In a spirited ceremony held at Speke Resort Munyonyo on the sidelines of the Pearl of Africa Tourism Expo (POATE) 2026, Uganda Tourism Board (UTB) CEO Juliana Kagwa, alongside members of the private sector, flagged off a team of Ugandan bikers setting out on a landmark journey across six European countries to promote Uganda as a premier adventure tourism destination.
The flag-off marked the launch of the Uganda Bikers Association Europe Tour, an initiative that brings together the thrill of motorcycle adventure and the power of destination marketing in a bold and unconventional format.
The bikers, who will traverse multiple European nations, are set to serve as moving ambassadors for the Pearl of Africa, carrying the Uganda brand directly to international audiences across major cities and open roads on the continent.
The bikers, who will traverse multiple European nations, are set to serve as moving ambassadors for the Pearl of Africa, carrying the Uganda brand directly to international audiences across major cities and open roads on the continent.
Speaking at the ceremony, UTB CEO Juliana Kagwa underscored the significance of the initiative in extending Uganda’s tourism reach beyond its borders.
The flag-off reflects UTB’s commitment to innovative partnerships that amplify the ExploreUganda brand in markets where traditional campaigns can only go so far.
By putting Ugandan bikers on European roads, the initiative transforms every kilometre into an opportunity to spark curiosity and conversation about Uganda as a travel destination.
The flag-off reflects UTB’s commitment to innovative partnerships that amplify the ExploreUganda brand in markets where traditional campaigns can only go so far.
By putting Ugandan bikers on European roads, the initiative transforms every kilometre into an opportunity to spark curiosity and conversation about Uganda as a travel destination.
The tour is a product of a partnership between UTB and the Uganda Bikers Association, designed to leverage the visibility and community appeal of motorcycle culture to promote Uganda’s tourism offerings to European audiences.
As the bikers ride through six countries, they will carry Uganda’s message of adventure, natural beauty, cultural richness, and warm hospitality to audiences who encounter them along the way.
As the bikers ride through six countries, they will carry Uganda’s message of adventure, natural beauty, cultural richness, and warm hospitality to audiences who encounter them along the way.
Tony Otoa, Vice President of the Uganda Bikers Association, captured the spirit of the journey in his remarks at the flag-off.
“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,” Otoa said.
The timing of the tour, launching at POATE 2026, is deliberate. With Uganda’s tourism sector in full momentum and the ExploreUganda brand gaining traction across global platforms, the Europe Tour adds a grassroots, human dimension to the country’s destination marketing efforts.
The bikers represent not only the adventurous spirit that defines Uganda’s tourism offering but also the growing confidence of Ugandan creatives and communities in telling their own story on the world stage.
The bikers represent not only the adventurous spirit that defines Uganda’s tourism offering but also the growing confidence of Ugandan creatives and communities in telling their own story on the world stage.
As the convoy rolled out of Speke Resort Munyonyo to applause from attendees, the message was clear: Uganda’s story is no longer waiting to be discovered. It is riding to meet the world.
