Uganda has launched an ambitious tourism promotion campaign in Paris, bringing the beauty and diversity of the Pearl of Africa directly to the heart of one of the worldโs most visited cities.
The Embassy of the Republic of Uganda in Paris has deployed three branded buses across the French capital under the theme โExplore Uganda โ The Pearl of Africa.โ Running for two weeks from June 22, 2026, the campaign is designed to showcase Ugandaโs rich tourism offerings to millions of residents, international visitors, business travelers, media professionals, and tourism stakeholders.
One of the eye-catching buses prominently features the mountain gorilla, Ugandaโs most iconic wildlife attraction and a powerful symbol of the countryโs exceptional biodiversity. The campaign highlights Ugandaโs unique combination of world-class wildlife, spectacular landscapes, vibrant cultural heritage, adventure tourism experiences, and renowned hospitality.
According to Ugandaโs Ambassador to France, Doreen Amule, the initiative forms part of a broader effort to strengthen Ugandaโs visibility in Europe and position the country as one of Africaโs most authentic and diverse travel destinations.
Paris was strategically selected for the campaign due to its status as a global tourism hub and a key gateway for international travelers. As the branded buses travel through some of the cityโs busiest districts, they are expected to generate millions of visual impressions, significantly increasing Ugandaโs presence in one of Europeโs most important tourism markets.
The bus campaign is part of a wider tourism diplomacy and destination marketing strategy being implemented by the Uganda Embassy in Paris. In May 2026, the Embassy partnered with TANKE Creative Influence Agency to organize the sixth European Media Influencer Familiarization (FAM) Trip to Uganda. The initiative brought journalists, influencers, and content creators from across Europe to experience Uganda firsthand.
During the trip, participants visited Kampala, Northern Uganda, Murchison Falls National Park, Ziwa Rhino Sanctuary, and several cultural heritage sites. The experience generated extensive media coverage and digital content, helping introduce European audiences to Ugandaโs wildlife, culture, cuisine, and hospitality.
These efforts are already delivering encouraging results. The number of French tourists visiting Uganda has increased significantly, with more than 7,400 French visitors recorded since 2024, compared to approximately 1,800 previously. Building on this momentum, the Embassy has set an ambitious goal of attracting 10,000 tourists from France, Spain, and Portugal.
Tourism continues to play a vital role in Ugandaโs economy. In 2025, the sector generated approximately USD 1.7 billion in earnings, supported more than 876,000 jobs, and contributed nearly six percent of the countryโs Gross Domestic Product (GDP). It remains a key pillar of Ugandaโs long-term economic transformation agenda.
The latest Paris campaign underscores Ugandaโs commitment to expanding its footprint in Europe and attracting travelers seeking authentic, immersive, and meaningful experiences. By taking its tourism message directly to the streets of Paris, Uganda is bringing the Pearl of Africa closer to the world and inviting visitors to discover a destination defined by nature, adventure, culture, and warm hospitality.
