- Kampala, Uganda
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Uganda’s tourism stakeholders led by the Ministry of Tourism Wildlife and Antiquities (MTWA) officially launched the Explore Ankole Campaign on 10th March 2026 at Fairway Boutique Hotel Kampala, bringing together government agencies, tourism associations, private sector players, and media houses to promote domestic tourism in the Ankole region.
The campaign is scheduled to take place from 26th to 29th March 2026 and aims to encourage Ugandans to explore the country’s diverse tourism offerings while strengthening regional tourism circuits.
The launch attracted several stakeholders including representatives from the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), Ministry of Finance Planning and Economic Development (MoFPED), Association of Uganda Tour Operators (AUTO), Uganda Tourism Association (UTA), Women in Tourism Uganda, Inspire Africa Group, Mbarara City Marathon, and Rwenjeru Agro Tourism Farm, among others.
Media houses such as New Vision, Daily Monitor, UBC, Bukedde TV and other national media outlets were also present to cover the event.
During the launch, Senior Tourism Officer Muwonge Umar welcomed participants and presented the official Explore Ankole program, highlighting the importance of domestic tourism in driving Uganda’s tourism recovery and sustainable growth.
He emphasized that the campaign is designed to showcase the unique tourism experiences in the Ankole region, including agro-tourism, nature-based tourism, culture, sports tourism and community tourism.
The Explore Ankole experience will run for four days, taking participants through several tourism destinations across western Uganda.
Participants will depart from Kampala and make a stopover at the Equator at Kayabwe, one of Uganda’s iconic tourism landmarks. There are plans by the government to further develop the Equator site into a stronger tourism attraction.
The second day will focus on agro-tourism and nature-based tourism, with participants visiting the Inspire Africa Group Coffee facility in Ntungamo.
This experience will highlight Uganda’s coffee value chain and demonstrate the growing potential of coffee tourism in Uganda.
The day will conclude with a friendly football match between the Inspire Africa Group team and the Explore team, adding a community engagement aspect to the campaign.
Activities on the third day will take place in Mbarara City and will include several major attractions:
Mbarara City Marathon
Opening of Mugaba Palace
Explore Uganda Cultural Concert
The concert will be held at Mugaba Palace and will feature performances from popular gospel artists including Pastor Twina Herbert, Pastor Wilson Bugembe, and T-Paul, among others.
The final day of the campaign will feature a visit to Rwenjeru Agro Tourism Farm, where participants will explore community-based tourism and agricultural tourism experiences that highlight rural livelihoods and sustainable tourism practices.
Speaking at the launch, the Acting Commissioner for Tourism Development noted that the Explore Uganda campaigns were introduced after the COVID-19 pandemic as part of the government’s strategy to revive the tourism sector and encourage Ugandans to travel within their own country. She explained that previous Explore campaigns have already demonstrated a positive impact by stimulating domestic travel and increasing awareness of Uganda’s diverse tourism destinations. The Commissioner further highlighted that promoting domestic tourism plays an important role in achieving the objectives of Uganda’s National Development Plan IV (NDP IV) by stimulating economic growth, supporting tourism enterprises, and creating employment opportunities across the country.
The Explore Ankole campaign is expected to further strengthen Uganda’s tourism value chain by showcasing the unique experiences found in western Uganda, including agro-tourism, cultural heritage, sports tourism, and entertainment. Through collaboration between government institutions, tourism stakeholders, the private sector, and the media, the campaign aims to inspire more Ugandans to discover and appreciate the beauty and richness of their own country. Western Uganda remains one of the most scenic and culturally rich regions in Uganda, offering visitors a variety of authentic experiences ranging from coffee farms and rural agro-tourism to vibrant cities and cultural heritage sites. Initiatives such as Explore Ankole therefore play a critical role in strengthening Uganda’s domestic tourism market while positioning the country as a year-round destination for both local and international travelers