The Ministry of Tourism, Wildlife and Antiquities has launched the Explore Ankole Campaign, a four-day domestic tourism initiative running from March 26 to March 29, aimed at promoting travel within Uganda and showcasing the unique attractions of the Ankole sub-region.
The campaign forms part of the government’s strategy to boost domestic tourism following the slowdown caused by the COVID-19 pandemic.
Speaking at the launch, Principal Tourism Development Acting Commissioner Lyazi Vivian highlighted the shift in Uganda’s tourism strategy, noting the importance of domestic travelers in sustaining the sector during periods when international travel is restricted.
She cited previous campaigns, including tourism drives in the Elgon region, the Rwenzori area, and West Nile, which have already increased local visitor numbers.
“The goal of the Explore Ankole campaign is to showcase Uganda’s regional diversity and tourism potential,” Vivian said, adding that domestic tourism can emulate patterns in other countries where citizens travel within regions to experience cultural, natural, and industrial attractions.
The campaign’s schedule includes cultural tourism, agro-tourism, industrial tourism, nature tourism, and entertainment activities.
Participants will depart from Kampala on March 26, stopping at the Uganda Equator and visiting markets before arriving in Mbarara for an overnight stay.
On March 27, visitors will tour the Inspire Africa Coffee Park in Ntungamo District to learn about coffee production, processing, and tourism opportunities, and participate in a friendly football match and nightlife activities in Mbarara.
March 28 features the Ankole City Marathon, the official opening of the restored Mugaba Palace Heritage Site, and the Explore Uganda Concert showcasing local artists.
The final day, March 29, includes visits to Lato Milk Factory and Lake Mburo National Park before returning to Kampala.
The Inspire Africa Coffee Park offers visitors a complete coffee tourism experience, covering the entire value chain from plantations to processing and packaged products, alongside recreational facilities, accommodation units, and guided tours.
The Mugaba Palace Heritage Site, restored by the ministry, features cultural artifacts, historical exhibits, the royal drum Bagyendanwa, throne rooms, and other heritage displays, providing educational opportunities on Ankole’s pre-colonial and colonial history.
State Minister for Tourism Martin Mugarra Bahinduka emphasized the importance of domestic travel for sustaining Uganda’s tourism sector, which generated about $1.8 billion in revenue in 2025.
He noted that while domestic tourism is growing, much of it is for visiting relatives rather than leisure, and encouraged Ugandans to explore the country’s attractions for leisure and learning.
“Travel is not only for foreigners or a few adventurous people. Take time off with your families and explore this beautiful country,” the minister said, urging citizens to support tourism and benefit the wider economy, including agriculture, transport, hospitality, and entertainment.
Through cultural experiences, nature tours, industrial visits, and entertainment events, the Explore Ankole campaign seeks to strengthen domestic tourism, making Uganda’s tourism industry more resilient and sustainable.