Uganda is set to make its first appearance at two major Swiss travel exhibitions, aiming to attract more Swiss tourists and create business opportunities for local tour operators, hotels, airlines, and creative industry players.
The move is part of a broader effort to promote private-sector-led tourism growth and showcase Uganda as a premium travel destination.
The country will feature at the Bern Ferienmesse from 22nd to 25th January 2026 and FESPO Zurich in Switzerland from 29th January to 1st February 2026.
These appearances follow successful participation in Geneva’s World of Coffee Expo in June 2025 and the premier tourism event in Lugano in October 2025.
Officials describe the two expos as rare opportunities to directly market Uganda to Swiss travellers seeking luxury, authentic, and sustainable experiences.
The Bern Ferienmesse is expected to attract up to 20,000 visitors and over 300 exhibitors, while FESPO Zurich anticipates more than 42,000 visitors and 500 exhibitors, most planning for long-distance summer holidays.
Coordinated and funded by the Uganda Mission in Geneva, the initiative brings together multiple government agencies and private sector stakeholders, reflecting a collaborative approach to boosting Uganda’s international tourism profile.
Speaking to journalists, Ambassador Arthur Kafeero, Uganda’s Deputy Permanent Representative to the United Nations in Geneva, emphasized the strategic importance of the expos.
“Direct engagement with Swiss tour operators and travelers through platforms such as the Bern Ferienmesse will boost Uganda’s visibility and translate into increased tourist arrivals,” Ambassador Kafeero said.
“Swiss travellers have a strong appetite for long-distance, premium, and authentic experiences, presenting opportunities for Ugandan businesses offering adventure tourism, eco-lodges, cultural tourism, and luxury travel services,” he added.
According to the Swiss Federal Statistics Office, Swiss travellers spent USD 23 billion abroad in 2024, yet only 106 visited Uganda during the same period, based on data from Uganda’s Directorate of Citizenship and Immigration Control.
Ambassador Kafeero noted that even a modest increase could generate significant economic benefits.
“An increase to even 2,000 Swiss visitors annually would substantially boost foreign exchange earnings and directly benefit local communities, hotels, airlines, and tour operators,” he said.
The expos will also feature both business-to-business (B2B) and business-to-consumer (B2C) sessions, allowing Ugandan tour operators to negotiate partnerships, showcase travel packages, and engage directly with potential clients and collaborators.
Beyond tourism, Uganda will also showcase its premium coffee, cultural heritage, and creative industries, opening broader commercial opportunities for local businesses.
Uganda’s debut at the Swiss travel expos is expected to generate new partnerships, increase tourist arrivals, and strengthen private-sector growth, ultimately benefiting local communities and elevating the country’s profile as a high-end travel destination.
The Ugandan 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.
