Lugano, Switzerland – Uganda emerged winner of the Swiss Tourism Excellence Award 2025 in the “Natural Paradise” category, marking a triumphant debut at the Swiss International Holiday Expo (SIHE) in Lugano. The recognition capped off a highly successful showcase that advanced Uganda’s Economic and Commercial Diplomacy agenda while highlighting the nation’s unique blend of tourism, culture, and premium coffee.
Held from 30-31 October, SIHE 2025, the event was coordinated by the Permanent Mission of Uganda to the United Nations in Geneva and brought together key government agencies, including the Ministries of Foreign Affairs, Tourism, Wildlife and Antiquities, Agriculture, Finance, the Uganda Tourism Board (UTB), and the Uganda Investment Authority (UIA). Exhibiting under the theme “From Bean to Beauty: Experience Uganda,” the delegation illustrated the synergy between Uganda’s natural attractions, world-class coffee, and investment potential.
A major highlight of the Uganda pavilion was the Coffee Tasting Experience, which drew hundreds of visitors eager to sample Uganda’s finest Arabica and Robusta coffees. The showcase came at a time when Uganda attained a historic milestone exporting 8.2 million 60-kilogram bags valued at USD 2.3 billion, the highest ever recorded, firmly positioning the country as Africa’s top coffee exporter. Exhibitors connected Uganda’s coffee culture to its breathtaking landscapes, iconic mountain gorillas, rich wildlife, and adventure tourism opportunities.
Ambassador Marcel Tibaleka, Uganda’s Permanent Representative in Geneva, described the participation as “a strategic investment that enhances Uganda’s visibility and credibility in high-value global markets.” His deputy, Ambassador Arthur Kafeero, emphasised that merging tourism with coffee exports “expands Uganda’s brand narrative, linking its natural beauty to its productive potential.”
Uganda’s award placed it ahead of regional competitors and signaled its growing appeal as a destination for sustainable, luxury, and adventure tourism. Notably, Uganda was the only country to receive an award at the ceremony others were private tour companies. The gala evening was energised by a cultural performance from the Uganda Diaspora Folk Dancers in Switzerland.
The achievement aligns with the goals of the upcoming National Development Plan IV, which prioritises tourism diversification, export growth, and increased foreign investment under the Economic and Commercial Diplomacy Strategy. With Swiss travelers spending an estimated USD 23 billion abroad in 2024, tapping into this affluent market presents vast opportunities for Uganda’s tourism and export sectors.
Uganda’s victory in Lugano stands as a testament to coordinated diplomacy, cross-sector collaboration, and the country’s rising global profile as the true “Natural Paradise” of Africa.
