Uganda has intensified its efforts to attract international visitors with the launch of a Destination Uganda branded double-decker bus that will travel across Ottawa's busiest routes for the next five months, showcasing the country's unique tourism attractions to millions of potential travelers.

The branded bus was officially unveiled on June 1, 2026, during an event held at the Infinity Convention Centre in Ottawa. The launch brought together representatives from Global Affairs Canada, tourism stakeholders, members of the media, Uganda's diaspora community and partners involved in the initiative.

Wrapped in vibrant imagery highlighting Uganda's mountain gorillas, wildlife, breathtaking landscapes and the popular Rwenzori Marathon, the double-decker bus is expected to circulate daily through some of Ottawa's most visited locations, including Parliament Hill, ByWard Market, the National Gallery and major hotel districts.

According to the Uganda High Commission in Ottawa, the campaign will run from June to October 2026 and is projected to generate between one and two million impressions, significantly increasing awareness of Uganda as a tourism destination among Canadian and international audiences.

Speaking at the launch, Charge d'Affaires Allan Kajik described the bus as more than just a means of transportation.

“This bus is not just a medium of transport, but carries the story and experience of Destination Uganda,” he said, urging attendees to become ambassadors of Uganda's beauty and tourism potential.

Guests at the event were treated to traditional Ugandan cultural performances and sampled Uganda's famous Rolex, a popular street food delicacy that has become one of the country's most recognizable culinary symbols.

The campaign forms part of Uganda's broader strategy to strengthen its presence in key international tourism markets and attract more long-haul travelers. Canada has increasingly become an important source market for Uganda's tourism industry, with officials seeking to capitalize on growing interest in authentic wildlife, cultural and adventure travel experiences.

The Ottawa bus campaign follows a series of tourism promotion initiatives undertaken by Uganda in Canada. Earlier this year, the Uganda High Commission hosted a familiarization trip involving senior executives from Canadian tour companies, travel agencies and media organizations. The initiative provided tourism stakeholders with firsthand exposure to Uganda's diverse attractions and experiences.

Uganda's tourism authorities have reported encouraging growth in visitor arrivals from Canada in recent years. Official figures indicate that Canadian tourist arrivals increased from 7,542 in 2022 to 9,688 in 2024, reflecting growing interest in the East African nation's tourism offerings.

The country is now targeting more than 20,000 Canadian visitors annually by 2028 as it continues to expand its marketing efforts and strengthen partnerships with international travel operators.

Often referred to as the Pearl of Africa, Uganda is renowned for its rich biodiversity, including the endangered mountain gorillas found in Bwindi Impenetrable National Park. The country also boasts iconic attractions such as Queen Elizabeth National Park, the Source of the Nile in Jinja, diverse cultural heritage sites and a growing portfolio of adventure tourism experiences.

Tourism remains one of Uganda's key economic sectors, contributing to employment creation, foreign exchange earnings and investment opportunities. Through campaigns such as the Destination Uganda bus initiative, officials hope to position the country as a leading destination for travelers seeking wildlife encounters, nature, culture and adventure in Africa.

As the branded double-decker bus begins its journey across Ottawa's streets, Uganda is banking on visibility, storytelling and cultural diplomacy to inspire more Canadians to discover the attractions that have earned the country its reputation as the Pearl of Africa.