The brand identity — Explore Uganda, The Pearl of Africa, was unveiled in January, by the country's president, H.E Yoweri Kaguta Museveni in Kampala,

Uganda’s capital city. The Brand was developed by Uganda Tourism Board (UTB), Uganda’s tourism marketing and regulatory agency.

The Uganda Tourism Board CEO, Lilly Ajarova and her deputy, Bradford Ochieng; and the board chairman, Daudi Migereko together with board members, hosted the unveiling, held at the Kololo Ceremonial Grounds.

 Explaining the new brand promise, Ajarova, said that the new brand promise seeks to reemphasise Uganda’s rare and precious range of tourism attractions to the world, thereby earning destination Uganda competitive market share.