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and inspire participants while fostering
meaningful discussions.
One of the highlights of the event was
the extensive networking opportunities
that brought together professionals in Uganda Unveils 'Explore
the tourism industry. It provided a plat-
form for forging valuable connections,
sharing insights, and exploring poten- Uganda, The Pearl of
tial collaborations. Additionally, cultur-
al performances and traditional food
tastings allowed attendees to savour Africa' Brand in the UK
the richness of Oromia's heritage.
UTB's presence at the Oromia Tour-
ism Week was a testament to its
commitment to promoting cultural
exchange and regional tourism devel-
opment. The event provided a unique
opportunity to celebrate Oromia's
vibrant culture while emphasizing the
importance of regional tourism inte-
gration. By focusing on the broader
East African region rather than indi-
vidual destinations, the tourism sector
Attendees had is poised to experience significant
the privilege
of engaging growth.
in various The collaborative approach of the
activities, East African countries, as highlighted
including by Anthony Ochieng, the market devel-
a tourism
exhibition opment representative of the Ugandan
featuring the Tourism Board, aims to market East
finest tourism Africa as a cohesive and diverse region,
products and
services from unlocking its full potential for tour-
Oromia ism. "Under the East African tourism
marketing plan, we are able to market
East Africa as a region, not focusing on
individual destinations but the East
African (destinations)," Ochieng