By Betty Nakayenga
The Explorer Ankole campaign was officially launched on Tuesday, 10th March 2026 at Fairway Hotel, Kampala city.
The launch was graced by the Minister of Tourism, Wildlife and Antiquities Hon. Martin Mugarra Bahinduka.
A number sponsors came on board to ensure that the campaign gets a smooth running and they include; Uganda Tourism Board, Mbarara City Marathon, Uganda Police, Inspire Africa Group, Uganda Police, Ministry of Finance, Lato Milk and many others.
The acting commissioner of Explore Uganda said that there are a number of explore Uganda campaigns that have taken place such as Rwenzori, West Nile and Northern Regions.
Now, the focus is in the Western region through the Ankole explore Uganda expedition.
All this has been done to promote domestic tourism in Uganda.
“When COVID 19 hit, very few tourists came in and lots of revenue was lost hence concentration was put on Domestic tourism. Lots of masses turned up for the Eastern route and more is expected to turn up for the Western route. This campaign is to show Ugandans that Uganda is richly blessed and also aimed at unlocking the hidden opportunities Uganda has, as well as appreciate what it is rich of”
Senior Tourism officer Umar Muwonge gave a few highlights of the Explore Ankole Campaign which is to start on the 26th till the 29th of March 2026.
On the 26th March will be the set off day as Ankole is offering different types of tourism such as cultural tourism, Agro tourism, Industrial tourism and night life of Mbarara.
There will be a stop-over at Equator-Kayabwe, a break along one of the biggest street market along Masaka-Road and continue to Mbarara city.
During the next day (27th March), there shall be enjoying Agro tourism and nature tourism.
The whole day shall be spent with Inspire Africa in Ntungamo. Inspire Africa shall tourists what and how they relate to the tourism sector. Later, a football match between Inspire Africa Group and Explore Uganda team. The day shall be ended with night life in Mbarara.
At 6am on the 28th of March, participation in Mbarara City Marathon shall take place.
This marathon took was launched alongside the Explore Ankole Campaign. Participants shall partake in the 42km,21km,10km and 5km. After the run, Mugamba palace shall then be opened and it shall be the centre point.
Kandake explore Concert shall close off the day with artists like Pastor Wilson Bugembe, Pastor Twine Hebert and many others secular artists.
On the 29th of March, three places shall be visited marking the end of the Explore Ankole Campaign. Rwenzuri Agro tourism Farm, Lato Milk factory and a drive through lake Mburo National Park.
A representative from the Rwenzuri Agro Farm remarked, “Agro tourism is helping our people understand agro tourism ever since COVID 19 time and we couldn’t have international tourists. It’s found on 2.5km off Mbarara Masaka road and has lots of services to the nation such as Cultural heritage which also allows the Genz to have a farm experience, farm tours 200acres that gives you freshness, Birdies,there are quite a number of birds that left the city, camping, bonfires, traditional cuisine and Rwenzuri challenge, agility and connection with nature”
Kiwanuka Mathias a representative from Lato Milk (Pearl Diaries) hinted,” Ankole is a very rich region, come see the different products from milk for example powdered milk, yoghurt and we harvest honey too. When we were called upon, we responded immediately. Our purpose is to change the livelihoods of small holder farmers in the East African Region whilst creating a resilient next generation for Africa”
Inspire Africa Group was represented by Roland Tayebwa,” Welcome to Africa Coffee Park, the largest coffee plant in Africa. It’s a coffee park not a factory. It has industrial tourism and agro tourism with the latest technologies, the freeze-dry coffee technology, the spray dry technology, come witness an entire coffee chain from seedling to the cup, beverages and entire value chain. It has a sports arena, water fountain, Nyabihuko lake, coffee resort beach, a mini ranch with the cows, an amazing cup of Uganda coffee. Take a cup of coffee every single day”
CEO Mbarara City Marathon, Kaka Dickens Friday,” We thank ministry of tourism Wildlife and Antiquities for embracing this marathon. We have prepared alot for you. We are running for a particular cow. Our cow is now at 400million shs in South Africa. There shall be free transport to whoever buys the marathon kit and participants are to partake in 42km,21km, 10km and 5km. We have designated routes where you master the heart of Ankole,where kings were buried etc. Thank you Ministry of tourism for coming on board to show case how beautiful Ankole is.”
Commissioner of Department of Tourism, Jackline Besigye,” There are strategies the ministry of tourism is taking time diversify and they are two”
The Equator at Kayabwe, the ministry is working on the project to begin the next financial year to make it a world class tourism centre. 2018 is when the journey started.
Mugamba Palace Heritage Grounds, Nyagashabwe tombs which was reconstructed to it’s original fabric, the royal drum and it’s wife, two throne rooms.”
Moses Golola, the tourism ambassador invited people to attend the Explore Ankole Campaign because Ankole has great places to be visited, there shall be show casing of the Ankole culture, tombs, food cows, beautiful women since Ankole is the land of milk and honey and Mbarara City Marathon where he shall be the head of drills for the work out before and after the marathon.
Honorable minister state of Tourism, Wildlife and Antiquities, Martin Mugarra Bahinduka, “Come and we explore Ankole.” He thanked Ugandans for now getting more involved travelling domestically. He thanked all the other partners they are partnering with and he called upon all the others to join them in exploring Uganda. He urged Ugandans to push domestic tourism continuously as a team. COVID-19 taught them the hard way to concentrate on domestic tourism. 3.2million Ugandans travelled domestically in 2024, they want to grow this number. Focus on this campaign so that we increase the number of people travelling for leisure.
