By Eddy Olwa
Uganda has taken its tourism campaign to the streets of Paris, with three branded buses now carrying images of the country’s attractions across some of the French capital’s busy routes.
The two-week campaign, which runs until July 8, 2026, was launched near the Eiffel Tower under the theme “Explore Uganda – The Pearl of Africa.”
The buses carry images of Uganda’s wildlife and landscapes, including the mountain gorilla, one of the country’s best-known tourism attractions. They will move through key parts of Paris during the summer travel season, targeting residents, visitors, business travellers and tourism players.
Uganda’s Ambassador to France, Spain and Portugal, H.E. Doreen Ruth Amule, said the campaign is meant to take Uganda’s tourism message closer to potential travellers.
She said the Embassy has carried out several tourism promotion activities in France over the years, but this is the first time it is using a mobile outdoor campaign of this kind.
According to Ambassador Amule, the buses also carry QR codes through which people can access more information on Uganda’s tourism sites and travel options.
The campaign comes as Uganda records increased tourist arrivals from France. Ambassador Amule said Uganda had surpassed its earlier target of attracting 2,000 French tourists a year, with Uganda Tourism Board figures showing that about 7,400 visitors from France travelled to Uganda in 2025.
She said the Embassy is now targeting 10,000 tourists from France, Spain and Portugal.
France remains a key market for Uganda because of its strong outbound travel numbers and its position as one of the world’s leading tourism destinations.
The Paris bus campaign follows other tourism promotion efforts by the Uganda Embassy in Paris. Earlier this year, the Embassy worked with TANKE Creative Influence Agency to organise the sixth European Media Influencer Familiarization Trip to Uganda.
The trip brought journalists, influencers and content creators from Europe to visit Kampala, Northern Uganda, Murchison Falls National Park, Ziwa Rhino Sanctuary and cultural heritage sites.
Zimbabwe’s Ambassador to France, Dr. Sekai Nzenza, who attended the launch, praised Uganda’s effort to market its tourism attractions in Paris.
She said the sight of buses around the Eiffel Tower carrying Uganda’s tourism message was a strong statement for African destination marketing.
Ambassador Nzenza said Uganda has attractions that stand out, especially the mountain gorillas, and noted that such campaigns help present Africa as a serious player in global tourism.
Representing the Permanent Secretary of Uganda’s Ministry of Foreign Affairs, Ambassador Charles Ssentongo said the campaign fits within Uganda’s economic and commercial diplomacy agenda.
He said tourism remains an important source of foreign exchange and employment, and that promoting Uganda in major international markets such as France supports wider efforts to grow the sector.
Uganda earned about USD 1.7 billion from tourism in 2025, with the sector supporting more than 876,000 jobs across the country.
As the buses move through Paris over the next two weeks, Uganda will be seeking to draw more attention to its wildlife, culture, adventure tourism and natural beauty.
