Uganda President Yoweri Museveni in a massive scale to boost tourism into the country has taken a major initiative. The country has endorsed three PR and Marketing firms PHG Consulting, Kamageo and KPRN, at a total cost of $1.5 million a year. These three PR and marketing firms will represent, promote and seek tourism investment on behalf of Uganda in North America, UK and Ireland, and other German speaking markets.
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Stephen Asiimwe, CEO, Uganda Tourism Board (UTB), stated his belief in a statement that the work of these three PR and marketing firms will directly impact on development and employment in Uganda.
According to the Uganda Tourism Board (UTB), the three PR and marketing firms have been chosen through an international competitive bidding process. This bidding process is managed and funded by the World Bank through the Competitiveness and Enterprise Development Project (CEDP), coordinated by the Private Sector Foundation Uganda (PSFU).
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The five year project will be implemented by seven agencies and the project comprises of four major components. The government of Uganda will receive the support of the project in promoting tourism products and services to key source markets of North America (USA and Canada), UK and Ireland; and Germany speaking Europe (Germany, Austria and Switzerland).
UTB in a press release has stated that, “This is to be achieved by providing strategic marketing, sales representation and public relations services in North America (USA and Canada), UK and Ireland; and Germany speaking Europe (Germany, Austria and Switzerland). This is to increase tourism arrivals and length of stay in the country and overall spend.”
Under this arrangement, the Uganda Tourism Board is using part of this support to engage public relations and marketing firms to provide strategic marketing, sales representation, and public relations services in the above mentioned key source markets. The purpose is to popularise Uganda’s existing and new tourism products and services in order to increase their visibility and attract more tourists.
Uganda Tourism Board CEO Stephen Asiimwe said that, “In 2015, the direct contribution of Travel & Tourism to GDP was UGX 2,982.1 bn (3.7% of GDP). This is forecast to rise by 0.7% to UGX 3,002.7 bn in 2016.”