Uganda has registered an increase in the number of tourist arrivals from United States, United Kingdom and Germany due to the Public Relations Firms contracted by government in the three countries to market Uganda.
In 2016, government hired PHG Consulting based in USA, Kamageo of UK and KPRN of Germany. PHG was supposed to tap into the North American market, Kamageo in the UK and Ireland market while KPRN targets Germany, Switzerland and Australia.
Government paid each of the firms USD 500,000 in the first year before their contracts were renewed early this year. Uganda has so far spent Shillings 6.4billion Shillings to market Uganda through the three PR firms.
The Assistant Executive Director Uganda Tourism Board, John Ssempebwa, says the use of the public relations firms has started paying off.
//Cue in: “Before we hired…”
Cue out: “…40% from Germany”//
Ssempebwa defended the use of the PR firms, saying it is an effective strategy since they are trusted by potential tourists in those countries.
//Cue in: “When you saw…”
Cue out:…where we stand”//
Ssempebwa says they expect to spend less in the next years but reap more returns because they have mastered the art of monitoring the firms.
//Cue in: “In each market…”
Cue out:…us higher value”//
The Tourism, Wildlife and Antiquities Minister, Professor Ephraim Kamuntu, says government plans to hire more PR firms this time in the Gulf States, China and Japan to further market Uganda. The process to procure the firms is already on going.
Without giving details, Prof. Kamuntu, said president Museveni will visit China soon as part of the drive to market Uganda. Tourism revenue stands at USD 1.45M, which is about 10% of Uganda's Gross Domestic Product-GDP.