Uganda won the Swiss Tourism Excellence Award 2025 in the Natural Paradise category at the Swiss International Holiday Expo in Lugano, marking its first appearance at the show and advancing the Ministry of Foreign Affairs Economic and Commercial Diplomacy Program. The exhibit, backed by the Permanent Mission of Uganda to the U.N. in Geneva, sought to position the country as a premier travel destination for Swiss travelers.
Organizers highlighted gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism. A coffee tasting run with the Ministry of Agriculture drew steady crowds. Switzerland is viewed as a high-value market, with a per capita income of $102,000 and $23 billion spent abroad in 2024, according to the Swiss Federal Statistics Office.
Uganda was the only country honored, while other awards went to private tour companies. A performance by the Uganda Diaspora Folk Dancers, based in Switzerland, added a cultural showcase. Officials said the recognition boosts global visibility and credibility for Uganda’s tourism sector and shows it can compete with regional rivals such as Kenya and Tanzania.
Organizers highlighted gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism. A coffee tasting run with the Ministry of Agriculture drew steady crowds. Switzerland is viewed as a high-value market, with a per capita income of $102,000 and $23 billion spent abroad in 2024, according to the Swiss Federal Statistics Office.
Uganda was the only country honored, while other awards went to private tour companies. A performance by the Uganda Diaspora Folk Dancers, based in Switzerland, added a cultural showcase. Officials said the recognition boosts global visibility and credibility for Uganda’s tourism sector and shows it can compete with regional rivals such as Kenya and Tanzania.
