Uganda won the prestigious Swiss Tourism Excellence Award 2025 in the 'Natural Paradise' category at the Swiss International Holiday Expo (SIHE) in Lugano, marking a major milestone for the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Programme.
The award came during Uganda’s first appearance at the Expo, which was sponsored by the Permanent Mission of Uganda to the UN in Geneva. The aim was to position Uganda as a premier travel destination and attract high-spending Swiss tourists by showcasing its unique attractions, including gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism.
The Mission also partnered with the Ministry of Agriculture to host a “Coffee Tasting Experience” that drew large crowds, captivated by the aroma of freshly brewed Ugandan coffee.
Switzerland remains a key potential market for Uganda’s tourism sector, given its high per capita income of USD 102,000 and strong travel culture. According to the Swiss Federal Statistics Office, Swiss travellers spent USD 23 billion abroad in 2024.
Uganda’s triumph surprised many, as it competed against traditional tourism powerhouses like Kenya and Tanzania, earning praise for its bold entry into the global tourism stage.
Notably, Uganda was the only country to win an award; other recipients were private tour companies. The evening also featured a vibrant cultural performance by the Uganda Diaspora Folk Dancers, a Switzerland-based troupe that highlighted the government’s effort to engage the diaspora in national development.
Speaking after receiving the award, Uganda’s Permanent Representative to the UN in Geneva and Ambassador to the Swiss Confederation, Amb. Marcel Tibaleka, described the win as “a strategic investment that will enhance Uganda’s global recognition, prestige, and credibility in the tourism sector.”
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