Uganda Intensifies Tourism Campaign as Embassy-Led Drive Targets Russian Travellers

The Embassy of the Republic of Uganda in the Russian Federation has intensified its campaign to position Uganda as a premier tourism destination for the Russian market through a series of strategic promotional initiatives led by Uganda’s Ambassador to the Russian Federation, H.E. Moses Kizige.

 

The campaign, which began in November last year, is part of the Government of Uganda’s broader strategy to boost tourism by empowering its diplomatic missions to attract more international visitors from their countries of accreditation.

 

Speaking on behalf of the Embassy, Press Secretary Ms. Georgina Nakawombe said the mission is capitalising on changing travel trends, with many Russian travellers increasingly seeking new holiday destinations.

 

“We are targeting Russian travellers because they are looking for something new. Uganda has so much to offer, and its tourism diversity is immense. We have to put it out there,” Nakawombe said.

 

The Embassy’s first major promotional initiative brought eight prominent Russian influencers to Uganda on a familiarisation tour. During their visit, they explored Kidepo Valley National Park, experienced mountain gorilla trekking, and visited several other iconic attractions before sharing their experiences with millions of followers across Russia and other Russian-speaking countries.

 

According to Nakawombe, the digital campaign generated significant interest, including one Russian family that travelled to Uganda after watching the influencers’ content while holidaying in Kenya.

 

“The campaigns the government is funding are working. We have received a lot of positive feedback from Russian audiences,” she said.

 

Building on that success, the Embassy has shifted its focus to the luxury travel market by hosting six leading Russian travel agents and travel designers on a 10-day familiarisation tour of Uganda.

 

Their itinerary includes visits to Murchison Falls National Park, Queen Elizabeth National Park, Bwindi Impenetrable National Park for gorilla trekking, chimpanzee tracking experiences, Lake Bunyonyi, and the Kazinga Channel, giving them first-hand experience of Uganda’s premium tourism products.

 

On their first day in Uganda, the tour operators attended an exclusive signature dinner organised by the Embassy at The Lawns Restaurant in Kampala, renowned for its authentic Ugandan cuisine and game delicacies. The event introduced the guests to Uganda’s rich culinary heritage while showcasing the country’s culture, hospitality, and tourism potential.

 

The dinner brought together Russian travel professionals, Ugandan content creators and influencers, members of the media, and representatives from Uganda’s Ministry of Foreign Affairs. The event was coordinated by Feliz Travel in partnership with Forking Around Kampala, creating a platform to promote Uganda’s tourism offerings through food, culture, and networking.

Nakawombe said Uganda is promoting a complete tourism experience that extends beyond wildlife.

 

“Our food is part of our culture. We are selling the whole package—from culinary experiences and culture to safaris, music, and dance,” she said.

 

She added that the initiative forms part of a wider government effort to increase tourist arrivals and contribute to Uganda’s ten-fold economic growth strategy by expanding the country’s visibility across the Russian Federation and neighbouring markets, including Kazakhstan, Belarus, Uzbekistan, Mongolia, Georgia, and Moldova.

 

Since the campaign began, Uganda has welcomed about 1,500 Russian visitors, a figure Nakawombe described as encouraging for a programme that is still in its early stages.

 

She also encouraged Ugandans interested in visiting Russia to apply for visas through the Russian Embassy in Kampala, noting that Russia remains open to Ugandan travellers.

 

Nakawombe said growing tourism exchanges are strengthening bilateral relations between the two countries.

 

“When Russians come here and Ugandans go there, we are cementing the relationship. When people visit each other’s homes, share food, and experience each other’s cultures, they become more than friends—they become family,” she said.

 

The Embassy says it will continue rolling out promotional activities throughout the year to raise awareness of Uganda’s exceptional tourism offerings, including its breathtaking landscapes, abundant wildlife, adventure tourism, cultural heritage, and investment opportunities.