Lilly Ajarova, the CEO of the Uganda Tourism Board, visited New York last week in preparation of Uganda’s rolling out of a rebranding campaign.

The slogan for the country will change from “Uganda, the Pearl of Africa” to “Exploring Uganda, the Pearl of Africa.”

It’s only one word changed, but as Mark Twain said, the difference of one word can be like the difference between lightning and a lightning bug.

More important than the change of slogan, the tourism department is changing its idea of how to market itself and to whom.

“We’ve been able to define who our audience is,” Lilly Ajarova told me. “We are looking for travelers, not just tourists, people who are more responsible, more mindful, and travel in a responsible way, as opposed to Read the rest of this entry »