Uganda has intensified efforts to attract more visitors from Northern Europe through the launch of an outdoor advertising campaign across key public transport routes in Denmark's capital, Copenhagen.
The "Explore Uganda" campaign was officially unveiled at Copenhagen Central Station by Uganda's Ambassador to Denmark, Margaret M. Otesskov, as part of broader efforts to position Uganda as a leading tourism destination for travelers from the Nordic region.
The initiative seeks to raise awareness of Uganda among Danish and Nordic tourists looking for authentic, sustainable and experience-driven travel destinations.
The Nordic market is considered a high-value tourism segment due to its strong purchasing power, preference for nature-based tourism, environmental awareness, and growing appetite for adventure and cultural experiences.
The campaign features prominent advertisements across Copenhagen's transport network, providing Uganda with visibility among thousands of daily commuters and potential travelers.
Promotional materials showcase some of Uganda's flagship attractions, including mountain gorillas, the Rwenzori Mountains, tree-climbing lions, diverse wildlife, rich cultural heritage, and unique culinary offerings.
The campaign comes amid continued growth in Uganda's tourism and aviation sectors. According to official figures, Entebbe International Airport handled 2.24 million international passengers in 2024, up from 1.93 million in 2023. International arrivals reached 1.12 million in 2024, reflecting growing demand for travel to Uganda.
In the first half of 2025, the airport recorded 550,439 international arrivals, representing a 4.3 percent increase compared to the same period in 2024, further underscoring Uganda's rising appeal as a tourism, business and conference destination.
Europe remains one of Uganda's key tourism source markets, and officials say the Nordic campaign is expected to boost awareness of Uganda as the "Pearl of Africa" and encourage more travelers from Denmark, Sweden, Norway, Finland and Iceland to visit the country.
The Uganda Embassy in Copenhagen said it will continue working with the Uganda Tourism Board, airlines, tour operators, travel media and other strategic partners to strengthen destination marketing efforts and support increased tourism arrivals from the region.
