Uganda is making its debut at the Swiss International Holiday Expo (SIHE) 2025 in Lugano, presenting the country as a premier luxury tourism destination.
The exhibition, running from October 31 to November 2 at the Centro Esposizioni Centre, is Switzerland’s leading tourism fair, attracting over 400 international buyers, 400 exhibitors from 80 countries, and more than 7,000 high-spending visitors.
Sponsored by Uganda’s Permanent Mission to the United Nations in Geneva, Uganda’s participation brings together multiple stakeholders, including officials from the Ministries of Foreign Affairs, Tourism, Wildlife and Antiquities, Agriculture, and Finance, as well as the Uganda Tourism Board, Uganda Investment Authority, tour operators, and members of the Ugandan diaspora in Switzerland.
The country’s stand highlights Uganda’s unique offerings, including gorilla trekking, wildlife safaris, cultural heritage experiences, adventure tourism, and luxury travel opportunities.
A dedicated Luxury Tourism Zone at the expo targets high-end clientele, providing opportunities to connect directly with Swiss and European travel enthusiasts, media, and luxury tour operators.
Uganda’s Permanent Representative to the UN in Geneva, Amb. Mercel Tibaleka, described the participation as a chance to “elevate Uganda’s ‘Pearl of Africa’ brand and establish valuable partnerships across priority segments such as luxury safaris, cultural travel, and MICE.”
Amb. Arthur Kafeero, Uganda’s Deputy Permanent Representative to the UN in Geneva, highlighted the dual focus on tourism and coffee promotion, noting that following Uganda’s successful participation in the World of Coffee Expo in Geneva, Lugano would further position Ugandan coffee to the Swiss market.
Kara Komuhangi of the Uganda Investment Authority expressed optimism that the expo would also attract broader investment opportunities beyond tourism.
The Ugandan government funds participation in international fairs under the Economic and Commercial Diplomacy Strategy of the Ministry of Foreign Affairs, aiming to boost tourism revenue, attract investments, and position Uganda as a premier travel and business destination.