The Ministry of Tourism, Wildlife and Antiquities (MTWA) has launched the Explore Ankole campaign, a flagship domestic tourism initiative aimed at showcasing the rich cultural heritage, natural attractions, and investment opportunities in the Ankole sub-region.
Speaking during the launch, Vivian Lyazi, Commissioner for Tourism Development at the Ministry of Tourism, Wildlife, and Antiquities, said the campaign is part of the government’s broader strategy to strengthen domestic tourism following disruptions caused by the COVID-19 pandemic.
“The Explore Uganda campaigns were introduced to encourage Ugandans to rediscover their own country. During the pandemic, international travel declined significantly, prompting us to rethink our marketing strategies and focus more on domestic tourism,” Lyazi noted.
He highlighted that similar regional campaigns, including those in Elgon, West Nile, Busoga, and other parts of the country, have already yielded positive results, attracting large numbers of Ugandans to previously underexplored destinations.
The Explore Ankole expedition will run from 26th to 29th March, taking participants from the country’s capital, Kampala to several tourism sites in western Uganda.
The itinerary will feature cultural, agro, industrial, and nature-based activities, crowned by nightlife experiences. Activities will include visits to the Equator landmark, the Africa Coffee Park, participation in the Mbarara City Marathon, and a drive through Lake Mburo National Park.
A major highlight of the campaign will be the official opening of the Mugaba Palace, a restored cultural heritage site that reflects the history and traditions of the Ankole Kingdom.
Commissioner for Museums and Monuments Jackie Nyirakiiza Besigye said the restoration of the palace forms part of the ministry’s efforts to diversify Uganda’s tourism products through cultural heritage conservation. The site will feature historic royal artefacts, traditional drums, throne rooms, and educational exhibits designed to promote cultural learning.
State Minister for Tourism Martin Mugarra Bahinduka called on Ugandans and the private sector to actively promote domestic travel.
“Tourism remains a key driver of Uganda’s economy. By exploring our own destinations, we support local businesses, create jobs, and strengthen the sector’s resilience,” he said.
The Ministry urged the public, tourism stakeholders and media to take part in the campaign and experience the diverse attractions that make the Ankole region a unique destination within Uganda’s tourism landscape.
