travel 23 May 2026 Daily Monitor (Uganda)
Ugandan Bikers to Tour 7 European Nations to Promote Tourism
Twenty professional Ugandan bikers are set to embark on a month-long tour across seven European countries, leveraging their journey to promote Uganda's tourism and cultural offerings as part of the "Explore Uganda" campaign. Source: https://www.monitor.co.ug/uganda/news/national/biking-for-the-pearl-ugandan-riders-embark-on-7-nation-european-tour-to-boost-tourism-5470848
In an innovative approach to global tourism promotion, the Uganda Bikers’ Association (UBA), in partnership with the Uganda Tourism Board (UTB), is launching an ambitious “Explore Uganda” campaign across Europe.
A contingent of 20 professional bikers will traverse seven European nations for a month, aiming to showcase Uganda’s attractions directly to potential tourists. This initiative marks a significant departure from traditional tourism promotion methods, opting for a more engaging and visible street-level approach.
The expedition was officially flagged off by UTB Chief Executive Officer, Juliana Kagwa, in Kampala, an event that also served as the closing ceremony for the Pearl of Africa Tourism Expo 2026. Kagwa expressed gratitude to the bikers for volunteering as cultural and tourism ambassadors, highlighting the critical role they play in boosting Uganda’s international appeal.
Equipped with promotional materials, digital content, and personal stories, the bikers will engage with the public, sharing what makes Uganda the “Pearl of Africa” and emphasizing its readiness to welcome visitors. While the specific seven countries remain undisclosed, the route is designed for maximum impact.
A notable stop on the itinerary is Italy, with plans for the team to visit Rome. Their schedule there includes meetings with the Ugandan Ambassador and an appearance at the Vatican.
Tonny Otoa, Vice President of UBA and team leader, articulated the association’s desire to “shock” new markets with their unique approach, having previously covered extensive ground across Africa. The team comprises professionals from various sectors, including corporate leaders, lawyers, and entrepreneurs, who will utilize their diverse skills and networks to promote Uganda’s tourism, coffee, and hospitality.
This European tour is part of a wider UBA strategy to maintain Uganda’s global visibility. The association also has teams engaged in promotional rides across Africa, with further expeditions planned for Zambia and South Africa.
This high-octane campaign seeks to significantly increase European tourist arrivals by blending the allure of motorcycling with strategic destination marketing.
Source: Daily Monitor (Uganda)