Ugandan bikers set for European tour to market ‘Explore Uganda’ campaign
Uganda’s tourism promotion drive is revving into high gear, with a team of local bikers set to embark on a cross-continental expedition aimed at marketing the country to European audiences. In partnership with the Uganda Tourism Board (UTB), the Uganda Bikers Association will undertake a 1,000-kilometre motorcycle tour across six European countries under the banner […] The post Ugandan bikers set for European tour to market ‘Explore Uganda’ campaign appeared first on Daily Star.
Black News 
Uganda’s tourism promotion drive is revving into high gear, with a team of local bikers set to embark on a cross-continental expedition aimed at marketing the country to European audiences.
In partnership with the Uganda Tourism Board (UTB), the Uganda Bikers Association will undertake a 1,000-kilometre motorcycle tour across six European countries under the banner “Pearl on the Wheels.”
The campaign will see 15 riders traverse Germany, Italy, France, Switzerland, Austria, and Luxembourg, beginning June 22, 2026, as part of a broader effort to showcase Uganda’s tourism potential, culture, and road safety message on the global stage.
The riders’ route includes a symbolic passage through the iconic Mont Blanc Tunnel, with key stopovers planned in Austria and Munich, Germany, where they will engage the Ugandan diaspora and diplomatic missions.
Germany, in particular, is expected to be a focal point of the tour, given its global reputation in motorcycle engineering and its association with BMW, one of the world’s leading motorcycle manufacturers.
Speaking at a press conference at Sheraton Hotel Kampala, Angella Ssemukuttu said the expedition is anchored on a clear mission—to take Uganda’s tourism message directly to international audiences.
“We are heading to Europe with a clear purpose: to promote the ‘Explore Uganda’ campaign,” she said.
“As bikers, we are using our machines as tools to invite the European community to discover Uganda’s unique beauty—from our warm hospitality and vibrant culture to our rich cuisine.”
The team is expected to arrive in Milan on June 23 before setting off on the first leg of the journey to Chamonix, France—a stretch of about 220 kilometres designed to help riders adjust to the terrain and weather conditions.
“We are revved up, ready, and rolling. This is not just about the thrill of the ride, but about carrying Uganda’s story beyond our borders,” Ssemukuttu added.
Beyond tourism promotion, the bikers will also use the platform to amplify social messages around environmental conservation, HIV prevention, cancer awareness, and road safety.
“We are advocating for responsible riding and reminding people that the road is a shared space,” she said.
UTB Chief Executive Officer Juliana Kaggwa described the initiative as an innovative approach to destination marketing, noting that it reflects a growing trend of experiential and purpose-driven tourism promotion.
“This is a group of passionate Ugandans who have turned their love for biking into a vehicle for national branding. What bigger purpose is there than exporting the Uganda brand?” Kaggwa said.
She added that UTB quickly embraced the initiative, providing the riders with promotional content and institutional support to amplify the “Explore Uganda” message along their route.
Kaggwa further revealed that the official flag-off will be held during the Pearl of Africa Tourism Expo, with the bikers expected to leverage digital storytelling and social media to reach wider global audiences.
Frank Nigel Othembi, one of the organisers, said the association plans to institutionalise the European tour as an annual event, with ambitions to expand to the United Kingdom and the United States in the coming years.
“We are excited about the journey ahead. It’s about doing what we love, but more importantly, it’s about selling Uganda to the world,” Othembi said.
The post Ugandan bikers set for European tour to market ‘Explore Uganda’ campaign appeared first on Daily Star.
