Uganda has launched a vibrant international advertising campaign in Italy, turning public transport buses into moving showcases of its famous wildlife in a bold push to attract more tourists.
The campaign, unveiled by Uganda’s Ambassador to Rome, Elizabeth Paula Napeyok, features eye-catching images of the country’s most iconic animals, including the mountain gorilla and the crested crane.
These visuals are now travelling through some of Italy’s busiest and most visited cities, bringing Uganda closer to millions of potential travellers.
The advertisements have been placed on buses operating in major cities such as Rome, Milan, Venice, and Florence.
As these buses move through crowded streets and popular tourist routes, they are expected to capture the attention of both locals and international visitors already exploring Italy.
According to Ambassador Napeyok, the goal is to spark curiosity and inspire people to consider Uganda as their next travel destination.
“Our buses will pass through famous places like St Peter’s Square, the Colosseum, and the main streets of Rome, Milan, Venice, and Florence,” she said.
“We estimate that this campaign will reach about 10 million people across Italy.
”
The timing of the campaign is strategic.
Italy is preparing for a surge in visitors during the Easter season, especially in Rome, where thousands of pilgrims and tourists gather for major religious events at the Vatican.
Ugandan officials believe this influx offers a perfect chance to promote the country to a global audience already in a travel mood.
By targeting travellers who are already exploring Europe, the campaign aims to encourage them to look beyond traditional destinations and discover what Uganda has to offer—from its rich wildlife and national parks to its unique culture and natural beauty.
Officials say this initiative is just the beginning.
It forms part of a broader, long-term strategy to increase Uganda’s visibility in Europe and strengthen its tourism sector.
“This is only the first step in a long-term effort to engage and inspire audiences for years to come,” Ambassador Napeyok explained.
Tourism remains one of Uganda’s key sources of foreign exchange, and campaigns like this are expected to support ongoing efforts to position the country as a must-visit destination on the global stage.
With its wildlife now rolling through the streets of Italy, Uganda is taking its message directly to the world—inviting millions to come and experience its beauty firsthand.
.
