Uganda Tourism Board

Situation

Once positioned as a “once-in-a-lifetime” trip, the African continent has become more accessible and attainable than ever before. The African tourism landscape has become quite competitive, and the high-spending North American tourist is exceptionally important to nearly every destination. To set Uganda apart, the Uganda Tourism Board asked PHG Consulting to develop and implement a long-term strategic plan that builds awareness of Uganda among media, travel trade, and consumers in North America.

Approach

  • Create and implement a strategic integrated marketing plan to drive arrivals, length of stay, and spend from the North American market  
  • Position Uganda as a multi-faceted, must-visit safari destination offering the bucket list experience of gorilla trekking and so much more in the areas of wildlife, national parks, culture, adventure, conservation, and sustainable tourism  
  • Differentiate Uganda from competing African destinations by focusing on its status as being relatively “undiscovered”, free from crowds, and offering significant value for the cost
  • Generate significant and sustainable brand awareness for Uganda among media, travel trade, and consumers in North America

Our Solution

  • Utilized research to assess the state of the tourism industry to identify strengths, weaknesses and growth opportunities that guided the development of the following tactics:
    • Facilitated familiarization programs for top travel trade and media
    • Held in-country educational sessions with tour operators and stakeholders, educating them on how to work with PHG Consulting to maximize sales and media opportunities in North America
    • Educated North American travel agents, tour operators, and media on Uganda via intimate media events, deskside meetings, webinars, and trade and consumer shows
    • Connected receptive tour operators in Uganda with appropriate North American partners to develop new product 
    • Distributed bi-monthly email newsletters to the travel trade featuring news and information on Uganda tourism offerings
    • Engaged in ongoing proactive, and reactive media outreach

Results

  • Grew the number of North American travel packages including Uganda by more than 140 percent (over 450 new Uganda itineraries)
  • Successfully assisted local receptive operators in creating new product tailor-made for the North American market
  • Secured nearly 80 North American tour operators to begin selling Uganda product
  • Secured 1,813 positive articles about Uganda, with a reach of more than 1.3 billion and an advertising value of more than US$47 million, for a return on investment of 67:1 ​​​​​​​​​​​​​​

Our Work

Videos

Services Provided to Uganda

Travel Trade Representation & Outreach
We help our clients build relationships with tour operators, travel agents, travel trade, and other business-to-business groups that increase awareness of their destination and drive more arrivals.
Tourism Product Development
We analyze and evaluate existing tourism product, identify appropriate and profitable segments, and respond to market challenges by recommending enhancements to improve the customers’ experience before, during, and after their trip.
PR & Media Relations
Public Relations and media outreach are essential to increasing awareness and influencing actions that will ultimately result in increased business. We leverage our rich, long-term media relationships with key contacts across the globe to secure high-impact editorial exposure on local, national, and international levels, ultimately driving sales and brand awareness.
Social Media
Our integrated, multi-faceted social media approach creates awareness, engagement, and loyalty for your destination or hotel while building a virtual community across platforms.
Training Solutions
Our accredited training team offers professional development services in hospitality and destination management, hotel revenue and distribution, and group sales. We create and deliver custom workshops, classes, and extended courses for a broad range of audiences and topics.
Marketing Campaigns & Advertising
An integrated marketing campaign that incorporates both traditional and digital channels will keep your company or organization in focus. We design strategic marketing and advertising plans, gather and create image and content components, and implement and track placements to ensure success.
Events
Our team creates innovative trade, media, and consumer events, handling all of the details from start to finish.

How May We Help You?