Uganda seeks to increase Swiss tourist arrivals to 2,000 annually

BERN, Switzerland — Uganda has launched an economic diplomacy campaign in Switzerland this week, aiming to increase annual tourist arrivals from the country to at least 2,000 as part of a broader strategy to expand its economy to $500 billion by 2040.

The initiative targets Switzerland’s $23 billion outbound travel market, with Ugandan officials appearing at the Bern Ferienmesse this week and the upcoming FESPO Zurich exhibition. The drive comes as the East African nation looks to capitalize on the high purchasing power of Swiss travelers, who have a per capita income of approximately $105,000.

Despite Switzerland’s status as a leading global spender on travel, data from Uganda’s Directorate of Citizenship and Immigration Control shows only 106 Swiss citizens visited the country in 2024.

Under the National Development Plan IV, the Ugandan government has identified tourism as a critical pillar for achieving tenfold economic growth over the next 15 years. The current strategy employs a dual-track approach: promoting mountain gorilla trekking and wildlife safaris while using “coffee diplomacy” to court trade partners through specialty coffee tastings.

Ambassador Arthur Kafeero, the deputy permanent representative in Geneva, noted that the Swiss market shows a strong preference for the luxury and sustainable experiences Uganda offers. Kafeero said that reaching the 2,000-visitor target would significantly increase foreign exchange earnings and provide direct benefits to local communities, hotels and the aviation sector.

The delegation, which includes the Uganda Tourism Board and the Uganda Investment Authority, is also seeking Swiss partnerships for infrastructure projects, including eco-lodges and conference facilities. This follows Uganda’s recent success at the Swiss International Holiday Expo in Lugano, where it received the Swiss Tourism Excellence Award in the “Natural Paradise” category.

Officials expect to hold more than 1,000 business-to-business meetings during the exhibitions in Bern and Zurich to secure the investment required to meet the country’s 2040 economic targets.