Uganda is taking part for the first time in the Annual Swiss International Holiday Expo (SIHE) in Lugano, Switzerland. The 2025 exhibition runs from Friday, October 31 to Sunday, November 2 at the Centro Esposizioni Centre. It is one of Switzerland’s top tourism fairs, focusing on luxury travel, MICE (Meetings, Incentives, Conferences, Exhibitions/Events), and leisure. The event attracts more than 400 international buyers, 400 exhibitors from 80 countries, and over 7,000 high-spending visitors.
Sponsored by Uganda’s Permanent Mission to the United Nations in Geneva, which also represents the country in the Swiss Confederation in Bern, Uganda’s participation brings together multiple stakeholders. The delegation will showcase Uganda’s unique attractions through exhibitions, B2B and B2C meetings, and networking sessions. The goal is to position Uganda as a top holiday destination for the Swiss market, promoting gorilla trekking, wildlife, culture, and adventure tourism.
Participants include officials from the Ministry of Foreign Affairs; Ministry of Tourism, Wildlife and Antiquities; Ministry of Agriculture, Animal Industry and Fisheries; Ministry of Finance, Planning and Economic Development; Uganda Tourism Board; Uganda Investment Authority; Association of Uganda Tour Operators; and the Ugandan diaspora in Switzerland.
The 2024 edition of the expo attracted over 11,000 visitors, mostly Swiss families seeking vacation experiences. This year’s event introduces a dedicated Luxury Tourism Zone designed to connect exhibitors with high-end consumers and luxury-focused tour operators.
Uganda’s Permanent Representative to the UN in Geneva, Ambassador Marcel Tibaleka, said the event provides a chance to engage directly with Swiss and European travel enthusiasts, promote Uganda’s “Pearl of Africa” brand, and form partnerships across key sectors such as luxury safaris, cultural travel, and MICE.
Deputy Permanent Representative Ambassador Arthur Kafeero noted that after Uganda’s successful showing at the World of Coffee Expo in Geneva in June 2025, the Lugano fair would further promote Ugandan coffee to Swiss consumers. “Coffee promotion will not only support tourism but also boost Uganda’s agro-export sector,” he said.
Ambassador Richard Kabonero, Head of Regional Economic and Regional Cooperation, said the exhibition offers a professional and results-oriented platform with targeted B2B meetings and networking opportunities that guarantee strong visibility among high-spending audiences.
Kara Komuhangi from the Uganda Investment Authority added that the exhibition will also market Uganda as a broader investment destination. “This provides a platform to attract investment beyond tourism,” she said.
Uganda hopes to use the fair to position itself as a premier travel destination in the Swiss market, boost tourism revenue, attract investments, conduct market research, and promote business linkages. The government funds Uganda’s participation under the Economic and Commercial Diplomacy Strategy of the Ministry of Foreign Affairs.