The Chief Executive Officer (CEO) of Uganda Tourism Board (UTB) Lilly Ajarova has firmly reassured
travelers about the safety of destination Uganda, stating that the country is entirely free from
any security threats.
Ajarova made these remarks while presenting before a group of media owners and their top
editors, an overview of Uganda’s tourism sector at Kyangabi Crater Resort, in Rubirizi district, a
few kilometers from Queen Elizabeth National Park.
This engagement was part of the editors’ familiarization trip aimed at showcasing Uganda’s vibrant wildlife, conservation efforts and strengthening the partnership between UTB and the media, to enhance
tourism coverage.
It was also intended to guide them on responsible tourism reporting and sustainable resource
management, highlighting the importance of these practices in maintaining Uganda’s natural
heritage.
During the trip, the team explored the diverse ecosystem of Queen Elizabeth National Park, with
a major emphasis on learning about the country’s conservation efforts and its unique tourist
offerings, which stands as a testament to Uganda’s rich biodiversity.
In her impassioned address, CEO Ajarova emphasized Uganda’s unique selling points,
particularly focusing on the safety and security of the destination.
“We are a very secure, safe country in the Great Lakes region,” She said, adding that Uganda
stands as one of the top ten most biodiverse countries globally. She highlighted the country’s
strategic location at the heart of Africa, making it an accessible and a desirable destination for
travelers.
On the diversity of the country’s tourist offerings, Ajarova said that Uganda is not only known for
its stunning landscapes and wildlife but also for its friendly and hospitable people, with a rich
cultural heritage.
“According to the UN reports, we are the happiest country in Africa, and globally, we are
considered one of the friendliest countries. If we develop our cultural tourism with enough
resources, it is one way by which we will reduce the pressure on wildlife” she noted.
The CEO also detailed the government’s strong commitment to tourism development, citing
Uganda’s inclusion among the ten fastest-growing destinations in the world, according to the
World Travel and Tourism Council survey of 2019.
She also pointed out the economic benefits of tourism, noting that one US dollar spent by a
foreign tourist generates an average of 2.5 dollars in economic activity, contributing significantly
to the nation’s export earnings and employment. Furthermore, Ajarova stressed the importance of improving infrastructure and communication networks to support tourism. “When we push for tourism roads, it is not only tourists who benefit; everyone in the country benefits from improved infrastructure,” she explained.
Also addressing the editors, the head of the Public Relations unit at UTB Gessa Simplicious,
said that UTB collaborates with other agencies like UWA, UPDF, and the Police, to perpetuate
proactive measures such as the deployment of high-tech drone rangers, increased security
patrols, and permanent military presence to ensure everyone’s safety in the national parks.
“There are some security personnel you cannot cite with your naked eye, so as I can say, the
country is safe, we are really safe,” He said. These editors expressed profound gratitude with UTB’s efforts of organizing what they termed “an extra-ordinary experiential tour” and vowed to work collaboratively with the agency to positively shape the image of destination Uganda.
The trip, which also focused on promoting Uganda’s image as a sustainable and inclusive
tourism destination, is expected to foster better understanding and reporting on tourism issues
among the media representatives.
Written by Mourice Muhoozi