By Diana N. Kintu
Uganda’s Ambassador to Switzerland, Marcel R. Tibaleka, at the launch of branded tourism adverts featuring Uganda’s wildlife and natural landscapes on trams across Zurich.
Zurich, Switzerland: For the next stretch of Zurich’s daily commute, a tram ride to work might come with a glimpse of Ugandan wildlife instead of the usual city ads.
The Embassy of Uganda in Switzerland has partnered with Private Safaris, a leading specialist in African travel in the Swiss market, to launch a major tourism promotion campaign in Zurich aimed at raising Uganda’s visibility and drawing more Swiss tourists to the country.
The choice of market wasn’t accidental. Switzerland was targeted specifically because the Swiss are among the world’s most frequent outbound travellers, with high spending power for international travel, exactly the kind of visitor Uganda’s tourism sector wants more of.
The campaign’s centrepiece launched on 16th September 2026: branded adverts running on trams across Zurich, Switzerland’s largest city, featuring striking imagery of Uganda’s wildlife and natural landscapes.
Zurich itself was deliberately chosen for its concentration of high-income residents and strong potential as a source market for premium Swiss tourists.
The tram campaign builds on a digital push that began earlier. Since 1st September 2026, a video showcasing Uganda’s tourism offering has been playing on advertising screens at Zurich Main Train Station every 20 to 30 minutes. Combined, the tram and train station advertising give Uganda its first sustained, high-visibility promotional presence to residents, commuters and international travellers moving through Zurich daily.
Speaking at the launch, Uganda’s Ambassador to Switzerland, Marcel R. Tibaleka, framed the campaign as a direct invitation to Swiss travellers.
“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,” Tibaleka said.
He said the Embassy’s goal now is to convert that visibility into actual visitors.
“We look forward to translating this increased visibility into more Swiss tourists visiting Uganda,” he said.
The Embassy said this campaign is part of a broader, targeted approach to tourism promotion in Switzerland, with more partnerships planned to grow not just the number of Swiss tourists visiting Uganda, but how much they spend and how long they stay once they arrive.
For now, the test starts on Zurich’s own streets: whether a tram ad and a train station screen can turn some of the world’s most well-travelled commuters into Uganda’s next visitors.
Source: Embassy of Uganda in Switzerland, Press Release, 16th September 2026.