The campaign, branded “Explore Uganda,” was unveiled by Uganda’s Ambassador to the Kingdom of Denmark Margaret M. Otteskov at Copenhagen Central Station, one of Scandinavia’s busiest transport hubs.
It features large-scale advertising across the city’s public transport network, highlighting Uganda’s key tourism attractions, including mountain gorillas, the Rwenzori Mountains, tree-climbing lions, diverse wildlife, cultural heritage sites, and traditional cuisine.
According to the Embassy of Uganda in Copenhagen Embassy of Uganda in Copenhagen, the Nordic region has been identified as a strategic market due to its high-spending travellers and strong interest in sustainable and nature-based tourism.
Ambassador Otteskov said the campaign is designed to connect Uganda with a discerning audience seeking authentic and environmentally conscious travel experiences.
“This campaign is about telling Uganda’s story to a discerning audience that values sustainability, authenticity, and meaningful travel experiences,” she said during the launch.
The initiative comes as Uganda’s tourism sector continues to recover and expand, supported by improving air travel figures through Entebbe International Airport.
Data from Entebbe International Airport shows that international passenger traffic rose to 2,243,104 in 2024, up from 1,932,094 in 2023, while international arrivals reached 1,117,412 in 2024.
Growth has continued into 2025, with 550,439 international arrivals recorded in the first half of the year, representing a 4.3 percent increase compared to the same period in 2024.
Officials say the Nordic campaign aligns with Uganda’s broader tourism strategy to diversify source markets beyond traditional regions, with Europe remaining a key contributor.
The Embassy said the campaign will be supported through collaboration with the Uganda Tourism Board, airlines, tour operators, and travel media to convert visibility into actual visitor numbers.
Uganda is positioning itself under the “Pearl of Africa” brand, promoting itself as a destination that combines wildlife, adventure, and cultural immersion in line with global trends in experiential tourism.