By Charlotte Amuge.
Uganda has won the Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category at the Swiss International Holiday Expo (SIHE) held in Lugano, Switzerland.
The award came during Uganda’s first-ever participation at the Expo under the Ministry of Foreign Affairs’ Economic and Commercial Diplomacy Program, with support from the Permanent Mission of Uganda to the United Nations in Geneva.
The Mission showcased Uganda as a premier travel destination for the Swiss market, highlighting attractions such as gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism. A Ugandan Coffee Tasting Experience, organized in partnership with the Ministry of Agriculture, attracted many visitors to the country’s exhibition booth.
Switzerland, known for its high per capita income and strong outbound tourism market, presents major opportunities for Uganda. According to the Swiss Federal Statistics Office, Swiss travelers spent USD 23 billion abroad in 2024.
Uganda was the only country to receive an award at the event; other winners were private sector tour companies. The gala was also marked by a performance from the Uganda Diaspora Folk Dancers, a cultural troupe based in Switzerland.
Speaking after receiving the award, Ambassador Marcel Tibaleka, Uganda’s Permanent Representative to the UN in Geneva and Ambassador to the Swiss Confederation, said the recognition was “a strategic investment that enhances global visibility and credibility for Uganda’s tourism sector.”
