In a major win for the Ministry of Foreign Affairs Economic and Commercial Diplomacy Program, Uganda has, in her premier flagship appearance at the Swiss International Holiday Expo (SIHE), won the prestigious Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category at a glamorous gala evening to mark the start of the Expo in the southern city of Lugano.
Uganda’s debut at SIHE 2025, was sponsored by The Permanent Mission of Uganda to the UN in Geneva.
The objective was to position the country as a Premier Travel Destination, tapping into the high-spending Swiss travel market, by show-casing Uganda’s unique attractions such as gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism. The Mission also partnered with the Ministry of Agriculture to offer a “Coffee Tasting Experience during the Expo” which saw guests flock to the stall, drawn by the aroma of freshly brewed Ugandan coffee.
Key markets such as Switzerland offer significant untapped potential for Uganda’s tourism sector, given the Swiss population’s high per capita income (USD 102,000) and strong interest in international travel. According to the Swiss Federal Statistics Office, in 2024, Swiss travelers spent USD 23 billion abroad.
