Uganda has launched a tourism promotion campaign in Zurich, Switzerland, using branded trams and digital advertising at the city’s main railway station to attract more Swiss visitors to the country.
The campaign is being implemented through a partnership between the Embassy of Uganda in Switzerland and Private Safaris, a Swiss tour operator specialising in African travel.
The Embassy said the initiative is aimed at increasing Uganda’s visibility in the Swiss market and encouraging more tourists to visit the country.
Switzerland is considered an important target market because of its high levels of international travel and the spending power of Swiss tourists.
The tram campaign was launched on September 16, 2026, with Uganda-themed advertisements featuring the country’s wildlife and natural attractions displayed on trams operating across Zurich, Switzerland’s largest city.
According to the Embassy, Zurich was selected because of its concentration of high-income residents and its potential as a source market for premium international travellers.
The partnership also includes a digital advertising campaign launched at Zurich Main Train Station on September 1.
A video showcasing Uganda’s tourism attractions is being displayed on advertising screens at the station every 20 to 30 minutes, giving the campaign exposure to commuters, residents and international travellers.
Uganda’s Ambassador to Switzerland, Marcel R. Tibaleka, said the campaign was intended to bring the country’s tourism offering directly to potential travellers.
“Through this partnership with Private Safaris, we are bringing Uganda to Switzerland as a unique tourism destination and inviting the Swiss people to explore and discover the authentic experience our country has to offer,” Tibaleka said.
“We look forward to translating this increased visibility into more Swiss tourists visiting Uganda,” he added.
The Embassy said the campaign forms part of its broader efforts to strengthen targeted tourism promotion in Switzerland through partnerships with travel industry players.
It said the objective is to increase the number of Swiss tourists visiting Uganda as well as tourism spending and the length of their stays.
The Embassy said it would continue developing partnerships aimed at expanding Uganda’s presence in the Swiss tourism market.
