Paris— Uganda has taken a strategic step to elevate its global tourism profile with its feature on Season 20 of the French travel documentary Échappées Belles, broadcast on Saturday evenings on France 5 following its initial airing on April 25, 2026. The one-month feature places Uganda before millions of French and European viewers, positioning the country as a compelling destination within an increasingly competitive global tourism market.
Renowned for highlighting lesser-known destinations, Échappées Belles translated as “Great Escapes” offers immersive storytelling led by host Ismaël Khelifa, who explores destinations through local experiences. The Uganda episode captures an 11-day safari journey across the country’s iconic landscapes, including gorilla trekking, wildlife safaris, and cultural encounters. The production was supported under Uganda’s Economic and Commercial Diplomacy (ECD) programme spearheaded by the Ministry of Foreign Affairs and facilitated by the Uganda Embassy in Paris as part of efforts to strengthen destination visibility in key European markets.
Tourism remains a critical pillar of Uganda’s economy. According to the Uganda Bureau of Statistics, the sector contributed approximately 5.5% to Uganda’s GDP in 2023, with international tourist arrivals surpassing 1.2 million. Europe continues to be a significant source market, with France identified among the priority countries for high-value tourism growth. Industry data further suggests that over 70% of European travelers rely on visual media and documentaries when selecting travel destinations underscoring the strategic importance of such international features. Ahead of the official broadcast, Uganda hosted a high-profile premiere in Paris on April 16, 2026, at La Marina Des Maqeureaux. The event, led by Uganda’s Ambassador to France, Doreen Amule, brought together tour operators, travel journalists, and key decision-makers within the French tourism industry. The objective was to translate media exposure into tangible partnerships and travel demand.
Addressing guests at the premiere, Ambassador Amule emphasized Uganda’s unique positioning in the global tourism landscape. She noted that while European travelers have long explored traditional destinations, Uganda offers a distinct combination of biodiversity, culture, and authenticity that remains largely untapped. Her remarks aligned with Uganda’s broader strategy of leveraging soft power and storytelling to reposition itself as a premium destination. Filmmaker and host Ismaël Khelifa described Uganda as “a true treasure of biodiversity,” highlighting not only its landscapes but also the warmth of its people. His endorsement carries weight, given the program’s wide reach and credibility among French audiences. The show typically attracts between 1.5 and 2 million viewers per episode, offering Uganda sustained exposure over the broadcast period.
Margaret Kafeero, Head of Public Diplomacy at the Ministry of Foreign Affairs, underscored the importance of aligning content with audience behavior. She noted that nearly 80% of French travelers are influenced by television content when choosing destinations, making culturally tailored storytelling a powerful tool in tourism promotion. Her remarks reflect a growing recognition within Uganda’s diplomatic missions of the need to adapt communication strategies to specific markets. From a branding perspective, the Uganda Tourism Board sees the initiative as a model for future engagement. Senior Brand Manager Daniel Irunga explained that the premiere and subsequent broadcast serve not only to raise awareness but to influence travel packages and media narratives within France. He emphasized the importance of Uganda’s missions abroad actively participating in content development that resonates with local audiences.
The documentary also highlights Uganda’s competitive advantages within the region, including its status as home to more than half of the world’s remaining mountain gorillas, as well as its diverse ecosystems spanning savannah, rainforest, and freshwater environments. Such assets position Uganda strongly within the niche market of experiential and sustainable tourism, which continues to grow globally. Following its television broadcast, the Uganda episode of Échappées Belles is also available on digital platforms, including YouTube, extending its reach beyond traditional audiences and enabling continued engagement.
As global tourism rebounds and competition for visibility intensifies, Uganda’s feature on a prime-time European platform represents more than a promotional milestone. It reflects a deliberate shift toward strategic storytelling, market-specific engagement, and the use of media as a tool of economic diplomacy an approach that may define the country’s tourism growth trajectory in the years ahead.
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