KAMPALA, February 3, 2026 — Uganda is targeting more tourists from Switzerland in 2026, with the aim of increasing tourism revenue, which is crucial in funding government’s development priorities.
To realise this goal, the government recently conducted a diplomatic and tourism promotion drive in the Swiss cities of Bern and Zurich, intensifying efforts to position Uganda — popularly known as the Pearl of Africa — as a premier travel destination. The country is renowned for its breathtaking natural beauty, rich biodiversity and diverse landscapes.
According to available records, Uganda received only 106 Swiss visitors in 2024, most of whom travelled for nature-based experiences and agricultural tourism.
During the Switzerland engagements, the Ugandan tourism team showcased flagship attractions including mountain gorilla trekking, wildlife safaris and a “coffee diplomacy” initiative aimed at attracting trade partners through tastings of premium specialty coffee. About 42,000 visited the Ugandan exhibition booths.
Uganda’s Deputy Permanent Representative in Geneva, Ambassador Arthur Kafeero, said the Swiss tourism market is characterised by strong demand for long-haul and nature-based travel.
He noted that promoting Uganda’s coffee culture, nature tourism and broader agro-export potential would attract high-value tourists and significantly boost foreign exchange earnings.
The Ugandan delegation comprised officials from the Ministry of Foreign Affairs, Uganda Tourism Board, Ministry of Agriculture, Animal Industry and Fisheries, Ministry of Finance, Planning and Economic Development, members of the Ugandan diaspora in Switzerland, and the Association of Tour Operators, working together to strengthen coordinated promotion of the country’s tourism offering.
The initiative follows a successful appearance at the Swiss International Holiday Expo in Lugano, where Uganda won the Swiss Tourism Excellence Award in the Natural Paradise category. The recognition has opened up multiple business opportunities, particularly in the hospitality and agro-processing sectors.
Officials anticipate that these engagements will generate more than 1,000 business-to-business opportunities between Ugandan and European tour operators, as well as media partnerships to attract further investment.
The Government of Uganda has identified tourism as one of the country’s key economic drivers, citing its high income per capita potential of approximately US$ 105,000 per visitor segment.
Uganda has also stepped up efforts to leverage commercial diplomacy to boost foreign exchange earnings. In the 2024/25 financial year, the tourism sector generated US$ 1.7 billion for the economy.
Under the new Budget Framework Paper, the Ministry of Foreign Affairs has been allocated Shs120 billion to advance commercial diplomacy initiatives, while the Ministry of Tourism is expected to receive an increased budget allocation from the Shs 430 billion provided in the previous financial year.
https://thecooperator.news/journalists-trained-in-sustainable-tourism-reporting/
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