Uganda Showcases Excellence in Coffee and Tourism, Wins Award at Swiss Expo

Lugano, Switzerland. October 31, 2025: In a major win for the Ministry of Foreign Affairs Economic and Commercial Diplomacy Program, Uganda has, in her premier flagship appearance at the Swiss International Holiday Expo (SIHE), won the prestigious Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category at a glamorous gala evening to mark the start of the Expo in the southern city of Lugano.

Uganda’s debut at SIHE 2025, was sponsored by The Permanent Mission of Uganda to the UN in Geneva. The objective was to position the country as a Premier Travel Destination, tapping into the high-spending Swiss travel market, by show-casing Uganda’s unique attractions such as gorilla trekking, diverse wildlife, cultural heritage, and adventure tourism.

The Mission also partnered with the Ministry of Agriculture to offer a “Coffee Tasting Experience during the Expo” which saw guests flock to the stall, drawn by the aroma of freshly brewed Ugandan coffee.

Key markets such as Switzerland offer significant untapped potential for Uganda’s tourism sector, given the Swiss population’s high per capita income (USD 102,000) and strong interest in international travel. According to the Swiss Federal Statistics Office, in 2024, Swiss travelers spent USD 23 billion abroad. In what some considered punching above its weight in comparison to traditional tourism heavyweights like Kenya and Tanzania, Uganda made a bold decision to go for the big leagues, surprising everyone by coming out on top.

Significant to note was that Uganda was the only Country to win the award; all other recipients of awards were private sector tour companies. The evening was further electrified by an exciting cultural performance by Uganda Diaspora Folk Dancers, a troupe based in Switzerland, underscoring the Government’s commitment to mobilize the Ugandan Diaspora for socio-economic transformation.

Speaking in Lugano, after receiving the award, an elated Permanent Representative, Amb. Marcel Tibaleka, who also doubles as Ambassador of Uganda to the Swiss Confederation, said the participation in the Expo was “a good strategic investment, which will enhance global recognition, prestige, and credibility of Uganda’s tourism sector.”

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