Uganda launches Pearl of Africa tourism campaign in Paris
The initiative, according to the Ministry of Foreign Affairs forms part of Uganda's broader strategy to increase international tourist arrivals and position itself as a leading destination in Europe, one of the country's key source markets for tourism.
On Tuesday June 23, branded commuter buses with the Uganda's tourism message drove through the streets of one of the world's most visited cities. (Courtesy Photos)
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Uganda has intensified efforts to attract more European visitors after launching a fresh tourism promotion campaign in the French capital, Paris.
On Tuesday June 23, branded commuter buses with the Uganda's tourism message drove through the streets of one of the world's most visited cities.
The campaign, dubbed Explore Uganda – The Pearl of Africa, unveiled three specially branded buses traversing major routes across Paris, showcasing Uganda's wildlife, landscapes, culture and investment opportunities to millions of residents and tourists.
At the launch, Uganda's Ambassador to France, Doreen Ruth Amule, said the campaign was designed to increase Uganda's visibility .
"These buses rotate across more than 200 square kilometres every day. People who have never known about Uganda will have an opportunity to learn more about the Pearl of Africa.
Our branding includes a QR code that allows people to access more information about Uganda," she said.
One of the buses features an image of the mountain gorilla, one of Uganda's most iconic tourism attractions. Others highlight the country's : diverse wildlife, adventure tourism experiences, cultural heritage and scenic landscapes.
The campaign comes as Uganda seeks to tap into growing European travel markets under the government's ambitious economic transformation agenda, where tourism has been identified as a key driver of growth.
"France is such an important country in Europe. When you promote Uganda here, you are not only reaching the French audience but also the wider European market," Ambassador Amule said on Tuesday.
"Bearing in mind that Uganda has embarked on a ten-fold growth strategy and tourism is one of the pillars of that strategy, we believe this presents a significant opportunity for Uganda," Ssentongo said.
The buses are expected to operate for two weeks across various parts of Paris, exposing Uganda's tourism brand to millions of commuters, international visitors and residents.
Tourism officials hope the campaign will help raise awareness of Uganda's attractions, including mountain gorilla trekking in Bwindi Impenetrable National Park, wildlife safaris, the snow-capped Rwenzori Mountains, and the source of the River Nile.
As one of the world's leading tourism hubs, Paris receives millions of international visitors annually and serves as a gateway to broader European travel networks, making it an attractive platform for destination marketing.
The launch was attended by members of the Ugandan community in France, diplomats and tourism stakeholders.
The ministry officials believe that the campaign will not only increase tourist arrivals but also to strengthen Uganda's image abroad as a destination for business, investment and cultural exchange.