Uganda targets 20,000 Canadian tourists, unveils brand bus in Ottawa
The branded bus was launched on June 1, during an event that took place at Infinity Convention Centre in Canada.
The branded bus was launched on June 1, during an event that took place at Infinity Convention Centre in Canada.. (Courtesy photos)
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Uganda's High Commission in Canada has set an ambitious target of attracting over twenty thousand (20,000) tourists from Canada to the Pearl of Africa.
This was revealed by Allan Kajik, the Chargé d'affaires at the Uganda High Commission in Ottawa, Canada, while launching a double-decker bus, wrapped in vibrant imagery of Uganda’s mountain gorillas, wildlife, landscapes and the Rwenzori Marathon.
The branded bus was launched on June 1, during an event that took place at Infinity Convention Centre in Canada.
The Canadian bus known as Lady Dive which was branded with Ugandan tourism attractions to showcase the beauty of the Pearl of Africa as part of the branding and marketing strategy to increase visibility and drive the tourism numbers from Canada to Uganda
According to Kajik, the number of tourists from Canada increased to 9,688 in 2025 from 3,900 in 2023. "From deliberate campaigns such as the recent familiarisation trip that we took to Uganda and brand visibility, we are looking forward to attracting 20,000 tourists from Canada to Uganda by the next calendar year," he expressed.
Kajik further noted that the branded bus will circulate daily through Ottawa’s most visited corridors, including Parliament Hill, ByWard Market, the National Gallery, and major hotel districts in a campaign running from June to October 2026, and is expected to generate between 1–2 million impressions.
"By launching this branded bus, we are celebrating more than a vehicle. We celebrate visibility, partnership and shared belief that travel connects people in many ways," Kajik added.
The bus is plastered with impressive pictures and information depicting the vast array of landscape which ranges from snow-capped mountains and dense tropical forests to lakes and abundance of wildlife.
Daniel Irunga, the senior brand officer at the Uganda Tourism Board (UTB), lauded the campaign, saying the double-decker bus will further enhance visibility of Uganda's endowments to the Canadian market.
"As this bus begins its journey across Ottawa, may it spark curiosity, reawaken the dream, inspire travel and remind the world that Uganda is open, ready and eager to welcome visitors. Uganda is not just a destination. It is a feeling, an experience and a story waiting to be lived," Irunga rallied.
Tourism strategy
The campaign by Uganda's High Commission to increase tourists feeds into the new tourism strategic plan, which was launched on February 19, 2026, by the Ministry of Tourism, Wildlife, and Antiquities.
The five-year strategic plan (2025/26-2029/30), the second of its nature, aims at increasing tourism foreign exchange earnings to $4b (over sh14 trillion) from $1.025b (sh3.6 trillion).
Guests in Canada being treated to Ugandan cuisines including a rolex
It also targets to increase the average tourist’s length of stay to over 10 nights from 7.6 nights, as well as increasing the average inbound expenditure per leisure tourist to $2,500 (sh9m) from $1,550 (sh5.5m). The strategy also intends to increase tourism’s direct contribution to total tax revenue to 4.2% from 2.1%, as well as increase domestic tourism expenditure to Sh5.3 trillion from Sh3.6 trillion.
In April this year (2026), Kajik led a team of 11 travel influencers from Canada, comprising Canadian leading tour operators, travel agents and media personalities who traversed Uganda for 10 days.
They were immersed in captivating adventure, video and picture moments that were subsequently broadcast and published in the Canadian press, among other media platforms, to showcase Uganda's beauty.
Juliana Kagwa, the UTB chief executive officer, reiterated that tourism is aligned to the Fourth National Development Plan (NDP IV) as well as the 15-year tenfold growth strategy as one of the priority investment areas to drive the envisaged double-digit economic growth for Uganda.
Meanwhile, the economic and commercial diplomacy handbook provides for all Uganda's Missions abroad and the ministry headquarters to market Uganda's key growth sectors.
The strategy recognises Missions abroad as strategic agents for attraction of opportunities in the key growth sectors of the country, such as tourism, agro-industrialisation, mineral development, science and technology for accelerated economic growth in the next 15 years.