The Ministry of Tourism, Wildlife and Antiquities, in partnership with the Uganda Tourism Board, Uganda Wildlife Authority, Uganda Hotel and Tourism Training College, Uganda Wildlife Research and Training Institute and Uganda Museum together with Mbarara City Marathon, Inspire Africa Group, Rwenjeru Agro-Tourism Farm, Uganda Wildlife Authority, and other local public and private stakeholders, are rollng out the Explore Ankole Domestic Tourism Campaign in Western Uganda from 26th – 29th March 2026.
The campaign will spotlight the Ankole sub-region as a leading domestic tourism destination by showcasing its unique blend of culture, agro-industry, landscapes, and community experiences.The campaign will deliver a carefully curated, multi-day itinerary designed to immerse participants in authentic tourism experiences that integrate travel, agriculture, wildlife, culture, and community engagement.
Day One: The Caravan Journey (Thursday, 26th March)
The campaign commenced with an assembly of participants at the Uganda Museum in Kampala, marking the official flag-off point for the Explore Ankole caravan. Following the morning briefing, participants set off for Mbarara, embarking on a scenic journey through central and western Uganda.
The caravan will make key stopovers at the Kayabwe Equator crossing and the vibrant Lukaya roadside market, offering participants a chance to experience Uganda’s cultural landmarks and local commerce.
In the afternoon, participants will visit Lake Mburo National Park, where they will experience Uganda’s unique wildlife offerings within one of the country’s most accessible savannah parks.The day will conclude with an evening experience of Mbarara city’s nightlife, highlighting the urban hospitality and entertainment aspect of the destination.
Day Two: Coffee & Agro-Tourism Trail (Friday, 27th March)
The second day will focus on Ankole’s agro-tourism potential, particularly its globally recognized coffee value chain. Activities will begin with a morning assembly and convoy regrouping, followed by a scenic drive through the rolling hills to Ntungamo District. Participants will take part in the Inspire Africa Coffee Experience, where they will engage with industry leaders and explore coffee processing and value addition.
Participants will be divided into groups, with one group undertaking a facility engagement and tour, while another will visit Lake Nyabihoko Coffee Park for an immersive agro-tourism excursion.The day will conclude with inter-community sports activities, including a football match, aimed at promoting unity, cultural exchange, and community participation.
Day Three: The Grand Launch & Marathon (Saturday, 28th March)
The third day will mark the official launch of the campaign alongside the Mbarara City Marathon, which will promote sports tourism and wellness. Participants will take part in the marathon activities during the morning hours.
In the afternoon, the official launch will take place at Omugabe Palace, where guests will be received and guided through the palace. The program will feature cultural entertainment, keynote speeches, and a celebration of Ankole’s heritage, with a dress code reflecting traditional attire.The day will culminate in an evening cultural concert, showcasing live music and cultural performances that celebrate the identity and vibrancy of the region.
Day Four: Agro-Industry & Departure (Sunday, 29th March)
The final day will highlight agro-industrial tourism and value addition within the dairy sector. Participants will attend a final assembly and briefing before proceeding to industrial and farm tours. These will include a visit to a milk processing facility and an agro-tourism experience at Rwenjeru Farm.The campaign will conclude with a return journey from Mbarara to Kampala, marking the end of the immersive regional experience.
