Uganda participates in Swiss tourism expo

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Uganda is intensifying its push into Europe’s high-value tourism markets by targeting Switzerland’s luxury and long-haul travellers at two major travel exhibitions in Bern and Zurich this month.

Following successful participation at the World of Coffee Expo in Geneva in June 2025 and the premier tourism fair in Lugano in October 2025, Uganda will for the first time showcase its tourism potential at two of Switzerland’s most influential consumer travel events - the Bern Ferienmesse, running from January 22 to 25, and FESPO Zurich, scheduled for January 29 to February 1, 2026.

Participation in this rapid succession of expos is expected to provide Destination Uganda with direct access to tens of thousands of potential travellers and tour industry players, helping to position the country as a premium African destination for nature, culture, adventure and authentic experiences.

The Bern Ferienmesse, which opens this weekend, focuses on solo travel inspiration, group and experiential tourism. It attracts up to 20,000 visitors and more than 300 exhibitors, featuring destinations, tour companies, cruise operators and outdoor adventure brands. FESPO Zurich, Switzerland’s largest holiday and travel fair, is even bigger, drawing over 42,000 moneyed visitors and more than 500 exhibitors, many of whom are planning long-haul sunny summer holidays.

The audience and expo goers profile includes families, adventure seekers, culture travellers and experienced international holidaymakers interested in discovering new destinations beyond traditional European routes.

Uganda is intensifying its push into Europe’s high-value tourism markets by targeting Switzerland’s luxury and long-haul travellers. (Courtesy photo)

Talking about the rationale behind Uganda’s participation, the Deputy Permanent Representative of Uganda to the United Nations in Geneva, Ambassador Arthur Kafeero, said Switzerland presents a strategic opportunity for tourism growth and investment.

“The Swiss market is characterised by a very high per capita income of about $ 105,000, strong demand for long-haul travel and a growing preference for nature-based, adventure and sustainable tourism,” Kafeero explains.

“These are the products Uganda is endowed with - from mountain gorilla trekking and wildlife safaris, boat cruises, birding, culture, agro-tourism and scenic landscapes. It is therefore important to keep the menu within this market.”

Beyond leisure travel, Kafeero said the expos also provide a platform to engage potential investors interested in tourism infrastructure such as eco-lodges, resorts, transport services and hospitality training.

“Key markets like Switzerland offer vast untapped potential not only for tourist arrivals but also for investment in tourism-support infrastructure,” he added.

The push into Switzerland makes economic sense given the striking contrasts in travel spending and visitor flows.

According to the Swiss Federal Statistical Office, Swiss outbound travellers spent an estimated $23 billion abroad in 2024, making Switzerland one of Europe’s strongest outbound tourism markets.

However, data from Uganda’s Directorate of Citizenship and Immigration Control shows that only 106 Swiss tourists visited Uganda in 2024, a figure government officials consider far below potential.

Tourism stakeholders believe that even a modest increase in Swiss arrivals could deliver significant benefits.

“An increase to even 2,000 Swiss visitors annually would translate into substantial foreign exchange earnings and direct benefits for hotels, airlines, tour operators, guides and local communities,” says Uganda Hotel Owners Association president Jean Byamukama.

Swiss tourists are also known for longer stays and higher spending per trip, especially on guided tours, quality accommodation and unique experiences, making them particularly attractive for Uganda’s high-end tourism offerings.

At both fairs, we are showcasing a wide range of tourism products aimed at the premium and experiential travel segment.

These include a boat ride while viewing in Queen Elizabeth, Murchison Falls or on the River Nile in Murchison Falls National Park. There is Kidepo Valley National Park with the biggest herd of buffalo on earth. Mountain gorilla trekking in misty Bwindi Impenetrable Forest. If one wants to know how clothes feel in a washing machine, white water rafting in Jinja offers a memorable chance. Bird-watching of 1100 different species is thrilling.

Exhibitor from Uganda also promoting the premium coffee and the spirit of Uganda (Uganda Waragi gin), creative industries and cultural heritage as part of a broader national branding effort that links tourism with trade, investment and cultural diplomacy.

Organisers say this integrated approach helps position Uganda not only as a destination to visit, but also as a country with quality products, skilled people and investment opportunities.

The expos are having business-to-business (B2B) and business-to-consumer (B2C) sessions, allowing Ugandan tour operators to engage directly with Swiss travel agents, wholesalers and independent travellers.

This is expected to help build partnerships, develop tailored travel packages and improve Uganda’s visibility in Swiss travel catalogues and online platforms.

The multi-Agency government approach reflects a coordinated government effort under the Economic and Commercial Diplomacy Strategy, which uses foreign missions to promote trade, tourism and investment.

The delegation includes officials from the Ministry of Foreign Affairs, the Ministry of Finance, Planning and Economic Development, the Uganda Tourism Board (UTB), the Ministry of Agriculture, Animal Industry and Fisheries, the Association of Uganda Tour Operators (AUTO), as well as members of the Ugandan diaspora in Switzerland.

The Uganda Mission to the Swiss Confederation in Geneva is leading, coordinating and sponsoring the country’s participation in both events.

Tourism officials say the involvement of multiple agencies ensures that visitors and business partners receive consistent information on travel, investment incentives, trade opportunities and government support.

“This whole-of-government approach strengthens Uganda’s credibility and shows that tourism promotion is linked to broader economic development goals,” said Herman Kaboyo, a UTB official.

Tourism as an Economic Driver

Tourism remains one of Uganda’s top foreign exchange earners and a major employer, especially for youth and women in hospitality, transport, crafts and guiding services.

Government policy increasingly emphasises high-value tourism rather than only high-volume travel, to protect natural resources while increasing revenue per visitor.

Markets such as Switzerland, Germany, the UK and Scandinavia are seen as ideal for this strategy because travellers are willing to pay for quality experiences, conservation-friendly tourism and authentic cultural engagement.

By entering the Swiss market more deliberately, Uganda hopes to diversify its European visitor base, reduce dependence on traditional markets and stabilise tourism growth across seasons.

Officials say participation in the Bern Ferienmesse and FESPO Zurich is only the beginning of a longer-term engagement with Switzerland and the wider Central European region.

Plans are already underway to strengthen partnerships with Swiss tour operators, travel media, airlines and conservation groups, while expanding promotional campaigns through digital platforms and travel networks.

For Uganda, the Swiss expos represent more than just exhibition booths - they are part of a broader strategy to reposition the country as a world-class destination for travellers seeking meaningful, sustainable and memorable experiences.

As competition for global tourists intensifies, Uganda’s message in Bern and Zurich is clear: the Pearl of Africa is ready to welcome discerning travellers looking for adventure, authenticity and luxury in one destination.