Africa: UTB Trains Tour Operators on Marketing Uganda to China
The Uganda Tourism Board has trained Ugandan tour operators on how to market Destination Uganda to China.
The training which was held in partnership with the Preferred Hospitality Group (PHG) consulting firm, Uganda’s Market Destination Representative in China, was aimed at showcasing the opportunities and key focus areas that are existent in the Asian nation’s outbound travel audience.
According to Lilly Ajarova the UTB Chief Executive Director, the training will not only equip tourism stakeholders with knowledge on the needs of the Chinese tourism market, but also share valuable tips on how to gain a sizeable chunk of the rapid growth of the Chinese traveler.
“This training is one of the steps we are taking to inform our partners on the needs of the different tourism markets that we want to tap into. We want to share how we can tap into these existing opportunities while developing specific products that meet the needs of those particular clients” she said.
Tourism brings in valuable revenue for Uganda through the tourism value chain such as tour companies, hotels and accommodation facilities, restaurants, transporters and farmers.
In 2018 Uganda received 1.8 tourists and UTB has been tasked to grow it to 4m and also make sure that the country realizes at least 2.7b USD in term of foreign exchange earnings from the sector.
UTB is optimistic that China is one of the best tourism markets to tap into given that they are typically big spenders, who on average spend about 7000 dollars a day during their travels.
Daudi Migereko, the Chairman Board of Directors at UTB also addressed the tour operators at Golden Tulip Hotel saying that they equipped them to go out there and be good tourism ambassadors.
“You now know the needs of the Chinese when it comes to tourism. You therefore don’t have to wait till July when Uganda Airlines starts to function, begin today to outsource tourists from the different destinations, tell them about Uganda and interest them to come and explore the Pearl of Africa.” He said.
He also encouraged the tour operators to learn the Chinese language so as to communicate better with their clients given that it helps bridge the language barrier gap.
Catherine Mei, the PHG Sales Director said that it was a great undertaking for UTB and also revealed that the potential of the Chinese tourism market is very huge.
“last year alone, 500 Chinese travelled to Africa. As a consulting firm operating in China and across the world, our job is one; we have been assigned to advertise the Pearl of Africa’s beautiful destinations to China especially the rich culture, birding, gorilla tracking among others.”
UTB has already partnered with PHG to market Uganda in North America.
Source: Pamela Amia