PEARL OF AFRICA GOES NORDIC: ‘Explore Uganda’ Campaign Hits Denmark’s Streets

COPENHAGEN, DENMARK – The Uganda Embassy in Copenhagen has intensified destination marketing efforts in the Nordic region through the launch of the “Explore Uganda” outdoor advertising campaign across key public transport routes in Copenhagen.

The campaign was officially launched by Uganda’s Ambassador to the Kingdom of Denmark, H.E. Margaret M. Otesskov, at Copenhagen Central Station, marking a significant milestone in Uganda’s efforts to position itself as a premier tourism destination for Danish and Nordic travelers.

The strategic campaign aims to increase destination awareness among travelers seeking authentic, sustainable and experiential tourism opportunities beyond traditional travel destinations. The Nordic market represents a high-value travel segment characterized by strong spending power, a preference for nature-based tourism, environmental consciousness, and growing interest in adventure and cultural experiences.

Through prominent outdoor advertising placements across Copenhagen’s transport network, Uganda will enjoy continuous visibility among thousands of daily commuters and potential travelers. The campaign highlights Uganda’s unique tourism attractions, including the world-famous mountain gorillas, the snow-capped Rwenzori Mountains, tree-climbing lions, diverse wildlife, vibrant cultural heritage, and distinctive culinary experiences.

The campaign comes at a time when Uganda’s tourism and aviation sectors are recording strong growth. Entebbe International Airport handled 2,243,104 international passengers in 2024, an increase from 1,932,094 passengers in 2023. International arrivals reached 1,117,412 in 2024, reflecting strong recovery and growing demand for travel to Uganda.

In the first half of 2025 alone, Entebbe International Airport recorded 550,439 international arrivals, representing a 4.3 percent increase compared to the same period in 2024. These trends reflect Uganda’s growing attractiveness as a tourism, business, and conference destination.

Uganda continues to diversify its tourism source markets, with Europe remaining an important contributor to visitor arrivals. The Embassy’s Nordic marketing initiative is expected to further strengthen awareness of Uganda as “The Pearl of Africa” and encourage more travelers from Denmark, Sweden, Norway, Finland, and Iceland to choose Uganda for adventure, wildlife, culture, and nature-based tourism experiences.

The Embassy will continue working closely with the Uganda Tourism Board, tour operators, airlines, travel media, and strategic partners across the Nordic region to promote destination Uganda and facilitate increased tourism arrivals.

“Explore Uganda – The Pearl of Africa.”