Paris, France | The Embassy of the Republic of Uganda in Paris has launched a major tourism promotion campaign in the French capital, deploying three branded buses to showcase Uganda’s tourism attractions across Paris for two weeks beginning June 22, 2026. Branded under the theme “Explore Uganda – The Pearl of Africa,” the buses will travel through some of the city’s busiest districts, bringing Uganda’s tourism message to millions of residents, tourists, business travelers, media professionals, and tourism stakeholders.
One of the buses features a striking image of the mountain gorilla, one of Uganda’s most iconic tourism attractions and a symbol of the country’s rich biodiversity. The campaign aims to position Uganda as one of Africa’s most authentic and diverse tourism destinations, highlighting its unique wildlife, breathtaking landscapes, cultural heritage, adventure tourism, and warm hospitality.
The choice of Paris is strategic. As one of the world’s leading tourism destinations and a major gateway for international travel, the city provides exceptional exposure to a global audience. Through these mobile advertising platforms, Uganda expects to generate millions of visual impressions while strengthening its visibility in one of Europe’s most important tourism markets.
The campaign is part of a broader tourism diplomacy and destination marketing strategy spearheaded by the Uganda Embassy in Paris. In May 2026, the Embassy partnered with TANKE Creative Influence Agency to host the sixth European Media Influencer Familiarization (FAM) Trip to Uganda, bringing journalists, influencers, and content creators from across Europe to experience Uganda’s wildlife, culture, cuisine, and hospitality firsthand. Participants visited Kampala, Northern Uganda, Murchison Falls National Park, Ziwa Rhino Sanctuary, and several cultural heritage sites, generating extensive content for European audiences.
According to the Embassy, these initiatives are already yielding results. Tourist arrivals from France have grown significantly, with more than 7,400 French visitors recorded since 2024, compared to approximately 1,800 previously. The Embassy has now set an ambitious target of attracting 10,000 tourists from France, Spain, and Portugal.
Tourism remains one of Uganda’s leading economic sectors, generating approximately USD 1.7 billion in earnings in 2025 and supporting more than 876,000 jobs nationwide. The sector contributes nearly six percent of Uganda’s GDP and has been identified as a key driver of the country’s long-term economic transformation agenda.
This latest campaign reflects Uganda’s commitment to increasing its visibility in Europe and attracting more travelers seeking authentic, immersive, and meaningful experiences. Through the Paris bus campaign, Uganda is bringing the Pearl of Africa closer to the world and inviting travelers to discover a destination defined by nature, culture, adventure, and hospitality.
