The Ministry of Foreign Affairs and the Ugandan Embassy to the Russian Federation have welcomed a delegation of top Russian influencers for a cultural and tourism immersion experience aimed at showcasing the country’s beauty, warmth, and adventure to international audiences. The visit marks a significant milestone in Uganda’s public diplomacy efforts and highlights the growing use of digital storytelling to strengthen national branding and tourism promotion.
Spearheaded by the Ugandan Embassy in Moscow and led by His Excellency Moses K. Kizige, Head of Mission, alongside Ambassador Gideon M. Rutazindwa, Deputy Head of Mission, and First Secretary Ms. Georgina Nakawombe, the initiative is part of the Embassy’s 2025/2026 strategy to position Uganda as a premier destination for Russian travellers. The Embassy has launched an aggressive marketing campaign to promote Uganda’s tourism appeal, cultural heritage, and investment opportunities through roadshows and workshops in major Russian cities.
The Russian delegation comprises some of the country’s most influential travel and lifestyle content creators, including Linzie Camara, Ksenia Mezentseva, Irina Belousova, and Vladimir Pozhidaev. The group arrived in Kampala on November 9 and was warmly received at a private dinner hosted at Jikoni Restaurant on Clement Hill by Lucy Bunyenyezi Mulira, founder of Forking Around Kampala. The dinner, attended by representatives from the Ministry of Foreign Affairs, local influencers, and tourism industry stakeholders, offered a vibrant platform for cultural exchange.
Guests were treated to an authentic Ugandan culinary experience featuring traditional delicacies such as Luwombo and Coastal-style tilapia, designed to introduce the influencers to the country’s rich food culture. Lucy Mulira noted that food served as a perfect medium for storytelling, saying, “Food will tell you so much about a country. Jikoni did a great job of working with us to share Uganda’s culinary story—what makes our food so unique, and how rich it is in culture, nutrition, and health. There’s no better way to get to know people than through food.”
Representing Feliz Tropical Safaris, Russian lifestyle and travel blogger Linzie Camara emphasized the importance of the trip in opening Uganda to new audiences. “The entire point of this adventure is to show Uganda through the eyes of people who have never seen it; to truly introduce the country to the Russian market. Uganda has stayed authentic and in its natural state. As storytellers, we make people see the world differently, opening a new chapter that compels them to experience the country’s magnificent nature, its culture, and its kind people for themselves,” she said.
The influencers’ itinerary includes visits to the Mabamba Swamp Shoebill site, an evening cruise on the Kazinga Channel, tours of Murchison Falls National Park, and gorilla trekking in Bwindi Impenetrable Forest. Throughout their journey, they will document and share their experiences across social media platforms, using digital storytelling to inspire their followers to explore Uganda.
Vladimir Pozhidaev expressed excitement about the visit, noting, “I’ve travelled all over the continent, but I finally made it to the Pearl of Africa. Uganda is still like a hidden gem for Russian travellers, very exotic, friendly, and full of surprises. I’m especially looking forward to spotting Uganda’s unique wildlife and immersing myself in the full cultural experience.”
Mrs. Margaret A. Kafeero, Head of the Department of Public Diplomacy at the Ministry of Foreign Affairs, welcomed the partnership as a step forward in Uganda’s global outreach efforts.
“We are operating a comprehensive economic and commercial diplomacy strategy, and tourism is one of its core pillars. We recognise that influencers and tourists are vital to our international recognition and diplomatic soft power. Our goal is to forge bonds that transcend commerce, turning total strangers into partners who can lay the foundations for sustainable partnerships with Uganda,” she stated.
The activation underscores the vital role of collaboration between local and international influencers in shaping positive narratives about Uganda’s diverse culture, cuisine, and natural landscapes. Felly Mbabazi of FT Safaris will continue to coordinate local engagements to ensure the success of the Russian influencers’ visit and to sustain partnerships that strengthen Uganda’s tourism ecosystem in the long term.
This initiative represents a landmark in Uganda’s cultural diplomacy and a testament to the evolving role of creative industries in enhancing the country’s international image. By fusing tourism promotion with digital media and influencer partnerships, Uganda is redefining how nations project identity, build goodwill, and attract global attention in the digital age.
