Lugano — Uganda has won the Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category during its debut appearance at the Swiss International Holiday Expo (SIHE).
The award was presented at a glamorous gala evening marking the opening of the Expo in the southern Swiss city of Lugano.
Uganda’s participation at SIHE 2025 was sponsored by the Permanent Mission of Uganda to the United Nations in Geneva, as part of efforts to position the country as a premier travel destination and tap into the high-spending Swiss travel market. The Ugandan showcase highlighted the country’s unique tourism attractions — from gorilla trekking and diverse wildlife to rich cultural heritage and adventure tourism.
The Mission also partnered with the Ministry of Agriculture to host a popular “Ugandan Coffee Tasting Experience” that drew large crowds to the country’s pavilion, captivated by the aroma and taste of freshly brewed Ugandan coffee.
Switzerland represents a key untapped market for Uganda’s tourism industry, given the Swiss population’s high per capita income (USD 102,000) and strong appetite for international travel. According to the Swiss Federal Statistics Office, Swiss travellers spent USD 23 billion abroad in 2024, underscoring the market’s potential.
In what many described as a remarkable achievement against established tourism giants like Kenya and Tanzania, Uganda’s bold entry into SIHE 2025 paid off — emerging victorious in a fiercely competitive category. Notably, Uganda was the only country to receive an award; all other winners were private sector tour operators.
The evening’s celebrations were enlivened by a spirited performance from the Uganda Diaspora Folk Dancers, a troupe based in Switzerland, symbolising the Government’s commitment to engaging the Ugandan Diaspora in socio-economic transformation.
Speaking in Lugano after receiving the award, Ambassador Marcel Tibaleka, Uganda’s Permanent Representative to the United Nations in Geneva and Ambassador to the Swiss Confederation, hailed the recognition as “a strategic investment that will elevate the global recognition, prestige, and credibility of Uganda’s tourism sector.”
“Participation in SIHE 2025 was a strategic investment that enhances Uganda’s global recognition, prestige and tourism credibility,” said Amb. Tibaleka.
