Published on
November 1, 2025
Uganda earned global acclaim at the Swiss International Holiday Expo 2025, winning the Tourism Excellence Award for its breathtaking natural beauty and vibrant cultural heritage.
Uganda achieved a landmark victory on the global stage as the nation earned the coveted Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category during its debut at the Swiss International Holiday Expo (SIHE) held in Lugano. The accolade marks a powerful recognition of Uganda’s rich biodiversity, cultural heritage, and eco-tourism potential, positioning the country among the world’s most admired destinations for sustainable travel experiences.
The country’s participation, led through the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Program, represented Uganda’s first-ever flagship appearance at the prestigious Swiss tourism fair. Backed by the Permanent Mission of Uganda to the United Nations in Geneva, the delegation aimed to introduce Switzerland’s high-spending travel market to Uganda’s unmatched offerings — from the mist-covered Bwindi Impenetrable Forest, home to the mountain gorilla, to the scenic beauty of Lake Victoria, Murchison Falls, and the Rwenzori Mountains.
At the heart of the Expo, visitors were drawn to Uganda’s dynamic exhibition space, which blended nature, adventure, and hospitality. The highlight was a “Coffee Tasting Experience,” jointly organized with the Ministry of Agriculture, where guests were captivated by the aroma and flavor of freshly brewed Ugandan coffee. The showcase successfully connected the country’s agricultural excellence with its tourism appeal, emphasizing Uganda’s brand as a holistic destination for eco-conscious travelers.
Uganda’s recognition at SIHE carries deep strategic significance. Switzerland represents one of the most lucrative outbound travel markets globally, with a population known for its high per capita income — approximately USD 102,000 — and its passion for international tourism. According to the Swiss Federal Statistics Office, Swiss travelers spent nearly USD 23 billion abroad in 2024. This makes the Swiss market a prime target for Uganda’s efforts to diversify its tourist base beyond traditional European and North American markets.
Uganda’s victory is particularly notable given its competition with long-established African tourism giants such as Kenya, Tanzania, and South Africa. While many observers viewed Uganda as an underdog, the country’s success demonstrated the power of strategic diplomacy, branding, and storytelling in reshaping global perceptions. The recognition as a “Natural Paradise” reinforced Uganda’s image as a pristine and authentic destination, where adventure meets conservation and culture.
Adding to the night’s vibrancy was a performance by the Uganda Diaspora Folk Dancers, a Swiss-based troupe whose colorful display of traditional music and movement brought the spirit of Africa to Lugano. Their performance reflected the government’s broader vision of engaging the Ugandan diaspora in advancing national development goals, including tourism promotion, cultural diplomacy, and socio-economic transformation.
The win also underscores Uganda’s growing investment in sustainable tourism and its focus on preserving natural ecosystems while empowering local communities. This global acknowledgment is expected to strengthen Uganda’s appeal to European travelers seeking off-the-beaten-path destinations rich in authenticity, wildlife, and adventure.
Uganda’s outstanding debut at SIHE 2025 not only placed the nation firmly on Europe’s tourism map but also symbolized a new era of confidence and ambition in its global outreach. By leveraging tourism as a bridge for diplomacy, trade, and cultural exchange, Uganda has shown that strategic presence, authenticity, and innovation can redefine its international image — transforming the “Pearl of Africa” into a shining gem of global tourism excellence.
Image: AI
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