KAMPALA – The Uganda Tourism Board (UTB) has announced a partnership with Cartoons from the Source of the Nile, an animated storytelling initiative that seeks to bring Uganda’s culture, heritage and iconic landscapes to global audiences through animation.
In a statement shared on social media, UTB said the collaboration will use animation to showcase Uganda’s rich history, diverse cultures and the significance of the River Nile in an engaging and relatable format.
“We are excited to share that we have partnered with the Legendary Cartoons from the Source of the Nile to bring Uganda’s breathtaking story to life through animation, showcasing our rich culture, heritage, and historic waterways to audiences around the world,” UTB said.
According to the tourism agency, the initiative is aimed at strengthening the country’s destination brand by connecting with audiences through creative storytelling while promoting domestic tourism and attracting international visitors.
“This collaboration aims to share the Explore Uganda brand in a relatable and engaging way, fostering a lasting connection with audiences while inspiring domestic pride, attracting international visitors, and preserving our heritage for future generations,” UTB added.
The partnership comes as Uganda continues to diversify its tourism marketing strategies, increasingly turning to film, digital media and creative arts to tell its story beyond traditional advertising campaigns. UTB has previously embraced film and visual storytelling as tools for destination marketing, including internationally acclaimed tourism films promoting the Pearl of Africa.
UTB also revealed that the animated project will be showcased at the prestigious Annecy International Animation Film Festival in France, widely regarded as one of the world’s most important animation events.
“We look forward to presenting Uganda’s story at the Annecy International Animation Film Festival in France and sparking curiosity among millions to discover and Explore Uganda through this exciting collaboration with Cartoons from the Source of the Nile,” the board said.
The Annecy festival attracts leading animation studios, producers, distributors and creators from around the world, providing a major platform for showcasing emerging animation talent and projects.
Cartoons from the Source of the Nile emerged from a regional effort to nurture East African animation talent and tell authentic African stories through animated films. The project was developed by young Ugandan animators trained through the East African Animation Boot Camp in collaboration with France’s renowned GOBELINS animation school and supported by international partners.
The animated anthology features stories rooted in East African experiences, folklore, contemporary life and cultural heritage, positioning Uganda among a growing number of African countries using animation to preserve and promote indigenous narratives.
The partnership also aligns with broader government efforts to elevate the Source of the Nile as one of Uganda’s flagship tourism attractions. The Ministry of Tourism has in recent years invested in redeveloping the historic site in Jinja as part of a strategy to increase visitor numbers and strengthen Uganda’s competitiveness as a tourism destination.
Tourism remains one of Uganda’s key economic sectors, with UTB tasked with marketing the country internationally under the “Explore Uganda” brand and positioning the Pearl of Africa as a premier destination for wildlife, adventure, culture and heritage tourism.
