Uganda Targets 10,000 European Tourists as Paris Embassy Steps Up Marketing

What the report says

Uganda’s Embassy in Paris is expanding its tourism promotion efforts in Europe, with a stated goal of attracting more than 10,000 European visitors a year. According to Dokolo Post, the campaign combines destination marketing with familiarisation trips for international content creators, as the embassy seeks to raise Uganda’s profile in a market where many travelers are still unfamiliar with the country.

The latest trip is a nine-day tour for European content creators covering Kampala, Murchison Falls National Park, Kibale Forest National Park, Queen Elizabeth National Park, Bwindi Impenetrable National Park and the Ankole region. The itinerary includes wildlife and adventure experiences such as rhino tracking, game drives, boat safaris on the Nile, chimpanzee trekking and gorilla trekking, alongside cultural activities. Participants are expected to produce photos, videos and social media content aimed at audiences across Europe.

Uganda’s ambassador to France, Doreen Ruth Amule, said the familiarisation visits are part of a wider strategy to improve the country’s visibility and competitiveness in the European tourism market. She also pointed to other promotional tools, including outdoor advertising, bus campaigns and attendance at tourism fairs, which she said were beginning to show results. The article adds that the number of European tourists visiting Uganda has more than doubled, though no specific figures were provided.

The embassy has also used cultural events, including a belated Independence Day celebration in Paris, to highlight Ugandan music, cuisine and heritage. The broader effort reflects Uganda’s push to position itself more strongly as a tourism destination in Africa.