Uganda has been named winner of the Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category during the Swiss International Holiday Expo (SIHE) held in Lugano, in what officials hailed as a landmark achievement for the country’s tourism sector.
The recognition came during a glamorous gala evening to open the 2025 Expo, where Uganda made its first-ever appearance under the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Program.
The country’s participation was coordinated by the Permanent Mission of Uganda to the United Nations in Geneva.
According to the Mission, Uganda’s participation aimed to position the country as a premier travel destination and tap into Switzerland’s high-value tourism market by showcasing its signature attractions such as mountain gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism.
To further enrich the experience, the Mission partnered with the Ministry of Agriculture to stage a “Coffee Tasting Experience”, which drew long queues of visitors captivated by the aroma and taste of freshly brewed Ugandan coffee.
The Swiss market represents an important frontier for Uganda’s tourism industry, given its population’s high disposable income — averaging $102,000 per capita — and a strong appetite for international travel.
The Swiss Federal Statistics Office reported that Swiss travellers spent $23 billion abroad in 2024, a figure Ugandan officials say underscores the sector’s potential.
In a surprise outcome that saw Uganda outshine regional tourism giants such as Kenya and Tanzania, the country emerged as the only national tourism board to receive an award at the event. All other winners were private sector tour companies.
The gala night also featured a vibrant performance by the Uganda Diaspora Folk Dancers, a Switzerland-based cultural troupe, which entertained guests and highlighted Uganda’s efforts to engage its diaspora community in national development initiatives.
Speaking after receiving the award, Ambassador Marcel Tibaleka, Uganda’s Permanent Representative to the UN in Geneva and Ambassador to the Swiss Confederation, described the victory as a strategic milestone.
“This participation is a good strategic investment, which will enhance the global recognition, prestige, and credibility of Uganda’s tourism sector,” Amb Tibaleka said.
The win is seen as a major diplomatic and promotional success under Uganda’s ongoing efforts to leverage international platforms to attract investment and boost tourism visibility.
