KAMPALA. A convoy of 20 professional Ugandan bikers is set to embark on a tour to market the country in seven European countries.
The month-long European tour starts in the second week of June. Moving away from traditional indoor tourism expos and boardroom conferences, the riders will hit the tarmac to pitch Uganda’s unique attractions directly to the European public.
The expeditionary team was officially flagged off by UTB Chief Executive Officer, Juliana Kagwa, at the Commonwealth Convention Centre in Munyonyo, Kampala on Saturday ,May 23,2026. The high-profile send-off served as a grand finale to the Pearl of Africa Tourism Expo (POATE) 2026, signaling a new, aggressive era in Uganda’s destination marketing strategy.
Originally launched to revive domestic tourism and encourage citizens to discover their own backyard, the “Explore Uganda” destination brand has rapidly evolved. Over the last few years, UTB has systematically scaled the campaign to regional and international markets. This upcoming European tour marks its most adventurous iteration yet.
During the flag-off ceremony, Kagwa praised the riders for volunteering as cultural and tourism ambassadors, emphasizing the high expectations riding on their shoulders.
“We are here to collaborate and coordinate efforts on exporting a brand called Explore Uganda,” Kagwa stated. “On behalf of the Uganda Tourism Board and every citizen you will be representing as you ride through Europe, we want to say thank you for taking our flag and accepting to fly it high. We are asking you to ensure that you come back with possibly double or triple in tourism arrivals.”
The bikers will travel equipped with promotional merchandise, media content, and firsthand testimonies to share with the crowds they encounter along their route.
“You’ll be going to about seven countries in Europe giving out stories, giving out merchandise, and explaining to Europeans what makes Uganda unique—what makes us the Pearl of Africa. You will be telling them that we are open and ready to receive them,” Kagwa added.
While the full list of the seven destination countries remains under wraps, organizers confirmed that the route has been meticulously planned to maximize visibility.
One of the definitive highlights of the tour will be a stopover in Italy. The team is scheduled to ride into Rome for a packed day of engagements, which will include a high-profile meeting with the Ugandan Ambassador to Italy and an appearance at the Vatican to see the Pope.
Tonny Otoa, the Vice President of the Uganda Bikers’ Association and the expedition’s team leader, expressed immense pride in the mission. He noted that while the association has spent years traversing the African continent, taking the campaign to Europe is a deliberate move to “shock” and captivate a critical source market for global tourism.
“Uganda Bikers is a group of very responsible riders who have ridden across Africa for years,” Otoa explained. “This time around, we said, why don’t we go to Europe? Why don’t we shock those Mzungus [foreigners]? Instead of sitting in conventional conferences, let’s go with our bikes and tell them we are here.”
The 20-man contingent is not just composed of adventure seekers; it comprises corporate and corporate-adjacent professionals from various fields—including corporate executives, lawyers, and entrepreneurs—who are leveraging their diverse skill sets to sell Uganda.
Otoa emphasized that the team will utilize their professional networks and digital content creation skills to document the journey in real-time, ensuring maximum digital footprints for the “Explore Uganda” brand.
“Riding is our passion, and sending Uganda to the world is our passion,” Otoa said. “We have decided to make sure that we do not only stop talking about Uganda in the most basic ways, but use our different skills, passions, and stories to tell the Ugandan story. We will speak about our good tourism, our premium coffee, and more importantly, the hospitable people of Uganda.”
The team has already established contact with several Ugandan embassies across Europe to coordinate receiving ceremonies, press briefings, and cultural showcases along the highways.