In August 2025, the Uganda Tourism Board (UTB) and Nation Media Group (NMG) launched a groundbreaking content and marketing collaboration. The synergy aims to elevate Uganda’s profile as the “Pearl of Africa,” tell compelling stories of adventure and culture, and maximize reach across East Africa, the continent, and beyond.
Key Partnership Aspects
Integrated Campaigns: Coordinated editorial features, joint campaigns, and tourism storytelling across NMG’s widely consumed platforms like NTV, Daily Monitor, and The EastAfrican.
Content Development: Detailed coverage of Uganda’s signature attractions, gorilla trekking, adventure travel, birding safaris, and culinary journeys, boosts digital and traditional search engine visibility.
Specialized Tourism Journalism: Commitment to developing expert narratives and influencer-content that inspire, inform, and convert global travelers.
Positive Outcomes: Enhanced coverage led to spikes in “Visit Uganda,” “Uganda Safaris,” and “African Wildlife Adventure” search traffic, improving tourist conversion rates.
Industry Endorsements
Susan Nsibirwa (NMG) highlighted the importance of reshaping perceptions about Uganda, declaring that “our mission is to impact communities; supporting Uganda’s tourism ambitions aligns perfectly.” UTB CEO Juliana Kagwa celebrated the partnership, saying, “NMG’s regional reach is pivotal in amplifying Uganda’s tourism narrative”.
Discover Uganda’s story with Nile Abenteuer Safaris, featured travel partner of the Pearl of Africa. Dive into our celebrity-endorsed, media-highlighted journeys and see why Uganda’s beauty is now trending across every major tourism platform.