Bern, Switzerland: Uganda is set to spotlight its tourism offerings at two of Switzerland’s leading travel expos this month, aiming to attract high-end travelers and investors from the country’s lucrative tourism market.
The East African nation is participating in the Bern Ferienmesse, running from January 22 to 25, and FESPO Zurich, scheduled for January 29 to February 1.
These events mark Uganda’s first major presence at the exhibitions, following successful participation in Geneva’s World of Coffee Expo in June 2025 and the premier tourism event in Lugano in October 2025.
The Bern Ferienmesse focuses on authentic travel experiences and individual inspiration, drawing around 20,000 visitors and more than 300 exhibitors.
FESPO Zurich is expected to attract over 42,000 visitors and 500 exhibitors, all planning their summer holidays.
The audiences include families, adventure seekers, culture travelers, and long-haul tourists looking for new destinations.
Ambassador Arthur Kafeero, Uganda’s Deputy Permanent Representative to the UN in Geneva, explained the strategic rationale behind the government’s investment in the expos.
“The Swiss market is characterized by a high per capita income of USD 105,000, strong demand for long-haul travel, and growing interest in nature-based and adventure tourism. Key markets such as Switzerland offer vast untapped potential in Uganda’s tourism sector, but we shall also pursue investors in infrastructure development,” Ambassador Kafeero said.
Statistics show that Swiss outbound travelers spent $23 billion abroad in 2024. Yet, Uganda received only 106 Swiss tourists in the same year, highlighting a significant growth opportunity.
The government aims to boost this number substantially, with a target of at least 2,000 Swiss visitors annually, a move expected to increase foreign exchange earnings and benefit local communities, hotels, airlines, and tour operators.
The Bern Ferienmesse and FESPO Zurich will provide Ugandan tour operators with both B2B and B2C platforms to engage directly with Swiss travelers and travel agents.
Uganda plans to showcase its premium coffee, cultural heritage, and creative industries, reinforcing its brand identity and attracting both tourists and buyers.
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.
Uganda’s participation is coordinated and sponsored by the Mission to the Swiss Confederation in Geneva, as part of the government’s Economic and Commercial Diplomacy Strategy.
