The Uganda Tourism Board (UTB) has partnered with the Uganda Bikers Association to launch a cross-border motorcycle campaign aimed at promoting Uganda as a leading tourism destination under the “Explore Uganda” brand.
The initiative will see more than 20 Ugandan motorcyclists travel across selected European cities in a two-week tour designed to market Uganda through experiential storytelling, live engagement and digital content creation.
UTB Executive Director Julian Kaggwa said the campaign represents a shift from traditional tourism promotion methods to more dynamic and attention-grabbing strategies that position Uganda competitively in global markets.
“They realised they can actually bike with a purpose, and what better or bigger purpose than exporting a brand called Uganda,” Kaggwa said.
He said the partnership reflects UTB’s broader strategy to “export the Uganda brand” through unconventional marketing approaches that create visibility and engagement in key tourism source markets.
“We immediately came on board and started discussing what we need to do in order to amplify the message of Uganda and invite international travellers to come and experience the Pearl of Africa,” he added.
Kaggwa said the bikers will serve as tourism ambassadors as they ride through Europe, showcasing Uganda’s culture, landscapes and tourism experiences while engaging international audiences through digital platforms.
He noted that the campaign is designed to combine live storytelling, branded messaging and real-time content sharing to increase global awareness of Uganda as a travel destination.
According to UTB, the bikers will be supported with structured messaging and promotional content aligned to the national “Explore Uganda” campaign.
“We are going to provide and facilitate them with content and messaging that drives Explore Uganda,” Kaggwa said.
He added that while UTB has previously conducted tourism roadshows in Europe and other international markets, the motorcycle campaign represents a new and more disruptive approach to destination marketing.
“This is the first of its kind. We have never gone with a bikers association,” he said.
Kaggwa argued that experiential marketing remains one of the most effective tools for building destination visibility and influencing travel decisions.
“What is more disruptive and attention-grabbing than a group of Ugandans riding through your city?” he said.
The campaign will feature Ugandan riders, including women, who will act as visible ambassadors of Uganda’s tourism potential as they traverse selected European routes.
UTB said the initiative is expected to generate increased media coverage, digital engagement and public curiosity about Uganda, ultimately boosting consideration of the country as a tourism destination.
The Uganda Bikers Association said the tour will run from June 23 to July 2, covering six European countries over six days and travelling more than 1,000 kilometres.
Speaking at the flag-off event, Uganda Bikers Association President Angella Ssemukutu said the campaign aims to promote Uganda’s culture, heritage, landscapes and people directly to international audiences.
“We are here with the Uganda Tourism Board to flag off our partnership as we trip to Europe, which we are calling Explore Uganda,” Ssemukutu said.
She said the bikers will engage audiences in Europe with the message that Uganda offers experiences that go beyond what is portrayed in international media.
“We are telling Europe that they should come and explore Uganda,” she said. “They need to experience the beauty, the heritage, the culture and the people of Uganda. There is more to what you just see on TV.”
Ssemukutu said the bikers will act as mobile tourism ambassadors, using branded gear and coordinated messaging to promote Uganda throughout the tour.
“When you look at our jackets, they are telling people to explore Uganda,” she said.
The campaign is part of UTB’s broader strategy to diversify tourism promotion efforts and strengthen Uganda’s visibility in highly competitive international tourism markets through innovative and experiential approaches.