‘Explore Uganda – The Pearl of Africa’ has won this year’s Grand Prix award at the International Tourism Film Festival (ITFF) Africa.
The film, debuted by Uganda Tourism Board (UTB), is an invitation for the world to realise the beauty of Uganda, the Pearl of Africa, which was the festival’s highlight.
At the Award Ceremony, UTB received the Gold Award for Tourist Destination Country in Africa, a Gold Award for Tourist Destination Country Internationally and the Grand Prix Award for Tourism destination country in Africa.
The film festival seeks to honour remarkable and innovative video content related to the tourism and travel industry.
Chief Executive Officer of UTB, Lilly Ajarova, said, “It is such an honour to receive these awards. This will add to our voice to continuously position Uganda as a destination of choice in Africa and Internationally.”
According to UTB, the film was part of Uganda’s rebranding strategy to increase arrivals at the destination global tourism recovers from the COVID-19 pandemic.
During his acceptance speech, Uganda Tourism State Minister, Hon. Martin Mugarra Bahinduka said, “I would like to thank all the judges for finding the film worthy of these awards. We are delighted to be associated with ITFFA and invite all of you to come and Explore the Pearl of Africa.”
The Minister was accompanied by Uganda’s Acting High Commissioner to South Africa, H. E Kintu Nyago, Commissioner of Tourism Development, Ms Rosemary Kobutagi and Ms Lilly Ajarova – UTB CEO.
The film was produced by LoukOut Films and directed by TBWA Uganda.
The tourism industry in Uganda remains the fastest-growing sector, earning the country over US$1.6 billion in 2019 and making up 7.7 per cent of the national GDP.