HISTORIC! Uganda Debuts at Switzerland’s Largest Tourism Expo, Targets High-End Adventure Market

Uganda has, for the first time, joined leading global destinations including Italy, Jordan, Australia, and Indonesia in showcasing its adventure tourism products to high-end travelers at the 34th FESPO and Golfmesse 2026, underway at the Messe Zurich Exhibition Centre from January 29 to February 1, 2026.

FESPO is Switzerland’s largest tourism exhibition, attracting over 42,000 visitors and more than 500 exhibitors, primarily planning long-haul summer holidays. Its clientele comprises adventure seekers, culture travelers, and affluent holidaymakers eager to discover new destinations.

Tourism Minister Hon Martin Bahenduka (C) engages with a Ugandan tour operators. Looking on is Deputy Amb. Kafeero (L)

Uganda’s participation marks a strategic push to penetrate the Swiss tourism market, promote its adventure and sports tourism portfolio, and build name recognition among Swiss travelers.

Describing Uganda’s presence as historic, Stephan Amstad, Exhibition Manager at FESPO, said:

“In our 34th year, FESPO welcomes Uganda as the second African country after South Africa to have a country pavilion, which is a welcome development.”

Government-Led Economic Diplomacy

The Uganda Country Pavilion was sponsored by the Uganda Mission to the Swiss Confederation under the Government’s Economic and Commercial Diplomacy (ECD) program, with subsidized participation of 13 members of the Association of Uganda Tour Operators (AUTO).

The delegation brought together officials from the Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, the Uganda Tourism Board (UTB), the Ministry of Agriculture (Coffee Department), and members of the Ugandan diaspora in Switzerland, underscoring a whole-of-government approach to tourism promotion.

Leading the delegation, Hon. Martin Mugarra Bahinduka, Minister of State for Tourism, said Uganda’s presence in Zurich offers a critical opportunity to understand the Swiss traveler.

“Our presence in Zurich allows us to establish first-hand the Swiss traveller’s profile and to customize product development and market infrastructure interventions accordingly,” he said.

Understanding the Swiss Market

UTB CEO Juliana Kaggwa emphasized the value of FESPO as a market-learning platform.

“This is an immersive opportunity to acquire first-hand market insights, benchmark marketing materials, and network with Swiss tour operators selling African destinations,” she said, noting the importance of producing promotional materials in multiple languages to match Switzerland’s linguistic diversity.

Anjelica Evans, representing Let’s Go Travel, applauded government support for Ugandan tour operators and stressed the importance of consistency.

Swiss visitors listen to UTB CEO Juliana Kaggwa making a presentation on Uganda

“Familiarity in the Swiss market builds trust,” she said, citing Uganda’s experience in Germany, where sustained participation at ITB Berlin led to increased arrivals and international recognition.

“If the Ministry of Foreign Affairs consistently supports a Ugandan stand at FESPO Zurich for the next four years, we should see massive recognition and returns on sales.”

Tailored Branding Over One-Size-Fits-All

Uganda’s Deputy Permanent Representative to Switzerland, Amb. Arthur Kafeero, cautioned against generic tourism promotion strategies.

“Venturing into markets without adequate research leads to wrong product design and placement,” he said, explaining that the Mission had conducted targeted market research to guide UTB.

He highlighted that Swiss travelers are seasoned adventurers who value hiking, cycling, nature, and tranquility over mass tourism.

“They are prepared to pay extra for peace and quiet. Our brand promise in this market must speak to that reality,” Kafeero added.

Financing Growth Through Diplomacy

According to the Ministry of Finance, Uganda’s tourism earnings reached USD 1.7 billion in FY 2024/25, driven by peace, competitiveness, strategic infrastructure investments, and ECD interventions.

Amb. Richard Kabonero, Team Lead of the ECD Hub at the Ministry of Foreign Affairs, praised Uganda’s Mission in Geneva for opening new markets such as greater Switzerland.

“The idea behind a Government pavilion is to connect Swiss clients directly with Ugandan tour operators, instead of losing revenue to third-party sellers,” he said.

L-R; Ambassador Richard Kabonero (2nd R), flanked by MOFA Spokesperson Margaret Kafeero (R), Hannington Ashaba (2nd L)

Hannington Ashaba, Acting Director of Budget at MoFPED, noted that first-hand observation of ECD implementation would inform future budget priorities.

“While the Ministry of Foreign Affairs will maintain UGX 120 billion for ECD, we also intend to scale up funding to the Ministry of Tourism and UTB,” he said, cautioning against uncoordinated spending.

Quality, Trust, and Market Penetration

Veteran tour operator Felex Musinguzi, Director of Kazinga Tours, emphasized that Swiss travelers have high expectations.

“You must deliver exactly as promised, or you lose trust forever,” he said, adding that recommendations and online ratings play a critical role in Swiss travel decisions.

CBI Tourism Expert Mirjam Moine noted that FESPO allows Ugandan operators to study Switzerland’s tourism trade structure, dominated by major firms such as Globetrotter, Hotelplan, and Touristik Suisse.

“Uganda must understand how the market works before it can successfully penetrate it,” she said.

Showcasing Uganda’s Premium Offer

At FESPO 2026, Uganda is promoting scenic landscapes, hiking trails, cycling tours, golf resort hotels, international sports events, cultural heritage, and premium Ugandan coffee, positioning the country as a distinctive, high-end destination for the Swiss market.