Following its successful participation in the World of Coffee Expo in Geneva in June 2025 and a premier tourism event in Lugano in October 2025, Uganda will this month, for the first time, showcase its tourism potential at two of Switzerland’s most influential tourism exhibitions.
Uganda will participate in the Bern Ferienmesse, running from January 22 to January 25, and FESPO Zurich, scheduled for January 29 to February 1, 2026. The two events will position and market Uganda as a premier African destination to Swiss travelers, tour operators, and investors.
The Bern Ferienmesse, which opens this weekend, focuses on authentic travel experiences and individualized travel inspiration. It attracts up to 20,000 visitors and more than 300 exhibitors annually. FESPO Zurich, Switzerland’s largest travel fair, is expected to draw over 42,000 visitors and more than 500 exhibitors, most of whom are planning for the upcoming summer holidays.
The audience at both exhibitions includes families, adventure seekers, cultural travelers, and long-haul holidaymakers interested in discovering new and emerging destinations.
Explaining the rationale behind Uganda’s participation, the Deputy Permanent Representative of Uganda to the United Nations in Geneva, Ambassador Arthur Kafeero, said the Swiss market presents a strategic opportunity due to its strong preference for luxury, authentic, and sustainable travel experiences.
“The Swiss market is characterized by a high per capita income of about USD 105,000, strong demand for long-haul travel, and a growing interest in nature-based and adventure tourism,” Ambassador Kafeero said.
“Key markets such as Switzerland offer vast untapped potential for Uganda’s tourism sector, and we are also keen on attracting investors in tourism and infrastructure development.”
According to the Swiss Federal Statistics Office, Swiss outbound travelers spent approximately USD 23 billion abroad in 2024. However, data from Uganda’s Directorate of Citizenship and Immigration Control shows that only 106 Swiss tourists visited Uganda in the same year.
The Government of Uganda aims to significantly increase this number through targeted promotion and direct engagement with high-spending travelers and tour operators.
Ambassador Kafeero noted that participation in platforms such as the Bern Ferienmesse and FESPO Zurich will enhance Uganda’s visibility and drive tourist arrivals.
“An increase to even 2,000 Swiss visitors annually would significantly boost foreign exchange earnings and benefit local communities, hotels, airlines, and tour operators,” he said.
The two exhibitions will offer targeted Business-to-Business (B2B) and Business-to-Consumer (B2C) sessions for Ugandan tour operators. Uganda will also promote its premium coffee, rich cultural heritage, and creative industries, strengthening the country’s overall brand identity and attracting both tourists and commercial buyers.
Uganda’s delegation includes officials from the Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, Uganda Tourism Board, Ministry of Agriculture, Animal Industry and Fisheries, the Association of Uganda Tour Operators, and members of the Ugandan Diaspora in Switzerland, underscoring a whole-of-government and stakeholder-driven approach to tourism promotion.
Uganda’s participation is being led, coordinated, and sponsored by the Uganda Mission to the Swiss Confederation in Geneva, in line with the Government’s Economic and Commercial Diplomacy Strategy.
