The Ministry of Foreign Affairs, in collaboration with the Uganda Tourism Board (UTB) and Uganda’s Embassy in France, is hosting a familiarization trip for top media influencers from France and Spain. This initiative, running from March 9 to 15, is part of a broader effort to strategically position Uganda as a prime travel destination for French and Spanish-speaking tourists.
By leveraging the reach of digital influencers, Uganda aims to expand its visibility in key European markets, attract more international visitors, and reinforce its reputation as The Pearl of Africa.
Uganda’s tourism industry has historically relied on visitors from English-speaking countries. However, French and Spanish-speaking travellers represent a growing segment in global tourism. By engaging media influencers from these regions, Uganda seeks to diversify its international visitor base, reduce dependence on traditional tourism markets and tap into the $200 billion+ annual spending power of European tourists.
In 2023, Uganda recorded 1,274,210 international tourist arrivals, according to the Ministry’s annual report launched in March 2024. This marked a 56.4% increase from 2022, when arrivals stood at 814,508.
The report also reveals that 89.2% of 2023 arrivals came from Africa, with Kenya, Rwanda, South Sudan, and Tanzania leading as key source markets.
Other major contributors included the United States, United Kingdom, India, and China, which ranked among the top 12 source markets. This could best explain why the government is tapping into uncharted waters in order to increase the number of tourists who are coming in from Europe.
Uganda’s Ambassador to France, Doreen Ruth Amule, emphasized the significance of this outreach:
“Uganda, the Pearl of Africa, is rich in natural beauty, diverse wildlife, and a vibrant culture. This collaboration with French and Spanish influencers will allow us to share these experiences with new audiences, helping to position Uganda as a must-visit destination,” she said.
In today’s digital era, social media and influencer marketing play a crucial role in shaping travel decisions. The Ministry of Foreign Affairs understands that travellers are more likely to visit destinations they see through engaging, authentic content.
By inviting influencers who specialize in travel blogging, vlogging, and social media storytelling, the Ministry is ensuring that Uganda’s landscapes, culture, and adventures reach millions of potential visitors worldwide.
Margaret Kafeero, Head of Public Diplomacy at the Ministry of Foreign Affairs, highlighted this strategy
“These influencers will play a crucial role in strengthening Uganda’s tourism image internationally. Their content will bridge the gap in tourism promotion for the French and Spanish-speaking markets, ultimately driving more visitors to our country,” she said.
To convince international travellers, Uganda must showcase its most breathtaking and unique tourism experiences. But it doesn’t end there, Uganda has to showcase its experiences through the eyes of people these foreign visitors can relate to. The Ministry designed an itinerary that highlights the country’s top travel destinations, ensuring influencers capture and share diverse aspects of Uganda’s tourism offering.
The trip offered an immersive experience, beginning with Bwindi Impenetrable Forest, a UNESCO World Heritage Site renowned for its rare mountain gorillas. Next is Queen Elizabeth National Park, famous for its remarkable biodiversity, including the unique tree-climbing lions.
The influencer adventure enthusiasts will also be drawn to the Nile River, where activities like white-water rafting and bungee jumping await. Cultural immersion is a key aspect, with opportunities to engage with local communities, sample traditional cuisine, and explore heritage sites.
Through videos, blogs, and social media, influencers will create compelling content that showcases Uganda’s rich wildlife, vibrant culture, adventure tourism, and warm hospitality—appealing to global travellers.
The Ministry’s collaboration with TANKE, a Paris-based influencer marketing agency, is a strategic move to ensure a high-impact marketing campaign.
TANKE specializes in curating digital experiences that drive engagement, and their influencers—such as Ertan Anadol, Henry Mallaury, India Romeuf, Lucas Cyril Samuel, Jolivet Kilian Nicolas, and Labesse Lola Marie Suzanne—will provide Uganda with a global digital footprint.
According to Lilly Ajarova, CEO of UTB, this campaign aligns with Uganda’s long-term vision for tourism
“We are thrilled to host these international influencers. Their presence will amplify Uganda’s visibility in key European markets and reinforce our position as a top destination for travellers from French and Spanish-speaking countries.”
Beyond tourism, this initiative is also a step towards strengthening Uganda’s diplomatic and economic relations with France and Spain. By increasing engagement in these markets, the Ministry is not only promoting tourism but also opening doors for, more bilateral trade and investment opportunities, increased business tourism and international conferences and strengthened cultural and diplomatic ties.
Permanent Secretary of the Ministry of Foreign Affairs, Bagiire Vincent Waiswa, noted:
“Uganda is ready to welcome the world. This familiarization trip is a crucial step in showcasing Uganda’s tourism potential and expanding our footprint in French and Spanish-speaking markets.”
This familiarization trip is more than just a promotional tour—it is a strategic investment in Uganda’s global tourism future. By leveraging influencer marketing, digital storytelling, and international partnerships, the Ministry of Foreign Affairs is taking proactive steps to; increase Uganda’s international visibility, drive higher tourist arrivals from non-traditional markets and strengthen Uganda’s position as a world-class travel destination.
Through this initiative, Uganda is not only inviting the world to explore its wonders but also establishing itself as a competitive force in the global tourism industry.