Uganda has launched a high-visibility “Explore Uganda” outdoor advertising campaign in Copenhagen aimed at boosting tourist arrivals from Denmark and the wider Nordic region by showcasing the country’s wildlife, landscapes, and cultural experiences.
The campaign, branded “Explore Uganda,” was unveiled by Uganda’s Ambassador to the Kingdom of Denmark Margaret M. Otteskov at Copenhagen Central Station, one of Scandinavia’s busiest transport hubs.
Ambassador Otteskov said the campaign is designed to connect Uganda with a discerning audience seeking authentic and environmentally conscious travel experiences.
“This campaign is about telling Uganda’s story to a discerning audience that values sustainability, authenticity, and meaningful travel experiences,” she said during the launch.
The initiative comes as Uganda’s tourism sector continues to recover and expand, supported by improving air travel figures through Entebbe International Airport.
Data from Entebbe International Airport shows that international passenger traffic rose to 2,243,104 in 2024, up from 1,932,094 in 2023, while international arrivals reached 1,117,412 in 2024.
Growth has continued into 2025, with 550,439 international arrivals recorded in the first half of the year, representing a 4.3 percent increase compared to the same period in 2024.
Uganda’s tourism sector is riven primarily by private operators, the industry contributes trillions of shillings to the GDP and is undergoing a major shift toward high-value, sustainable, and community-based travel.
The travel and tourism industry contributes over 3% to 7% of Uganda’s total GDP and is actively backed by the government, which recently allocated UGX 571.5 billion to the sector for the 2026/2027 national budget
Officials say the Nordic campaign aligns with Uganda’s broader tourism strategy to diversify source markets beyond traditional regions, with Europe remaining a key contributor.
The Embassy said the campaign will be supported through collaboration with the Uganda Tourism Board, airlines, tour operators, and travel media to convert visibility into actual visitor numbers.
Uganda is positioning itself under the “Pearl of Africa” brand, promoting itself as a destination that combines wildlife, adventure, and cultural immersion in line with global trends in experiential tourism.
The sector provides direct and indirect employment to roughly 800,000 individuals, supporting tour guides, hoteliers, and artisans.
