As millions of tourists descend on Paris for the summer season, Uganda has launched an ambitious campaign to market its tourism attractions directly to some of the world’s biggest travel audiences.
For the next two weeks, branded buses carrying images of Uganda’s iconic tourist destinations will traverse the streets of Paris, turning the French capital into a moving showcase of the country’s tourism potential.
The campaign, launched by the Ugandan Embassy in Paris on Tuesday, features three buses wrapped in colourful images of mountain gorillas in Bwindi Impenetrable National Park, the snow-capped Rwenzori Mountains, the Source of the Nile and the wildlife-rich savannahs of Kidepo Valley National Park.
The initiative is aimed at increasing Uganda’s visibility among European travellers and positioning the country as a preferred destination for international tourists.
Uganda’s Ambassador to France, Spain and Portugal, Ms Doreen Ruth Amule, said the campaign was strategically timed to coincide with the peak summer tourism season when Paris receives millions of visitors from across the globe.
‘Paris is one of the world’s leading tourism destinations and attracts visitors from every continent. We want to take advantage of that opportunity by bringing Uganda closer to potential travellers,’ she said.
According to the ambassador, the buses will cover more than 200 square kilometres daily, targeting both residents and visitors in the French capital.
Each bus carries a Quick Response (QR) code that allows commuters and tourists to instantly access information about Uganda’s tourism products, travel opportunities and investment prospects.
The embassy believes the digital component will help convert curiosity into actual travel decisions by providing immediate access to detailed information about visiting Uganda.
Ms Amule said the decision to focus on France, Spain and Portugal was informed by the three countries’ strong performance in the global tourism industry.
France remains the world’s leading tourism destination by visitor numbers, while Spain consistently ranks among the top tourism markets. Portugal has also emerged as one of Europe’s fastest-growing travel destinations.
‘We want to understand what makes these countries attract millions of visitors every year and position Uganda to benefit from those travel flows,’ she said.
‘Our objective is to secure a share of the tourists who visit Europe annually by ensuring they know what Uganda has to offer,’ she added.
Improved visibility
The ambassador noted that Uganda’s visibility in these markets has improved significantly over the years through sustained branding campaigns, partnerships with tour operators and participation in international tourism exhibitions.
She said tourist arrivals from France, Spain and Portugal have grown from fewer than 2,000 visitors annually in the past to more than 7,400 visitors. The embassy is now targeting at least 10,000 visitors from France alone during the next financial year.
The campaign has also received support from fellow African diplomats based in Paris. Zimbabwe’s ambassador to France and UNESCO, Dr Irene Sekai Nsenza, praised Uganda for adopting innovative approaches to tourism marketing and raising Africa’s profile in international travel markets.
‘We’ve come a long way together as African countries. Uganda has unique attractions that many countries do not have, including mountain gorillas and chimpanzees. These are experiences travellers from around the world are eager to see,’ she said.
Dr Nsenza said increased tourist arrivals would create employment opportunities and boost incomes for local communities that depend on tourism.
‘When more visitors come to Africa, local communities benefit through jobs, business opportunities and improved livelihoods,’ she said. The launch was also attended by Ambassador Charles Ssentongo, who represented the Permanent Secretary at the Ministry of Foreign Affairs.
Mr Ssentongo described the initiative as an important component of Uganda’s economic diplomacy strategy, which seeks to use foreign missions to promote trade, investment and tourism. He said the campaign is intended not only to raise awareness about Uganda but also to encourage European tour operators to include the country in their travel packages and holiday itineraries.
‘The goal is to ensure that travellers who see these campaigns eventually choose Uganda as a destination and experience the country first-hand,’ he said.
He added that the buses provide an opportunity to connect Uganda’s tourism industry with thousands of potential travellers and tourism businesses that operate across Europe.