Uganda targets 10 million tourists through Rome bus campaign

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Uganda has launched a new tourism marketing campaign in Italy, placing striking images of its wildlife and natural attractions on public buses across major cities in a move aimed at reaching an estimated 10 million potential tourists.

The campaign, spearheaded by the Uganda Mission in Rome, features iconic imagery from the Pearl of Africa, including mountain gorillas and the crested crane, displayed prominently on buses travelling through some of Italy’s busiest and most visited urban centres.

The campaign is aimed at reaching millions of people across Italy, as buses will pass through high-traffic tourist hotspots such as St Peter’s Square and the Colosseum, as well as the main streets of Rome, Milan, Venice and Florence, maximising visibility among both Italian residents and international visitors.

Uganda’s Ambassador to Italy, Elizabeth Paula Napeyok, said the initiative is designed to spark global interest in Uganda’s unique tourism offerings at a time when Italy is experiencing a surge in visitors.

Uganda has launched a new tourism marketing campaign in Italy, placing striking images of its wildlife and natural attractions on public buses across major cities. (Courtesy photo)

“The Uganda mission to Rome is excited to present our new advertising campaign featuring striking images of the gorilla and, of course, the crested crane displayed on the backs of public buses in Rome and other major Italian cities,” she said in a statement.

“The goal of this campaign is to spark the interest of both Italian and international audiences towards the unique wonders of Uganda, especially given the large number of tourists in the Italian cities.”

According to Amb. Napeyok, the timing of the campaign is strategic, coinciding with the Easter season when Rome attracts thousands of pilgrims and tourists attending Papal ceremonies and engaging in cultural activities.

Officials say this presents a unique opportunity to position Uganda as a must-visit destination to a global audience already in a travel mindset.

She described the campaign as the first in a series of long-term initiatives aimed at elevating Uganda’s profile on the global tourism stage.

“This is just the first step in a long-term advertising initiative that will continue to engage and inspire audiences for years to come. So let us make Uganda an unforgettable adventure,” she added.

Tourism remains one of Uganda’s top foreign exchange earners, contributing about 10% to the country’s Gross Domestic Product and generating over U$1.5 billion annually in recent years. The sector also supports hundreds of thousands of jobs across hospitality, transport and conservation.

Beyond the Rome campaign, the Ugandan government has been ramping up efforts to market the country internationally.

These include partnerships with global travel platforms, participation in international tourism expos, digital marketing campaigns under the Explore Uganda brand and investments in tourism infrastructure such as roads to national parks and airport upgrades.

Government is also promoting niche tourism segments, including eco-tourism, cultural tourism and adventure travel, while working to improve service standards and visitor experience.