Swiss tour firm partners with Uganda embassy to sell country in Zurich

What the report says

The Embassy of Uganda in Switzerland has teamed up with Private Safaris, an Africa-focused travel specialist in the Swiss market, to launch a tourism promotion drive in Zurich. According to Watchdog Uganda, the aim is to increase Uganda’s visibility in Switzerland and encourage more Swiss travellers to visit the East African country.

The campaign uses both digital and transit advertising. Watchdog Uganda reported that a video highlighting Uganda’s wildlife and nature has been running on screens at Zurich Main Train Station since 1 September 2026, while branded adverts on Zurich trams are scheduled to begin on 16 September 2026. The embassy said Zurich was chosen because of its concentration of affluent residents and its potential to generate premium travel demand.

Uganda’s ambassador to Switzerland, Marcel R. Tibaleka, described the partnership as a way to present Uganda as a distinctive destination and invite Swiss people to experience the country’s tourism offer. The embassy said the wider effort is part of a longer-term strategy to build partnerships in Switzerland and improve tourism arrivals, spending and length of stay from that market.

More broadly, the report reflects how countries increasingly use targeted overseas marketing to compete for high-value visitors. In this case, the focus is on Switzerland, where travellers are often seen by destination marketers as frequent international outbound tourists with strong spending power.