COPENHAGEN, DENMARK
Uganda Embassy Copenhagen launched a strategic outdoor marketing campaign to raise Uganda’s profile as a leading tourism destination in the Nordic region. Officially unveiled by Ambassador Margaret M. Otesskov at Copenhagen Central Station, the “Explore Uganda” campaign features branded buses and metro advertising across key public transport routes throughout the Danish capital.
Speaking at the launch, Amb. Otesskov said: “The Nordic people value authenticity, sustainability, and nature. Uganda offers all three in abundance. With our branded buses moving through Copenhagen every day, we are putting the Pearl of Africa directly in front of thousands of commuters. This is about making Uganda visible, accessible, and unforgettable.” The Embassy’s initiative targets the Nordic market, which is recognized for high-value travellers with strong spending power and a growing appetite for sustainable, nature-based, and experiential tourism.
Denmark, Sweden, Norway, and Finland have historically contributed over 15,000 visitors to Uganda annually, with steady growth recorded prior to 2020 and renewed interest post-2022. Uganda’s mission in Denmark, alongside concurrent accreditation to Sweden, Norway, Finland, and Iceland, provides a strong diplomatic base. Cooperation between Uganda and the Nordic countries already extends to development, green energy, and conservation, creating natural synergies for tourism promotion.
Through the deployment of fully branded buses and transit ads, the Embassy is ensuring daily, high-visibility exposure for Uganda among Copenhagen’s commuters and visitors. The campaign highlights the country’s most distinctive experiences, including the mountain gorillas of Bwindi and Mgahinga, the snow-capped Rwenzori Mountains, the rare tree-climbing lions of Queen Elizabeth National Park, and Uganda’s rich biodiversity, cultural heritage, and cuisine.
By showcasing these assets on moving branded buses, the Embassy aims to attract Nordic travellers seeking authentic and responsible tourism experiences beyond traditional circuits. The campaign represents an important step in Uganda’s broader strategy to diversify its tourism source markets. With continued engagement through the Uganda Embassy in Copenhagen and partnerships across the region, Uganda is positioning itself as Africa’s most compelling destination for adventure, wildlife, culture, and nature.
