American actor and singer Tyrese Gibson has arrived in Kampala for a three-day visit during which he will participate in the launch of the Explore Uganda Coffee Tourism campaign, an initiative aimed at promoting Uganda’s coffee culture, consumption and tourism experiences.
Gibson’s visit follows an invitation from the Government of Uganda and private-sector partners. The official launch of the campaign is scheduled to take place at the ministry of Foreign Affairs.
Explore Uganda Coffee Tourism is a joint initiative of the Uganda Tourism Board (UTB), Kampala Capital City Authority (KCCA), ministry of Foreign Affairs and the Africa Coffee Park. The campaign seeks to position Kampala as a destination where visitors can experience Uganda’s coffee value chain while exploring the country’s tourism attractions and cultural heritage.
During his visit, Gibson is expected to travel to the Source of the Nile, where he will experience some of Uganda’s natural attractions. He will also participate in a coffee-tree planting activity and meet coffee farmers in western Uganda.
The actor and singer is also scheduled to meet President Yoweri Museveni, a meeting expected to further highlight Uganda’s growing interest as a tourism and investment destination.
Gibson’s visit comes as Uganda seeks to use high-profile international personalities and experiential tourism to promote the country’s attractions and products to global audiences.
The coffee tourism campaign is intended to link Uganda’s coffee production with tourism by giving visitors opportunities to experience different stages of the coffee value chain, interact with farmers and explore the cultural and natural attractions surrounding coffee-growing communities.
Gibson is internationally recognised for his career in film and music. He is best known for his role as Roman Pearce in the Fast & Furious film franchise, including 2 Fast 2 Furious. He has also enjoyed success as a recording artist, with his hit song How You Gonna Act Like That attracting hundreds of millions of views on YouTube.
His three-day visit is expected to provide international visibility for Uganda’s tourism sector and promote the country as a destination for cultural, agricultural and experiential tourism.
The campaign also seeks to showcase coffee not only as an agricultural commodity but as part of Uganda’s tourism experience, connecting visitors to farmers, production processes, culture and the communities that drive the country’s coffee industry.