Lugano, Switzerland — Uganda is, for the first time, participating in the Annual Swiss International Holiday Expo (SIHE), one of Switzerland’s leading tourism fairs.
The 2025 edition, taking place at the Centro Esposizioni Centre in Lugano, brings together over 400 international exhibitors from 80 countries, 400 buyers, and more than 7,000 high-spending visitors, focusing on Luxury Tourism, MICE (Meetings, Incentives, Conferences, and Exhibitions/Events), and leisure travel.
Uganda’s participation is spearheaded by the Permanent Mission of Uganda to the United Nations in Geneva, which is also accredited to the Swiss Confederation in Bern, with sponsorship from the Government of Uganda.
The country’s presence at SIHE 2025 is a multi-stakeholder effort, featuring representatives from the Ministry of Foreign Affairs, Ministry of Tourism, Wildlife and Antiquities, Ministry of Agriculture, Animal Industry and Fisheries, Ministry of Finance, Planning and Economic Development, Uganda Tourism Board (UTB), Uganda Investment Authority (UIA), Association of Uganda Tour Operators (AUTO), and members of the Ugandan diaspora in Switzerland.
Through an exhibition booth, targeted B2B/B2C meetings, and strategic networking sessions, Uganda is showcasing its diverse attractions — from gorilla trekking, wildlife safaris, and adventure tourism to rich cultural heritage and coffee experiences — positioning itself as a top-tier holiday destination for the Swiss and European markets.
The 2024 edition of the Expo attracted over 11,000 visitors, primarily Swiss families seeking premium holiday experiences. This year’s event introduces a dedicated Luxury Tourism Zone, offering Uganda a unique opportunity to connect with high-end consumers, luxury tour operators, and travel media.
Uganda’s Permanent Representative to the UN in Geneva, Ambassador Marcel Tibaleka, described Uganda’s participation as “a strategic step to strengthen the country’s visibility among Swiss and European travel enthusiasts.”
“This platform allows us to directly engage high-value travellers and industry players, elevating Uganda’s ‘Pearl of Africa’ brand and building new partnerships in luxury, cultural, and MICE tourism,” he said.
Deputy Permanent Representative, Ambassador Arthur Kafeero, noted that Uganda’s participation follows its successful showcase at the World of Coffee Expo held in Geneva in June 2025.
“Promoting Ugandan coffee alongside tourism reinforces our national image — it’s not just about tourism, but also about showcasing Uganda’s excellence in agriculture and exports,” he explained.
Ambassador Richard Kabonero, Head of Regional Economic and Regional Cooperation at the Ministry of Foreign Affairs, emphasised the professionalism and business value of the Lugano Expo.
“The exhibition provides a highly result-oriented format through targeted B2B meetings, thematic networking, and exposure to high-spending consumers,” he said.
Kara Komuhangi from the Uganda Investment Authority added that Uganda’s participation will also market the country as a broader investment destination. “Beyond tourism, Lugano provides an excellent opportunity to attract investors in other priority sectors of our economy,” she said.
Uganda’s participation aims to achieve several outcomes, including: Positioning Uganda as a premier travel destination for the Swiss market; Boosting tourism revenue and foreign exchange earnings; Attracting investment in tourism and related sectors; Gaining market insights and competitive intelligence; and Promoting cross-sector linkages for sustainable growth.
The Government of Uganda supports participation in such international expos under its Economic and Commercial Diplomacy Strategy, implemented by the Ministry of Foreign Affairs to expand Uganda’s global visibility, trade, and tourism.