Uganda is taking its wildlife tourism message to the streets of Zurich, using trams and railway-station screens to promote gorilla trekking, safaris and nature-based travel to Swiss audiences. The campaign is part of a wider effort to attract high-value international visitors and strengthen Uganda’s position as an adventure destination.
Advertising on Zurich’s public transport network began in September 2026, with tram promotions launching on 17 September and video displays at Zurich’s main railway station used to showcase Uganda’s landscapes and wildlife. The initiative offers a high-profile European platform for the country’s tourism authorities as they seek to build awareness beyond established markets.
What Uganda’s Zurich tourism campaign is promoting
The campaign presents Uganda as a destination for travellers interested in wildlife, conservation and outdoor experiences. Its central message focuses on the country’s mountain gorillas, but the promotion also highlights safari landscapes, national parks, cultural experiences and adventure activities.
Zurich was selected as an important European market because the campaign is aimed at travellers with an interest in long-haul journeys and premium nature-based holidays. Public transport advertising places Uganda’s imagery in front of daily commuters, visitors and travel consumers in one of Switzerland’s major urban centres.
- Tram advertising began in Zurich on 17 September 2026.
- Railway-station video displays are being used to increase destination visibility.
- Gorilla trekking is the campaign’s main flagship experience.
- Safari, conservation, cultural and adventure tourism are also being promoted.
- Swiss travellers are being targeted as a high-value European market.
Why gorilla trekking is central to Uganda’s tourism strategy
Gorilla trekking is one of Uganda’s most distinctive tourism experiences. Visitors travel into protected forest areas for guided encounters with mountain gorillas, combining wildlife observation with conservation and adventure travel.
Bwindi Impenetrable National Park is a major destination for gorilla trekking. Uganda’s wider nature offering includes 10 national parks and 12 game reserves, giving visitors opportunities for game drives, guided walks, birdwatching and other outdoor activities.
The campaign’s emphasis on gorillas reflects the experience’s international appeal and its ability to distinguish Uganda from other safari destinations. It also supports a wider conservation-based tourism model in which visitor spending contributes to protected areas, guides, accommodation providers and local communities.
Beyond the gorillas
Although gorilla trekking is the strongest promotional image, Uganda’s tourism message extends across several travel categories:
- Wildlife safaris and national-park visits
- Forest and mountain experiences
- Birdwatching and guided nature walks
- Adventure travel and outdoor activities
- Cultural tourism and community-based experiences
- Conservation-focused holidays
Uganda’s tourism recovery supports international marketing
The Zurich campaign comes as Uganda reports renewed growth in international tourism. Ministry of Tourism, Wildlife and Antiquities figures cited in the campaign show international arrivals rising from 1,371,895 in 2024 to approximately 1.642 million in 2025.
Tourism earnings were reported at about UGX 5.83 trillion in 2025, equivalent to roughly USD 1.62 billion. The sector was also described as contributing 5.9% of Uganda’s gross domestic product and supporting more than 876,000 jobs across accommodation, transport, guiding and related services.
These figures are helping support a more ambitious international marketing programme. Rather than relying only on traditional safari markets, Uganda is seeking greater visibility in European cities and among travellers who may be considering specialist wildlife or adventure holidays.
What the campaign means for Swiss travellers
The Zurich promotions do not introduce a new travel rule or booking requirement. Instead, they are designed to raise awareness and encourage Swiss residents to consider Uganda for a future holiday.
Travellers interested in the campaign’s featured experiences should research practical arrangements separately before booking. Gorilla trekking involves advance planning, including checking current entry requirements, park regulations, permit arrangements, local transport, accommodation and travel insurance.
Travellers should also confirm details directly with Uganda’s official authorities, licensed tour operators and accommodation providers. Wildlife activities can have specific operating conditions, and availability may vary according to conservation rules and park procedures.
Europe remains important to Uganda’s tourism expansion
Zurich is one part of a broader European promotion strategy. Uganda has also used activity in cities including Paris and Copenhagen to increase awareness of its wildlife, cultural heritage and adventure offering.
European destination marketing gives Uganda an opportunity to reach new audiences while diversifying its international visitor base. The strategy is focused on attracting travellers likely to stay longer, spend more on specialist experiences and support tourism businesses connected to conservation and protected areas.
For Uganda, the challenge is not only to generate attention but also to convert that attention into complete, well-supported journeys. That means maintaining access to parks, expanding suitable accommodation, supporting trained guides and ensuring that tourism growth remains compatible with conservation priorities.
What happens next for Uganda tourism
The Zurich tram and rail promotion is expected to contribute to Uganda’s wider effort to position itself as the “Pearl of Africa” for international adventure travellers. Its most recognisable asset remains gorilla trekking, but the country is presenting a broader combination of forests, lakes, mountains, wildlife and cultural experiences.
For Swiss travellers, the campaign provides an introduction to a destination that may be less familiar than some other African safari markets. The practical next step for anyone interested is to check official entry information and use reputable, licensed providers before making arrangements.
Uganda’s Zurich tourism campaign shows how destination authorities are using high-visibility European transport networks to promote specialist travel. Its lasting impact will depend on turning public awareness into responsible visits that benefit both local communities and the wildlife experiences at the heart of the campaign.
