Uganda’s bold debut at the Swiss International Holiday Fair wins a powerful Tourism Excellence Award for Natural Wonders

Posted on November 1, 2025

Uganda received global acclaim at the Swiss International Holiday Expo 2025, winning the Tourism Excellence Award for its outstanding natural beauty and vibrant cultural heritage.

Uganda has scored a historic victory on the global stage as the country bagged the prestigious Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category during its debut at the Swiss International Holiday Expo (SIHE) held in Lugano. This award represents a strong recognition of Uganda’s rich biodiversity, cultural heritage, and ecotourism potential, placing the country among the world’s most admired destinations for sustainable travel experiences.

The country’s participation, which took place through the Ministry of Foreign Affairs’ Economic and Trade Diplomacy Programme, marks Uganda’s first-ever major appearance at the prestigious Swiss tourism fair. Supported by the Permanent Mission of Uganda to the United Nations in Geneva, the delegation aimed to introduce the high-spending Swiss travel market to Uganda’s unparalleled offerings – from the impenetrable, mist-shrouded Bwindi Forest, home to mountain gorillas, to the stunning landscapes of Lake Victoria, Murchison Falls and the Rwenzori Mountains.

At the heart of the exhibition, visitors were drawn to Uganda’s dynamic exhibition space, which blended nature, adventure and warm hospitality. The highlight of the event was the “Coffee Tasting Experience”, organized in conjunction with the Ministry of Agriculture, where guests were mesmerized by the aroma and flavor of fresh Ugandan coffee. The exhibition successfully linked the country’s agricultural excellence to its tourism appeal, focusing on branding Uganda as a one-stop destination for environmentally conscious travellers.

Uganda’s recognition in SIHE carries profound strategic significance. Switzerland represents one of the world’s most profitable outbound travel markets, with a population known for its high per capita income – around US$102,000 – and its passion for international tourism. According to the Swiss Federal Statistical Office, Swiss travelers spent nearly US$23 billion abroad in 2024. This makes the Swiss market a key target for Uganda’s efforts to diversify its tourism base beyond the traditional European and North American markets.

Uganda’s victory is particularly notable given its competition with 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 to reshape global perceptions. Its recognition as a “natural paradise” has enhanced Uganda’s image as an authentic and pristine destination, where adventure meets nature and cultural conservation.

Adding to the liveliness of the night was a performance by the Ugandan Diaspora Folk Dancers, a Swiss-based group whose colorful performances of traditional music and movement brought the spirit of Africa to Lugano. Their performance reflects the government’s broader vision to engage the Ugandan community in promoting national development goals, including tourism promotion, cultural diplomacy, and socio-economic transformation.

The win also underscores Uganda’s increasing investment in sustainable tourism and its focus on preserving natural ecosystems while empowering local communities. This global recognition is expected to enhance 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 has not only put the nation firmly on the tourism map in Europe, but also symbolizes a new era of confidence and ambition in its global reach. 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 jewel of global tourism excellence.

Image: Amnesty International