Uganda Tourism Board awards new representation contracts to AVIAREPS

30 March 2021

AVIAREPS to provide destination representation and consultancy services in the UK, Ireland & German-speaking Europe (DACH)

The Uganda Tourism Board (UTB) has chosen AVIAREPS for market destination representation and consulting in the United Kingdom and Ireland, as well as in Germany, Austria and Switzerland (the DACH region). The dedicated teams of tourism experts will provide UTB a full range of sales, marketing and public relations services to grow visitor numbers, duration and spend from travelers to Uganda.

Dubbed the “The Pearl of Africa” by Winston Churchill due to its fertile landscape and abundant wildlife, Uganda is a great destination for families and adventure seekers, as well as those interested in educational or historical trips. The African oasis boasts a growing economy and rich culture, recently ranking in the World Trade Organization’s (WTO) top 10 most promising destinations. The country’s unique approach to tourism and its 2030 Agenda has already helped improve the livelihoods of many of its rural citizens through community tourism, helped support conservation efforts for its mountain gorilla population and protected the region’s environment through sustainable growth.

Lilly Ajarova, CEO of UTB:

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“We are delighted to finally have a partner to support our efforts in promoting Uganda in what are our key markets of the UK, Ireland and the DACH region. We trust that with AVIAREPS’ expertise and long term dedication of promoting destinations, Uganda’s gifts of tourism and sustainable growth will be seen, heard and felt in these markets and beyond. The Pearl of Africa awaits.”

Thomas Drechsler, COO Tourism, AVIAREPS:

“We’re honored that the Uganda Tourism Board has entrusted us to represent them in new markets. We’re looking forward to utilizing our local knowledge and strong trade connections to bring ‘the Pearl of Africa’ to more travelers around the world, while promoting the UTB’s vision of safety, sustainability and environmental protection.”

The newly signed contracts in the UK, Ireland and the DACH region add to the existing representation AVIAREPS provides for the UTB in Japan and the United Arab Emirates.

About The Uganda Tourism Board

The Uganda Tourism Board (UTB) is the official Government destination market organization with the responsibility to promote and market Uganda as the preferred tourism destination in Africa. In this UTB works with other government agencies and the private business operators in the tourism sector. UTB does not run private tours, but represents the tourism industry players and promotes all for the public benefit.

UTB regulates both the travel and tour businesses, and the commercial accommodations in Uganda. It is tasked with the inspection of all tourist services and facilities in order to ensure conformity with international standards.

The functions of the Uganda Tourism Board include but are not limited to:

  • - To formulate, in cooperation and in consultation with the private sector and relevant entities, a marketing strategy for tourism in Uganda.
  • - To implement the marketing strategy and to promote Uganda as an attractive and sustainable tourist destination.
  • - To encourage and promote domestic tourism within Uganda.
  • - To encourage investment in the tourism sector and wherever possible, to direct such investment to the less developed tourism areas.
  • - To promote and sponsor educational programs and training in the tourism sector including schools, in consultation and cooperation with appropriate entities.

Download the Uganda Tourism Act 2008_act_2008 for more information. For more information, please visit:


AVIAREPS is the world’s leading international representation, marketing and communications company for aviation, tourism, hospitality, and food and beverage brands. Founded in Germany in 1994 with the ambition to help clients to step into global markets, the company’s global network now expands around the world to six continents.

The AVIAREPS service portfolio includes extensive expertise in representation and sales, marketing and communications, business development, IT solutions and financial services. In addition to their well-established General Sales Agent (GSA) services and tourism marketing representation, AVIAREPS provides more than 250 clients with support in digital marketing, advertising, public relations, crisis communications, social media management, event coordination, sales, web design and more.

For more information on how AVIAREPS influences where and how travelers choose to spend their time and money, please visit

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