been ongoing to solve the differences of the two brands.”

Byaruhanga said Uganda will host four regional domestic tourism exhibitions in Uganda given the credit crunch in Europe, which is the major market.
“We shall also design family, corporate and individual packages that are affordable and attractive to our people.

“It should be noted that tourism is the fastest growing sector world wide at 8% and indeed in Uganda as well. Tourism has a perfect trickle down effect and can be key in fighting poverty hence the need to prioritise it.”

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.