Uganda wins prestigious tourism award at Swiss International Holiday Expo 2025

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Destination Uganda’s tourism star shone brightly on the global stage when it won the Swiss Tourism Excellence Award 2025 in the Natural Paradise category during a dazzling gala at the Swiss International Holiday Expo (SIHE) in Lugano.

The 2025 exhibition, which runs for three days (October 31st to November 2nd) at the Centro Esposizioni Centre in Lugano, is arguably Switzerland’s premier tourism fair, focusing on Luxury Tourism, MICE (Meetings, Incentives, Conferences, Exhibitions/Events), and leisure.

The recognition on Friday marked Uganda’s outstanding debut at one of Europe’s leading travel and holiday showcases, where hundreds of exhibitors from across the world compete for attention from the high-end Swiss travel market.

Uganda’s maiden participation at the event under the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Programme was spearheaded by the Permanent Mission of Uganda to the United Nations in Geneva.

The initiative aimed to market Uganda as a top-tier, sustainable travel destination - tapping into Switzerland’s high-spending, eco-conscious tourists.

Amb. Marcel Tibaleka accompanied by Head of Public Diplomacy Margaret Kafeero receives the Swiis Tourism Award 2025 in the Natural Paradises Category

Ambassador Mercel Tibaleka, Uganda’s Permanent Representative to the UN in Geneva welcomed the award, which he described as a major endorsement of the country’s tourism potential.

“Switzerland, known for its sophisticated and environmentally conscious travellers, presents enormous potential for Uganda’s tourism industry. According to the Swiss Federal Statistics Office, Swiss travellers spent $23 billion abroad in 2024, with nature-based and cultural experiences ranking among their top preferences. Uganda’s diverse attractions perfectly fit this profile,” he said, according to a release from  MoFA.

The Ugandan delegation showcased a vibrant array of experiences that captured the essence of the “Pearl of Africa.” From rhino naming, birding, gorilla trekking in Bwindi Impenetrable Forest and game drives in Queen Elizabeth National Park, to white-water rafting on the Nile, cultural festivals, and coffee-tasting experiences, the pavilion offered a multisensory journey through Uganda’s natural and cultural heritage.

One of the biggest attractions was the “Coffee Tasting Experience,” organised in partnership with the Ministry of Agriculture, Animal Industry and Fisheries (MAAIF). Visitors were drawn by the irresistible aroma of freshly brewed Ugandan coffee, which quickly became one of the highlights of the Expo. The initiative also promoted Uganda’s agricultural exports while reinforcing the link between tourism and rural livelihoods.

Participants include teams from several ministries, namely:  Foreign Affairs, Tourism, Wildlife and Antiquities, Agriculture, Animal Industry and Fisheries, plus Finance, Planning and Economic Development.

Also participating are delegations from Uganda Tourism Board, Uganda Investment Authority, Association of Uganda Tour Operators, plus Ugandans living and working in Switzerland.

Ambassador Tibaleka noted that the accolade reflects the growing success of Uganda’s tourism diplomacy strategy.

“This recognition underscores Uganda’s global appeal as a sustainable eco-tourism destination.  It puts our country firmly on the map as an authentic and responsible travel destination. The Mission will continue leveraging such international platforms to attract high-value travellers and investors to Uganda,” he said.

By clinching the Swiss Tourism Excellence Award 2025, Uganda has not only gained global visibility but also reaffirmed its brand identity as “The Pearl of Africa” - a destination where adventure, culture, and conservation coexist in harmony. Switzerland’s market remains largely untapped but full of promise. With one of the world’s highest per capita incomes - averaging $102,000 - and a strong tradition of travel, Swiss tourists represent a lucrative segment for Uganda’s tourism industry.

Tibaleka described Uganda’s participation at SHE as one that presents an opportunity to make direct contact with Swiss and European travel enthusiasts and media, elevate Uganda’s “Pearl of Africa” brand, and establish valuable partnerships across priority segments such as luxury safaris, cultural travel, and MICE.

Organisers have revealed that on average, the annual event attracts over 400 international buyers, 400 exhibitors from 80 countries, and more than 7,000 high-spending private visitors.