The Embassy of Uganda in Switzerland has partnered with Private Safaris, a leading specialist in African travel in the Swiss market, to roll out a major tourism promotion campaign in Zurich, Switzerland aimed at raising Uganda’s visibility and attracting more Swiss tourists to the country.
This partnership is part of the Embassy’s ongoing efforts to strengthen the promotion of Uganda as a tourism destination and increase the number of tourists travelling from Switzerland to Uganda. Switzerland is an important target market as the Swiss are among the world’s most frequent outbound travellers and have high spending power for international travel.
A major component of the partnership is the launch on 16th September 2026, of adverts on trams operating through Zurich, Switzerland’s largest city, with branded striking images of Uganda’s unique wildlife and nature offerings. Zurich was strategically selected for the tram campaign because of its concentration of high-income residents and strong potential as a source market for premium Swiss tourists.
Under the same partnership, a digital tourism promotion campaign was launched at Zurich Main Train Station on 1st September 2026. A video showcasing Uganda’s tourism offering is being displayed on advertising screens at the station every 20 to 30 minutes. Together, the digital and tram advertising will for the first time provide sustained and high-visibility promotion of Uganda to residents, commuters and international travellers across Zurich.
Speaking at the launch, Ambassador Marcel R. Tibaleka, Uganda’s Ambassador to Switzerland, underscored the importance of the initiative in reaching potential Swiss tourists. “Through this partnership with Private Safaris, we are bringing Uganda to Switzerland, as a unique tourism destination and inviting the Swiss people to explore and discover the authentic experience our country has to offer”. We look forward to translating this increased visibility into more Swiss tourists visiting Uganda,” he said.
Through initiatives such as these, the Embassy will continue a targeted approach to tourism promotion in Switzerland building and strengthening partnerships to increase tourism numbers, tourism spend and tourism stays in Uganda from Switzerland.
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