The Uganda Embassy in Copenhagen has unveiled a new tourism promotion campaign aimed at positioning Uganda as a leading travel destination for visitors from the Nordic region.

Dubbed “Explore Uganda,” the outdoor advertising campaign has been rolled out across key public transport routes in Copenhagen, Denmark, targeting thousands of daily commuters and international travellers. The initiative seeks to increase awareness of Uganda's unique tourism offerings among audiences interested in wildlife, nature, adventure, culture, and authentic travel experiences.

The campaign was launched by Uganda’s Ambassador to Denmark, Margaret M. Otesskov, who emphasized the importance of strengthening Uganda’s presence in the Nordic tourism market. The advertisements showcase some of Uganda’s most iconic attractions, including the endangered mountain gorillas, the snow-capped Rwenzori Mountains, tree-climbing lions in Queen Elizabeth National Park, diverse cultural heritage, and the country’s growing culinary tourism scene.

The Embassy noted that the campaign comes at a time when Uganda’s tourism industry continues to experience positive growth. International arrivals through Entebbe International Airport have been increasing steadily, reflecting growing global interest in Uganda as a destination for leisure travel, business tourism, and international conferences.

Tourism remains one of Uganda’s key economic sectors, contributing significantly to employment, foreign exchange earnings, and national development. By expanding destination marketing efforts in Denmark and the wider Nordic region, Ugandan officials hope to attract more visitors to experience the country’s renowned biodiversity, warm hospitality, and diverse tourism products.

The “Explore Uganda” campaign is expected to enhance Uganda’s visibility across Scandinavia and reinforce the country’s brand as the Pearl of Africa, encouraging more Nordic travellers to choose Uganda for their next African adventure.