“Uganda in Motion” is a new initiative that seeks to broaden how Uganda is experienced and represented through cultural tourism.
Developed by Matoke Tours Africa, the approach treats cultural tourism as an encounter with daily life in all its variety, where long-held traditions and contemporary expression exist side by side.
Culture as a Living Landscape
In some parts of Uganda, long-established traditions continue to shape everyday life. In others, culture is increasingly influenced by new ideas, modern lifestyles and young creative talent.
These different expressions often overlap and influence one another, forming part of Uganda’s rich and constantly evolving cultural landscape.
“Uganda in Motion” starts from the understanding that culture is not static. The initiative is shaped by what people inherit, what they create, how they live today, and how they imagine the future.
The initiative aims to bring contemporary cultural expression into the tourism narrative alongside heritage and traditions, offering visitors a more complete and dynamic picture of the country.
First Phase Collaborations
The first phase of Uganda in Motion is taking shape through two complementary partnerships:
- Live Traces Producing: Exploring how creative practices and cultural expression can be translated into distinctive, bookable travel experiences that create stronger connections between tourism and Uganda’s creative sector.
- The Inbetween: An audio companion for journeys through Uganda that reveals culture, people and history through conversations, stories, soundscapes and music that most travellers never encounter.
Launch at Adventure Tourism Uganda
This Friday, during the Adventure Tourism Uganda event in Jinja City, four newly developed adventure-focused itineraries will be officially launched.
One of these is a sample itinerary inspired by the direction of “Uganda in Motion”. It is designed to show how heritage and traditions, contemporary culture, creative expression and new forms of storytelling can come together within a wider Uganda journey.
Responsible Tourism Company
At Responsible Tourism Company, we believe that meaningful travel includes both the depth of Uganda’s heritage and the energy of its contemporary cultural life.
We design journeys that connect travellers with communities, creative expressions and authentic experiences in a respectful and responsible way.
Contact us at Responsible Tourism Company to explore cultural and adventure itineraries that reflect the living culture of Uganda.
Call/WhatsApp: +256 704 023 485
Visit www.responsibletourismcompany.com
Email: info@responsibletourismcompany.com
Frequently Asked Questions (FAQs)
What is Uganda in Motion?
This is an initiative by Matoke Tours Africa that broadens cultural tourism by presenting both traditional heritage and contemporary cultural expression.
Who is behind the initiative?
Matoke Tours Africa, in collaboration with partners including Live Traces Producing and the Inbetween.
When will the first itineraries be launched?
Four adventure-focused itineraries, including one inspired by Uganda in Motion, will be launched during the Adventure Tourism Uganda event in Jinja City.
How does this differ from traditional cultural tourism?
It intentionally includes contemporary creative practices, modern lifestyles and new storytelling formats alongside established heritage and traditions.
How can travellers experience this approach?
Through thoughtfully designed itineraries that combine cultural encounters, creative experiences and responsible travel practices.
Uganda in Motion offers a fresh perspective on cultural tourism, one that recognises culture as dynamic, diverse and continuously evolving.
By bringing contemporary expression into the tourism narrative, it opens new ways for visitors to engage with Uganda’s living cultural landscape.