Outside Uganda’s international airport there is this massive billboard that reads: Uganda – The Pearl of Africa”. I was wondering what this “pearl” is all about.

Could it be that none of the other 53 countries on the African continent is qualified to be called a “pearl”?

Right then I was prompted to associate this tourism slogan with the chimpanzees and gorillas in this East African nation. Indeed, the Ugandan authorities’ painstaking efforts in conserving these rare and critically endangered primate species deserve our praise.

It seems that tourism has indeed emerged as a major economic sector that all the world’s 237 countries and territories are fighting very hard among themselves to excel.

Besides lucrative foreign exchange earnings and the creation of countless job opportunities, most importantly tourism is also significantly promoting mutual social visits as well as cultural exchanges among nations, eventually leading to a more harmonious and peaceful world.

It is because of this that tourism authorities from around the world have been painfully designing catchy tourism slogans to express to the world their welcoming gesture while luring tourists to their shores!

Developed western countries were the ones quickest in coming out of slogans to sell themselves to potential visitors. The Brits call themselves the “Home of Amazing Moments”, while the Americans proclaim “All within your reach”. And the Italians are simply straightforward with “Made in Italy”!

The once elegant Ukrainian lasses who now have to fight their enemies on the battleground sigh: “It’s all about U!” As for the Russians, they simply call it: “Reveal your own Russia”, as if to entice the world to unveil the secrets of this enormous country.

As a matter of fact, governments around the world have been cracking their heads to protrude their unique strengths with the objective of getting more people to visit their countries.

I don’t know whether you agree with me or not that there is always a secret ingredient in any outstanding tourism slogan, i.e., a couple of simple yet powerful words to underscore a country’s uniqueness to achieve that remarkable effectiveness.

Remy Martin’s “Good Luck Comes Naturally” slogan created by James Wong has been an instant hit globally, and is still much talked-about to this day. As for Egypt, its “Where it all begins” invariably evokes the association with ancient civilisations, mummies, and the great pyramids! 

In the meantime, Ethiopia’s “Land of Origins” professes the country’s position as the cradle of humanity.

If you crave Planet Earth’s rich biodiversity, then you must make an attempt to visit Madagascar, which proudly claims to be “A  Genuine Island, A World Apart”, and embrace the rare and precious lemurs there.

Additionally, “Incredible India” is known for its many unique sights and colourful cultures, and is one such country everyone must make an effort to visit at least once a lifetime.

Perched high above the snow-capped Himalayas, Nepal rightly declares: “Once is Not Enough”!

Of course, “Japan Endless discovery” aptly reflects many a traveller’s desire to keep going back to the infinitely irresistible Land of the Rising Sun!

In fact, “tourism” is a kind of product that takes time to establish a solid branding. It requires a lot of creativity and ideas to package it into something attractive to visitors while maintaining a respectable level of service excellence.

The cultural connotation embodied in a tourism slogan will only become effective with concerted effort from everyone in the country in welcoming their foreign guests.

The Turks are enthusiastically calling out to the world: “Be Our Guest”, while “Spain in Detail”, Switzerland’s “Get Natural”, Germany’s “Simply Inspiring”, Argentina’s “Beats to Your Rhythm”, Mexico’s “Live It to Believe It”, Mauritius’ “It’s a Pleasure” and Paraguay’s “You have to Feel It” are among the many other down-to-earth tourism slogans that will give a traveller the foretaste of what is to come.

Happiness is a universal value the whole human race is pursuing in life. And some countries claim that they are the happiest places to be on this planet.

Bhutan has persistently called itself “Happiness is a Place”, while Denmark declares that it is the “Happiest Place on Earth”. Meanwhile, Fiji says it is “Where Happiness Finds You” and “Timeless Tuvalu” tells the world not to let go of an opportunity to visit the South Pacific island paradise, and the joy of travelling!

I have a personal preference for China’s “China Like Never Before” in view of the country’s phenomenal growth and transformation which have shocked the world.

I also love the unpretentious ‘100% Pure New Zealand”, so surreally beautiful!

In short, tourism boards’ promotional slogans and travel guidelines are equally important in getting tourists to come. But, as what Amazing Thailand rightly says, “It begins with the people”!

Indeed, it is the people’s attitude and hospitality that will instantly capture the visitors’ hearts!

(Lee San is Founder and Group Executive Chairman of Apple Vacations. He has travelled to 132 countries, six continents, and enjoys sharing his travel stories and insights. He has also authored five books.)