Uganda has long been known as the Pearl of Africa, famous for its mountain gorillas, wildlife, and natural beauty. But now, a new tourism campaign led by Uganda’s Ambassador to France, H.E Doreen Amule, is changing the narrative by showcasing something deeper — Uganda’s people, culture, food, and authentic way of life.
From the bustling Lira Main Market to the historic Kangai site in Dokolo District, and from organic local foods to traditional dances in Northern Uganda, a team of European visitors from TANKE Creative Influence Agency and social media influencers is discovering a different side of Uganda.
TOURISM BEYOND WILDLIFE
According to Ambassador Amule, Uganda’s identity goes beyond wildlife tourism because the country’s culture, food, hospitality, and happiness offer unique experiences that many Europeans can not easily find in their own countries.
The campaign deliberately brought European visitors directly into Ugandan communities to experience authentic lifestyles, traditional dances, markets, beaches, and organic foods.
PROMOTING NORTHERN UGANDA
Northern Uganda, especially the Lango sub-region, has historically received fewer tourists compared to other regions. However, Ambassador Amule said the situation must change through deliberate promotion of the region’s culture, organic foods, and traditional lifestyles.
She explained that many tourists highly value Uganda’s authentic culture and organic foods because such experiences have become increasingly rare in Europe.
SOCIAL MEDIA AND GLOBAL TOURISM MARKETING
Modern tourism promotion is increasingly driven by social media and online visibility.
Working closely with Uganda’s embassy in Paris, Ertan Anadol explained that the campaign was designed to expose Uganda’s gastronomy, agriculture, fruits, vegetables, and cultural diversity to millions of people globally through digital platforms.
According to Anadol, many modern travelers choose destinations based on content they see online, adding that the tourism content being created during the campaign could reach between four and eight million people worldwide.
On Monday, May 25, 2026, the delegation visited Lira Main Market, where they bought locally produced organic foods including millet flour, smoked fish, vegetables, fish, tomatoes, beef, garlic, and bananas, among many others.
The food was later cooked and shared during a communal supper.
The visitors reportedly praised the freshness and taste of the organic meals.
McDonald Obua Obua, speaking on behalf of the market leadership, said the visitors appreciated the cleanliness of the market and expressed hope that more tourists would continue visiting to buy local products and improve livelihoods through foreign exchange earnings.
Ajwang Betty, a vendor at the market, said she was pleased that the visitors bought local products because their experiences would help market Northern Uganda and its products internationally.
CULTURE, HISTORY AND SPIRITUAL TOURISM
The tourism campaign also focused on spiritual and historical tourism.
A day earlier, Ambassador Amule led the delegation to the Centre of Uganda in Amolatar District and the historic Kangai site in Dokolo District where Kabaka Mwanga II and Omukama Kabalega were captured by British colonial forces in 1899.
At the Centre of Uganda, Milton Mutto explained that the site was established as a national prayer altar symbolizing unity among Uganda’s tribes.
The Amolatar RDC, Francis Okello Odoki Rwotlonyo, encouraged stakeholders and tourists to support and promote the site because of its tourism potential.
THE ECONOMIC IMPACT
Ambassador Amule revealed that Uganda initially targeted about 2,000 French tourists annually, but the number later increased to more than 7,400 within less than a year.
She estimated that if each tourist spends approximately 3,000 euros, Uganda could generate more than 22 million euros annually from French tourists alone.
According to her, tourism growth has the potential to stimulate infrastructure development, create jobs, improve schools and hospitals, expand the hospitality industry, and raise household incomes.
CALL FOR CLEANLINESS AND POSITIVE STORYTELLING
Both Ambassador Amule and Ertan Anadol emphasized the importance of cleanliness, environmental conservation, and positive storytelling in promoting Uganda internationally.
They encouraged Ugandans to avoid spreading negative narratives online and instead use social media to market the country’s beauty, culture, and opportunities.
Anadol further urged citizens, especially content creators and TikTok users, to continuously share positive stories, videos, and photographs about Uganda to strengthen the country’s international visibility.
As Uganda expands its tourism campaign beyond wildlife to culture, food, history, and human connection, Northern Uganda is steadily emerging as a new frontier for international tourism.
For Ambassador Doreen Amule and her team, Uganda’s greatest treasure remains the warmth, authenticity, and spirit of its people.