Uganda has been awarded the Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category at the Swiss International Holiday Expo (SIHE) held in Lugano, marking a significant achievement for the country’s tourism sector.
The award was presented during a prestigious gala evening that launched the 2025 Expo, where Uganda made its debut appearance under the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Program. The country’s participation was organized by the Permanent Mission of Uganda to the United Nations in Geneva.
According to the Mission, Uganda's involvement at the event was aimed at positioning the country as a leading travel destination and tapping into Switzerland's lucrative tourism market. The showcase highlighted Uganda’s signature attractions, including mountain gorilla trekking, its rich wildlife, cultural heritage, and adventure tourism. Additionally, the Mission collaborated with the Ministry of Agriculture to offer a “Coffee Tasting Experience,” which captivated visitors with the rich aroma and flavor of freshly brewed Ugandan coffee.
Switzerland represents a key market for Uganda’s tourism industry, given the country's high disposable income, averaging $102,000 per capita, and a strong demand for international travel. According to the Swiss Federal Statistics Office, Swiss travelers spent $23 billion abroad in 2024, underscoring the sector’s potential. In an unexpected outcome, Uganda stood out, earning the only national tourism board award at the event, surpassing regional tourism heavyweights like Kenya and Tanzania. All other winners were private sector tour companies.
The gala evening 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.
Ambassador Marcel Tibaleka, Uganda’s Permanent Representative to the UN in Geneva and Ambassador to the Swiss Confederation, hailed the award as a significant diplomatic achievement. “This participation is a valuable strategic investment that will enhance the global recognition, prestige, and credibility of Uganda’s tourism sector,” said Amb. Tibaleka.
The award is seen as a major success in Uganda’s ongoing efforts to leverage international platforms to attract investment and increase the visibility of its tourism industry.