Uganda Tourism Board (UTB) unveiled the “Uganda Bikers to Europe” campaign at the 10th edition of the Pearl of Africa Tourism Expo (POATE 2026), aiming to position the country as Africa’s next top destination for cycling and adventure tourism.
The campaign was launched over the weekend on the final day of POATE 2026 by the UTB’s CEO, Juliana Kagwa, together with members of the private sector at Speke Resort Munyonyo, drawing tour operators, bikers, and travel media from across Europe and East Africa.
The bikers are expected to move across seven European countries, including France, Switzerland, Italy, Austria, and Germany among others while showcasing the Pearl of Africa to international audiences.
While flagging off the team, Juliana Kagwa, said the exchange is designed to build direct relationships with European tour operators while giving Ugandan riders firsthand exposure to mature cycling markets.
“We are moving from promoting Uganda with brochures to promoting it with people. These cyclists are ambassadors. When they ride in Europe, they carry Uganda’s story with them, and when they return, they bring back skills and networks that will help us host European cyclists here,” she noted.
Kagwa further explained that in partnership with the Uganda Bikers Association, UTB aim to take the Explore Uganda brand beyond borders, with the bikers serving as moving billboards in Europe promoting Uganda as a premier adventure tourism destination.
Tony Otoa, the Vice President of the Uganda Bikers Association, said that the Pearl of Africa is now ready for the world, offering Ugandan stories, culture, hospitality, and adventure.
“We are not just riding motorcycles across continents, but also carrying Uganda’s story to the world. Through our passion, unity, and adventure, we want to showcase the beauty, history, and spirit of our country while inspiring stronger connections beyond our borders,” he emphasised.
Tourism stakeholders at POATE said the campaign could attract a high-value, low-impact segment of travellers, especially from Germany, the Netherlands, and the UK, where cycle tourism is a multi-billion euro market.
While the main campaign focuses on bringing European cyclists to Uganda, UBT said sending Ugandan bikers first helps build credibility and direct relationships with operators.
Stakeholders believe the expedition could become one of the country’s most memorable tourism marketing activations, demonstrating a new model where destinations are promoted through direct engagement and lived storytelling, as the bikers begin their journey across Europe carrying Uganda’s flag.
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