Bern, Switzerland: Uganda has stepped up efforts to attract high-spending Swiss travellers after making its debut at two of Switzerland’s most influential tourism exhibitions, the Bern Ferienmesse and FESPO Zurich, as part of a broader strategy to position the country as a premium African destination.
The showcases, running from January 22–25 in Bern and January 29–February 1, 2026 in Zurich, come on the back of Uganda’s successful participation in the World of Coffee Expo in Geneva in June 2025 and a major tourism fair in Lugano last October.
Officials say the two expos offer a rare opportunity 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 more than 300 exhibitors, while FESPO Zurich anticipates over 42,000 visitors and 500 exhibitors, most planning for long-haul summer holidays.
Explaining the rationale behind Uganda’s participation, Arthur Kafeero, the Deputy Permanent Representative of Uganda to the United Nations in Geneva, said the Swiss travel market presents vast untapped potential.
“The Swiss market is characterised 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,” Kafeero said. “Key markets such as Switzerland offer significant opportunities for Uganda’s tourism sector, and we are also pursuing investors in tourism infrastructure development.”
According to data from the Swiss Federal Statistics Office, Swiss outbound travellers spent approximately USD 23 billion abroad in 2024. In contrast, figures from Uganda’s Directorate of Citizenship and Immigration Control show that only 106 Swiss tourists visited Uganda in the same year.
Government officials believe participation in high-profile expos such as Bern Ferienmesse and FESPO Zurich could significantly reverse that trend.
“Direct access to high-spending Swiss travellers and tour operators will increase Uganda’s visibility,” Ambassador Kafeero noted. “Even increasing arrivals to 2,000 Swiss visitors annually would substantially boost foreign exchange earnings and benefit local communities, hotels, airlines and tour operators.”
Beyond destination marketing, the exhibitions are also providing targeted B2B and B2C platforms for Ugandan tour operators. Uganda is showcasing its premium coffee, rich cultural heritage, and creative industries as part of a broader effort to strengthen the country’s brand and attract both tourists and 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.
The Uganda Mission to the Swiss Confederation in Geneva is leading and sponsoring the country’s participation, aligning the initiative with the government’s Economic and Commercial Diplomacy Strategy aimed at leveraging foreign markets to drive growth back home.
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