In a bid to position Uganda as a preferred tourist destination in East Africa, the Uganda Tourism Board (UTB) participated in this year’s Karibu-Kilifair at Magereza Grounds in Arusha, Tanzania, from June 3 to 5.

Karibu-Kilifair attracted over 400 exhibitors from over 15 African countries, over 500 international and regional travel agents, hosted buyers from over 30 countries and an expected attendance of over 8 000 trade visitors. 

The fair is an important platform to further communicate Uganda’s unique tourism value proposition for increased arrivals from the region.

Whereas Karibu-Kilifair is a private-sector organised event, the East African Community (EAC) Secretariat in collaboration with the Partner States will leverage on the opportunity accorded by the fair for the promotion of the East African region.

Ahead of the event, the representatives of the six EAC member states participated in the refinement of the East African Tourism Marketing Strategy 2021-2025 to promote East Africa as single tourism destination in the global tourism landscape.

Uganda’s participation in this year’s fair is part of the synergies by UTB to position the country as a preferred tourist destination within the regional source market but also to leverage on the opportunity to create awareness for Explore Uganda – The Pearl of Africa, a destination brand launched by President Yoweri Museveni in January.

“The East Africa region is an important source market for Uganda’s tourism. As part of our strategy, UTB will work with regional tourism stakeholders to increase the awareness of our destination through platforms such as Karibu-Kilifair in the region,” said Lilly Ajarova, UTB CEO.