ROME, Italy — The Uganda Embassy in Rome has rolled out a high-profile tourism campaign across Italy, deploying branded buses in major cities to highlight the country’s wildlife, landscapes, and cultural attractions to millions of European travellers.
The campaign features vibrant imagery of Uganda’s natural wonders on the backs of buses moving through Rome, Milan, Venice, and Florence. Ambassador Elizabeth Paula Napeyok said the strategic placement ensures the campaign reaches both Italian residents and the influx of international tourists visiting for the Easter season.
“The transit ads will pass iconic landmarks such as the Colosseum and the Roman Forum, giving Uganda a highly visible presence during one of Italy’s busiest travel periods,” Ambassador Napeyok said. Officials project that the campaign will reach at least 10 million people nationwide.
This initiative is part of Uganda’s broader economic diplomacy, where foreign missions actively market the country’s tourism and commercial potential. By targeting Italy—a key market for high-spending European travellers—the government hopes to diversify source markets and increase visitor arrivals.
The campaign aligns with Uganda’s Tenfold Growth Strategy, which seeks to grow the economy from $50 billion to $500 billion by 2040. Tourism is a central pillar of this plan, driving foreign exchange earnings, private investment, and job creation. In 2024, the sector contributed about 5.7% of GDP, generating 4.8 trillion Ugandan shillings and supporting over 800,000 jobs in hospitality and transport.
The Italian bus campaign is the first in a series of initiatives by the Uganda Mission in Rome to reposition the country as a must-visit destination. It follows increased European outreach, including recent participation in travel trade fairs in Berlin and the Benelux region, aimed at boosting Uganda’s share of the global tourism market.
