Uganda has intensified efforts to position itself as a premier tourism destination in Europe through a feature on the popular French travel documentary series Échappées Belles.
The country will be showcased for a month in Season 20 of the weekly programme, which airs every Saturday evening on France 5, following its initial broadcast on April 25, 2026.
Hosted by Ismaël Khelifa, Échappées Belles highlights lesser-known destinations with unique tourism offerings. The Uganda episode presents an 11-day itinerary featuring national parks, gorilla trekking, game drives, and cultural experiences, with the host exploring the country from a local perspective.
The production was funded under the Ministry of Foreign Affairs' Economic and Commercial Diplomacy Programme and supported by the Uganda Embassy in Paris to boost Uganda's visibility and credibility among French audiences.
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Ahead of the national broadcast, Uganda's Ambassador to France, Doreen Amule, hosted a high-profile premiere on April 16, 2026, at La Marina des Maquereaux. The event brought together tour operators, journalists, and key decision-makers to foster partnerships and media coverage.
"We are incredibly proud of the strong media exposure Uganda is receiving," said Ambassador Amule. "Europe has long explored the world, but we believe the world's best-kept secret is waiting for French travelers in Uganda."
Reflecting on his experience filming in the country, Khelifa said: "Uganda is a true treasure of biodiversity thanks to its incredibly warm people, exceptional nature and abundant wildlife."
Margaret Kafeero, Head of Public Diplomacy at the Ministry of Foreign Affairs, underscored the importance of aligning tourism promotion with audience behavior.
"...80% of French people decide to travel to a place primarily because they have seen it on television. It is therefore laudable that the Uganda Embassy in Paris is responsive to French culture and is customizing content for the channels through which they consume information," she said.
Uganda Tourism Board Senior Brand Manager Daniel Irunga highlighted the strategic value of the premiere in influencing travel decisions.
"The premiere delivered an immersive, memorable experience with compelling storytelling directly to strategic partners in tourism, converting awareness into action by inspiring inclusion of Uganda in travel offerings and media narratives in France," he said.
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"The UTB would like to see more of our missions abroad getting involved in customized content development for their local audiences, the way Uganda Embassy Paris has done."
