Uganda has launched an influencer-driven tourism promotion strategy through its diplomatic missions abroad, partnering with content creators from the United States, South Africa, France, and Spain to showcase the country’s attractions on social media platforms, per Monitor.

The initiative, coordinated by the Ministry of Foreign Affairs in collaboration with the Uganda Tourism Board and Uganda’s Embassy in France, aims to position the East African nation among the world’s top tourism destinations.

“The initiative was basically designed to increase awareness of Uganda in Europe – a continent regarded as one of the best markets for tourism,” Doreen Ruth Amule, Ugandan Ambassador to Paris, stated after leading the eight media influencers on a five-day familiarization trip.

Diplomatic Strategy

Uganda’s diplomatic missions are pivoting toward commercial and economic diplomacy, according to Paul Amoru, Ugandan Ambassador to Pretoria. “All our missions abroad continue to protect Uganda’s image, provide consular services, and to expand Uganda’s economy,” Amoru said.

The approach mirrors recent initiatives in other regions, such as Shanghai’s policy package offering incentives up to 10 million yuan ($1.4 million) to transform China into a global digital content creation hub while boosting tourism.

Unique Experiences

The international content creators experienced Uganda’s attractions firsthand, from gorilla trekking in Bwindi Impenetrable Forest and wildlife safaris in Queen Elizabeth National Park, to participating in the Rwenzori Marathon.

Chad Nathan, an American musician, content creator, and author, described the Rwenzori as “probably one of the hardest marathons I’ve ever done in my life … But it was amazing just running through the place, seeing the smiles of the locals and all the kids running with us.”

TANKE, the media agency contracted to deliver the campaign, praised Uganda’s environmental conservation efforts, which strengthen its reputation as an eco-friendly destination according to CEO Ertan Anadol.