UPDF Warning On ADF Threat Costing Uganda Shs.5bn To Clear The Image On An International Level.

The Uganda Tourism Board (UTB) has requested for Shs5Bn to engage international media to counter the threat posed to Uganda's tourism sector, following the pronouncement by UPDF that the ADF rebels had infiltrated into Uganda, intending to carry out revenge attacks. UTB said that tourists have already started canceling their bookings following these reports.

Earlier this week Col Deo Akiiki, Deputy Defence Spokesperson, briefed the media and released a press statement to the public on the infiltration of elements of the Allied Democratic Forces into the country.

“So now, we have to counter that and that means, from that press release we are going to get more negative travel advisories that will come up, so we must be able to counter that by bringing more international media people who can be able to verify that it is safe and then they can report back,” added Ajorova.

Lilly Ajorova, the chief executive officer of the Uganda Tourism Board (UTB) is now urging the Parliamentary Committee on Tourism to ensure that all the shs5 billion required to engage the international media in promoting and clearing Uganda's tourism image is appropriate in UTB's 2024/2025 national budget adding that the sh2.2bn approved for this item is very little.

To encounter the negative image, Uganda needs a brand to position the destination favorably in the minds of potential tourists because Uganda is the only East African Country without a recognized brand, and the recently launched the Pearl of Africa brand intended to awaken the feeling of patriotism but also to instill the urgency to promote the Uganda destination positively. said Ajorova.