In a bold move to boost tourism from the Nordic region, Uganda has inaugurated a vibrant outdoor advertising campaign in Copenhagen. This initiative, aptly named “Explore Uganda,” seeks to tap into the increasing fascination with nature-based and experiential travel, positioning the East African nation as a premier destination for intrepid travelers.
The campaign was formally unveiled at Copenhagen Central Station by Uganda’s Ambassador to Denmark, HE Margaret Otesskov. Prominent outdoor advertisements now grace key public transport routes throughout the Danish capital, ensuring that the allure of Uganda captures the attention of many.
At the launch event, Ambassador Otesskov emphasized the significance of this campaign, noting its role in elevating Uganda’s profile among Denmark’s tourists. “This marks a pivotal moment in our efforts to present Uganda as a top-tier destination for Nordic travelers,” she stated.
The embassy highlighted that the Nordic market is particularly valuable for Uganda’s tourism sector, known for its visitors’ robust spending power, environmental awareness, and preference for experiences that delve into nature, culture, and adventure.
Through this campaign, Uganda will showcase its renowned attractions, which include the majestic mountain gorillas, the breathtaking Rwenzori Mountains, the unique tree-climbing lions, a wealth of wildlife experiences, rich cultural heritage, and delectable local cuisine.
The embassy stressed that the goal is to heighten awareness of Uganda as a destination among those seeking authentic, sustainable, and experience-driven travel opportunities.
This tourism initiative comes at a time when Uganda’s aviation and tourism sectors are experiencing significant growth. According to recent statistics, Entebbe International Airport welcomed 2.24 million international passengers in 2024, a notable increase from 1.93 million in 2023. Moreover, the first half of 2025 saw international arrivals rise by 4.3%, totaling 550,439 compared to the same period the previous year.
These figures reflect Uganda’s ascending popularity as a hub for tourism, business, and conferences. Europe remains a critical market for the country’s tourism sector, and officials are optimistic that the Nordic campaign will enhance Uganda’s reputation as the “Pearl of Africa” among travelers from Denmark, Sweden, Norway, Finland, and Iceland.
The embassy expressed commitment to continuing its collaboration with the Uganda Tourism Board, tour operators, airlines, travel media, and strategic partners across the Nordic region. Together, they aim to promote the breathtaking allure of Uganda and facilitate an increase in tourism arrivals.
This campaign is an integral part of Uganda’s broader strategy to diversify its tourism source markets and attract a wider international audience through targeted marketing initiatives.
