What Explore Uganda does

Explore Uganda is the official digital destination marketing platform of the Uganda Tourism Board (UTB), a government entity headquartered at 6th Floor, Block C, Lugogo House, Plot 42 Lugogo, Kampala. The platform was launched in June 2022 under the 'Pearl of Africa' positioning, a destination brand originating with Winston Churchill in 1908 and re-anchored at the Commonwealth Heads of Government Meeting (CHOGM) 2022 in Kigali, Rwanda. It serves international and domestic travelers planning trips to Uganda — including adventure, cultural, religious, and sports tourists — by aggregating destination guides, licensed operator directories, accommodation references, restaurants, event listings, entry requirements, and the exclusive online portal for booking gorilla trekking permits to Bwindi Impenetrable and Mgahinga Gorilla National Parks.

The product surface consists of three core components: the exploreuganda.com website (a content and SEO-driven trip planning hub covering 10 national parks, 12 wildlife reserves, adventure activities, cultural heritage, and religious sites), the Explore Uganda mobile application on Google Play and Apple App Store (with offline maps, real-time updates, and a licensed tour operator directory), and a dedicated gorilla permit booking portal at permits.exploreuganda.com. Supporting channels include a published blog cadence (articles on conservation, culture, adventure, and nightlife authored by named contributors such as Tessa Nyongarwizi), an active WhatsApp Channel, email newsletter subscription, and earned-media placements in outlets including National Geographic Traveller (UK). Operational partners include the Uganda Wildlife Authority (security in parks), the Uganda Peoples Defence Forces and Uganda Police (inter-agency safety patrols), the Uganda Tourism Association (private sector coordination), and the East African Community (regional joint marketing).

The business model is government-funded destination marketing rather than commercial monetization. The platform does not generate direct revenue; it operates as a demand-generation instrument that funnels visitors toward UTB-licensed tour operators, accommodation facilities, airlines, and tour guides. Associated monetization (visa fees such as the USD 50 single-entry tourist visa or USD 100 East African Tourist Visa, and gorilla permit fees) is collected by Uganda Immigration and park authorities rather than by Explore Uganda itself, and exact fee schedules for permits are governed by UWA rather than the platform. The Explore Uganda 'firm' metadata reports 251–500 employees, which appears to reflect the broader UTB workforce rather than a dedicated platform team, and there is no evidence of private capital, venture funding, or a commercial parent.

Name

Explore Uganda

Legal name

Uganda Tourism Board

Website

https://exploreuganda.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

251–500 employees

Short description

Explore Uganda is the government-operated digital destination marketing platform of the Uganda Tourism Board, providing travel guides, licensed operator and lodging directories, gorilla permit booking, and a mobile app to international and domestic tourists.

Ownership category

akta.pro rank

Product category

Destination Marketing and Tourism Promotion

NAICS

Travel Agencies (561510), Nature Parks and Other Similar Institutions (712190)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Permitting, Reservations & Visitor Information Services (Passes, Booking, Visitor Centers) (THAAAGAD)

akta.pro secondary industries

National Park & Protected Area Tours (THAJAIAA), Culture, Heritage & Arts Itinerary Planning (THAKAOAK), Recreation & Activity Services (Hiking, Boating, Climbing, Fishing—Guided/Authorized) (THAAAGAF), Rainforest & Jungle Ecotourism Tours (THAAAEAF)

Keywords

• Destination marketing
• Tourism promotion
• Travel planning
• Gorilla trekking permits
• Tour operator directory

Headquarters

HQ city

Kampala

HQ country

Uganda

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Marketing or Sales, Technology or R&D, Operations, Others

Revenue model

1. Tourism Promotion and Destination Marketing: Explore Uganda is an official digital marketing platform of the Uganda Tourism Board (UTB), a government entity. The platform itself does not generate direct revenue but serves as a demand-generation tool that directs tourists to licensed tour operators, accommodation facilities, airlines, and tourism service providers across Uganda.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Explore Uganda is the official destination marketing platform operated by the Uganda Tourism Board (UTB). It provides travelers with destination content, a tour operator and lodging directory, an online gorilla trekking permit booking portal, and a mobile application, directing visitors to UTB-licensed tour operators, accommodation facilities, airlines, and tour guides across Uganda.

Product overview

Explore Uganda is a destination marketing platform operated by the Uganda Tourism Board, serving as the official tourism portal for Uganda. The platform consists of a website (exploreuganda.com) and a mobile application (Explore Uganda App) that provide tourism information, booking capabilities, and travel planning resources for visitors to Uganda. The platform integrates with third-party services for bookings and features a gorilla permit booking system, tour operator directory, and comprehensive travel guides covering destinations, activities, accommodations, and events.

Differentiator

Problem solved

Functional benefit

Products and services

• Explore Uganda Website Official tourism website managed by the Uganda Tourism Board, providing destination guides, activity listings, accommodation references, restaurant directories, event calendars, and integration with the gorilla permit and licensed tour operator booking systems for international and domestic travelers planning trips to Uganda.
• Explore Uganda Mobile App Mobile application available on Google Play and Apple App Store that enables travelers to explore Uganda destinations, receive real-time updates, access a tour operator directory, and use offline navigation maps for trip planning on the go.
• Gorilla Permit Booking System Online portal enabling tour operators and visitors to apply for and manage gorilla trekking permit bookings for visits to Bwindi Impenetrable National Park and Mgahinga Gorilla National Park.
• Tour Operator Directory Curated directory of UTB-licensed tour operators, certified tour guides, and tour companies registered with the Uganda Tourism Board, helping travelers find authorized service providers for Uganda visits.

Quantifiable outcome

• 4th most visited destination globally (Bradt Guides, 2024)
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Six partnerships are on record, tiered core.

• Uganda Wildlife Authority (UWA)coreStrategic or Co-development Partner · 1 January 2024UWA collaborates with UTB, UPDF, and Police to ensure security and safety of visitors in national parks. UTB partners with UWA to promote Uganda's ten national parks and wildlife experiences, including gorilla trekking, wildlife safaris, and primate tracking. Proactive security measures include drone rangers, increased patrols, and permanent military presence in parks.
• Uganda High Commission in Kigali, RwandacoreStrategic or Co-development Partner · 19 June 2022Uganda Tourism Board partnered with the Uganda High Commission in Kigali to showcase Uganda's tourism potential during CHOGM 2022. The partnership hosted Uganda Night at the Chancery in Kacyiru and unveiled the new 'Pearl of Africa' destination brand to over 500,000 potential travelers. The Uganda tourism private sector participated in networking at the Street Festival, showcasing Uganda's cuisine, culture, and tourism products.
• Uganda Tourism AssociationcoreStrategic or Co-development Partner · 1 January 2022Uganda Tourism Association partnered with UTB during CHOGM 2022 to showcase Uganda's unique cuisine, culture, and tourism potential at the Street Festival event in Kigali, Rwanda. The Association represents the private sector stakeholders in Uganda's tourism industry.
• East African CommunitycoreStrategic or Co-development Partner · 1 January 2022The East African Community has developed a joint marketing strategy positioning East Africa as a single tourism destination. Member states are creating itineraries covering exclusive experiences across all six EAC countries. Travel in the region is enhanced by the East African Tourist Visa between Uganda, Kenya, and Rwanda, allowing multiple entries for tourism purposes.
• Uganda Peoples Defence Forces (UPDF)coreStrategic or Co-development PartnerUPDF provides permanent military presence and security patrols in national parks including Queen Elizabeth National Park and Murchison Falls National Park. Collaboration between UWA, UPDF, and Police supports visitor safety during the tourism high season (June to December).
• Uganda PolicecoreStrategic or Co-development PartnerUganda Police collaborates with UWA and UPDF on security patrols and visitor safety in and around national parks. The head of Public Relations at UTB, Gessa Simplicious, confirmed inter-agency collaboration for proactive safety measures.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tanzania Tourism Board: Government destination marketing organization for Tanzania, focused on safari and wildlife tourism (Serengeti, Kilimanjaro, Ngorongoro). Directly comparable structure and overlapping safari/wildlife market with Uganda's offerings such as Queen Elizabeth and Murchison Falls.
• Visit Rwanda (Rwanda Development Board): RDB's destination marketing platform competing head-to-head with Explore Uganda for gorilla trekking demand (Volcanoes National Park vs Bwindi/Mgahinga). Direct overlap in primate ecotourism and a shared East African tourism market make it the most strategically important peer.
• Magical Kenya (Kenya Tourism Board): The official government-backed destination marketing platform for Kenya. It is the closest direct peer — a national DMO with comparable structure (government-operated website, licensed operator directory, wildlife/safari focus) competing for the same international adventure-tourist segment.

Emerging players

• Intrepid Travel: A leading adventure and small-group tour operator that packages gorilla trekking and East African wildlife experiences. Comparable as an emerging commercial player that sells directly to international adventure tourists — a downstream beneficiary of Explore Uganda's marketing funnel.
• Wild Frontiers: Specialist adventure tour operator offering safaris and gorilla trekking across East and Southern Africa. Comparable as a commercial operator in the same niche that purchases demand driven by Uganda-focused destination marketing platforms.

Others

• Responsible Travel: A sustainable tourism marketplace connecting travelers to vetted local operators worldwide. Comparable as an adjacent ecosystem participant that intersects with Explore Uganda's licensed-operator model and channels sustainability-focused travelers to East African destinations.

Regional players

• African Wildlife Safaris: Tour operator specializing in East African safaris and primate trekking experiences. Comparable as a regional commercial operator that competes for the same international visitor segment targeted by Explore Uganda's licensed-operator directory.

Broad incumbents

• Tourism Authority of Thailand: Government tourism marketing organization with a comparable digital platform model and multi-channel GTM (website, mobile app, social channels). Comparable as a national DMO with similar functions (destination content, operator directory, permit-style services).
• Visit Dubai (Department of Tourism and Commerce Marketing): Government-operated destination marketing organization with a comparable digital platform model (website, mobile app, content marketing, licensed operator directory), though positioned around urban/leisure rather than nature-based tourism.
• South African Tourism: A larger, more established national DMO with a much wider portfolio (wildlife, culture, urban, adventure) and stronger global brand recognition. Comparable in function (government destination marketing) but operates at materially greater scale and budget.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/ExploreUganda
• Facebookfacebook.com/ExploreUganda
• LinkedInlinkedin.com/company/explore-uganda

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Explore Uganda