A new wave of destination marketing is taking shape across Africa, driven by immersive familiarisation tours (fam trips) that invite international influencers, travel operators, and media professionals to experience and market what the continent has to offer firsthand.
Uganda, often called “The Pearl of Africa,” is now at the forefront of this innovative strategy.
In a recent initiative designed to unlock new tourism markets, a delegation of leading Turkish travel influencers and tour operators arrived in Uganda for a 10-day fam trip, running from July 6 to 15, 2025.
Organised by the Uganda Tourism Board (UTB), the tour seeks to promote Uganda as a premier destination in the Turkish market and beyond.
Unlike traditional promotional campaigns, familiarisation tours allow participants to live the experience, creating authentic and engaging content for their followers.
The Turkish team, drawn from top agencies like Globe Meets, Fly Express, and Plaza Tour, alongside digital creators, are capturing everything from gorilla hiking in Bwindi to rafting on the Nile, game drives in Queen Elizabeth National Park, and cultural exchanges with local communities.
“These tours are not just marketing tools, they are immersive narratives,” said a UTB official. “When influencers document their journeys through visual storytelling, they bridge the gap between Uganda’s offerings and the global traveller.”
Fam tours have emerged as a cost-effective, high-impact model in destination marketing, particularly in an age were social media and digital storytelling shape global travel decisions.
According to UTB, the goal is not only to increase visitor numbers but also to strengthen bilateral tourism relationships, such as the growing ties between Türkiye and Uganda.
The Turkish market is largely untapped. Through firsthand experience, these influencers become ambassadors, building trust and excitement about Uganda amongst their audiences.
The familiarisation model ensures that influencers generate organic, credible content, from vlogs and Instagram Reels to TikToks and written reviews, which can have a lasting impact far beyond traditional advertising.
The Turkish team’s itinerary includes hallmark experiences that define Uganda’s appeal: from the thundering Murchison Falls to the mystical source of the River Nile, and community-based tourism initiatives that promote sustainable travel.
These curated experiences are meant to showcase not only Uganda’s natural beauty but also its hospitality, safety, and readiness for international tourism.
The success of Uganda’s fam trip strategy underscores a broader shift in how African countries are promoting tourism. Countries are now competing for attention through storytelling, experiential campaigns, and influencer engagement rather than relying solely on expos or printed brochures.
As the Turkish delegation continues its journey through Uganda’s diverse landscapes, the nation’s tourism board hopes that every shared photo, post, or story becomes a gateway for future travellers.
With Africa increasingly embracing modern destination marketing, familiarisation tours are proving to be powerful vehicles for authentic brand storytelling.