ENTEBBE – The Uganda Wildlife Authority (UWA), in partnership with the Uganda Tourism Board (UTB), has launched a nationwide domestic tourism campaign aimed at inspiring more Ugandans to explore the country’s rich wildlife heritage and positioning young people as ambassadors for conservation and tourism.
The campaign was officially flagged off on Monday at the Uganda Wildlife Education Centre (UWEC) in Entebbe, where a team of journalists, digital content creators and social media influencers embarked on a familiarisation tour of some of Uganda’s most iconic protected areas ahead of Open Park Days 2026, scheduled for September 25–27.
The initiative forms part of the broader Explore Uganda campaign, which seeks to increase domestic tourism by encouraging citizens to discover the country’s natural attractions while strengthening appreciation for wildlife conservation.
This year’s Open Park Days will feature five renowned conservation destinations: Murchison Falls National Park, Queen Elizabeth National Park, Lake Mburo National Park, Kidepo Valley National Park, and Pian Upe Wildlife Reserve. The event is expected to offer thousands of Ugandans an opportunity to experience the country’s diverse wildlife, breathtaking landscapes and conservation success stories.
Speaking during the flag-off ceremony, UWA Acting Executive Director Charles Tumwesigye said the campaign represents a deliberate effort to place Ugandans, particularly Generation Z, at the centre of promoting the country’s tourism potential.
“For a long time, many people have left wildlife tourism for the white man, yet we as Ugandans also need to enjoy these resources. They are for us,” Tumwesigye said.
He challenged the participating digital creators to use their online platforms to showcase Uganda’s unique tourism experiences and inspire fellow Ugandans to visit the country’s protected areas.
“We have been missing this vibe from Gen Z, and here you are. We know you have a lot of followers on Twitter, Instagram and other social media platforms. We are giving you this opportunity to go into the national parks. Go, see, capture and tell. Those are the key words,” he added.
Tumwesigye explained that the familiarisation expedition is designed to equip content creators with first-hand experiences that will enable them to produce authentic stories highlighting Uganda’s wildlife, conservation efforts and adventure tourism.
He noted that Open Park Days will initially be piloted in selected conservation areas before being expanded to more parks in future editions based on public response.
UWA Commissioner for Tourism and Business Development Dorcus Rukundo Twesigomwe described the participating journalists and influencers as trusted ambassadors capable of transforming public perceptions about domestic tourism.
“You are the owners of this country. You should know it, enjoy its beauty and pass that experience on to other Ugandans,” she said.
Twesigomwe urged Ugandans from all regions to embrace Open Park Days as an opportunity to reconnect with their natural heritage while supporting conservation through increased domestic tourism.
Uganda Tourism Board Chief Executive Officer Juliana Kagwa encouraged the participating creators to use innovation and storytelling to demonstrate that tourism belongs to every Ugandan.
“You are innovating and showing other young Ugandans your age that tourism is for all of us. This country belongs to all of us. It is not for one man or two women. It is for all of us,” Kagwa said.
She said the Explore Uganda campaign is built around creating memorable experiences rather than simply showcasing scenic destinations.
“Explore Uganda is about the feeling. It is not just the sights and the sounds. It is the feeling. We are excited to see the content you will be creating. Tweet, vlog, blog and even call us while you are there. Tell us what you are feeling because that is what we are selling,” she said.
Kagwa expressed confidence that the stories produced during the tour would inspire thousands of Ugandans to discover attractions many have only seen through photographs or on television.
The familiarisation tour is being led by musician and digital creator Ykee Benda (Tugume Wycliff) alongside a diverse group of journalists and influencers, who are expected to produce multimedia content showcasing Uganda’s wildlife, landscapes, adventure experiences and conservation achievements.
Officials believe the campaign will not only increase domestic tourism but also cultivate a new generation of conservation advocates who understand the value of protecting Uganda’s natural heritage.
With preparations for Open Park Days now underway, UWA and UTB are optimistic that more Ugandans will answer the call to explore their country’s national parks and appreciate the role conservation plays in sustainable development.
Participating Parks for Open Park Days 2026
- Murchison Falls National Park
- Queen Elizabeth National Park
- Lake Mburo National Park
- Kidepo Valley National Park
- Pian Upe Wildlife Reserve
Open Park Days 2026 is expected to provide Ugandans with an opportunity to experience the country’s world-class wildlife attractions while reinforcing the message that Uganda’s protected areas are a shared national treasure deserving of appreciation and conservation.