Tourism promoters reject Uganda’s “Gifted By Nature” brand

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The Gifted by Nature brand has been rejected by private tourism promoters, the Uganda Tourist Board marketing and public relations manager, Edwin Muzahura, has said.

The government uses the brand to promote the country, especially in Europe and America. Muzahura said the private sector was in favor of the Pearl of Africa brand, which was marketed at the recently concluded International Tourism Bourse exhibition in Berlin, Germany.

“Since our private sector partners rejected it, it shall be reviewed, but we shall also continue to market the Pearl of Africa brand with “Uganda, the Hidden Treasure” as its tagline.”

However, the tourism minister Serapio Rukundo said in an interview that the Pearl of Africa brand was under the Gifted by Nature brand. Most industry players say the Gifted by Nature brand was not selling, arguing that every country was naturally gifted.

Promoting the Pearl of Africa brand may compromise the government policy of promoting the Gifted by Nature brand adopted just before the Commonwealth Heads of Government Meeting (CHOGM) held in Kampala in November 2007.

The trade ministry told MPs last year the Gifted by Nature brand would be put on all Ugandan products. Prior to CHOGM, the government spent $1m promoting the country on CNN using the brand.