Uganda takes tourism campaign to Zurich trams
Speaking at the tram campaign launch, Uganda’s Ambassador to Switzerland, Marcel Tibaleka, said the partnership with Private Safaris was intended to bring Uganda closer to potential Swiss visitors.
The campaign, being implemented by the Embassy of Uganda in Switzerland in partnership with Private Safaris, a specialist in African travel in the Swiss market, was launched on Wednesday, September 16, 2026. (Courtesy photo)
________________
Uganda has taken its tourism promotion to the streets of Zurich, Switzerland, with eye-catching advertisements on trams and digital screens aimed at attracting high-spending Swiss travellers to visit the Pearl of Africa.
The campaign, being implemented by the Embassy of Uganda in Switzerland in partnership with Private Safaris, a specialist in African travel in the Swiss market, was launched on Wednesday, September 16, 2026.
The trams feature images of Uganda’s wildlife, landscapes and distinctive experiences, including the popular coffee cup, Rolex, exposing commuters and residents of Zurich to the country's tourism attractions as they go about their daily lives.
Speaking at the tram campaign launch, Uganda’s Ambassador to Switzerland, Marcel Tibaleka, said the partnership with Private Safaris was intended to bring Uganda closer to potential Swiss visitors.
Zurich, Switzerland’s largest city and a major international business and travel centre, was selected for the campaign because of its concentration of affluent residents and its potential as a source of premium international travellers, according to Tibaleka.
The tram advertising follows a digital campaign launched on September 1 at Zurich Main Train Station, where a video showcasing Uganda’s tourism attractions is displayed on advertising screens every 20 to 30 minutes.
The Embassy officials said the two campaigns are intended to maintain Uganda’s visibility among residents, commuters and international travellers passing through the city.
Tibaleka said the Embassy hopes that the increased visibility would translate into more Swiss tourists visiting Uganda as well as increased interest from potential investors.
The campaign is also using a familiar comparison to spark curiosity among Swiss audiences, with potential visitors being introduced to Uganda as a destination sometimes described as “The Pearl of Africa” because of its varied landscapes, cool highland areas and scenic beauty. In it still is Kisoro district, which is referred to as the Switzerland of Africa given it hills, valleys and cool weather.
Switzerland remains an important market for Uganda's tourism industry because of its established outbound travel market and the spending capacity of its international travellers.
The Embassy said it would continue pursuing targeted tourism promotion initiatives in Switzerland through partnerships with travel industry players, with the aim of increasing visitor numbers, tourism expenditure and length of stay.
Uganda is seeking to diversify its international tourism markets by promoting its wildlife, landscapes, culture, adventure and other experiences to travellers beyond its traditional source markets.
Technology through screens is taking potential tourists and investors to the snow-capped Rwenzori Mountains, reminding those old enough of the legendary star King Kong in the 1980s.
Prior to the COVID-19 pandemic in 2019, Uganda welcomed over 1.5 million visitors and received $1.6b (over sh6 trillion) in tourist revenue. But this was cut to one-third in the following year, according to the tourism ministry. However, the numbers have since gone back to pre-COVID-19 times.