Uganda is showcasing its tourism offerings at two major travel exhibitions in Switzerland this month, marking the country’s first appearance at these influential events.
After successful participation at the World of Coffee Expo in Geneva in June 2025 and a key tourism event in Lugano in October 2025, the East African nation will be present at the Bern Ferienmesse from January 22 to 25 and FESPO Zurich from January 29 to February 1, 2026.
The Bern Ferienmesse, beginning this weekend, highlights authentic travel experiences and personal travel inspiration, drawing up to 20,000 attendees and over 300 exhibitors. Meanwhile, FESPO Zurich is expected to attract more than 42,000 visitors and over 500 exhibitors, many of whom are planning their summer holidays, including families, adventure seekers, cultural tourists, and long-distance travelers looking for new destinations.
Ambassador Arthur Kafeero, Uganda’s Deputy Permanent Representative to the United Nations in Geneva, said the decision to participate in the expos is aimed at strengthening the country’s presence in the Swiss travel market, where there is a strong appreciation for luxury, authentic, and sustainable travel experiences.
He explained that “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.” Ambassador Kafeero added that key markets like Switzerland hold “vast untapped potential for Uganda’s tourism sector, while also presenting opportunities for investment in tourism infrastructure.”
According to the Swiss Federal Statistics Office, Swiss travelers spent USD 23 billion abroad in 2024, but data from Uganda’s Directorate of Citizenship and Immigration Control shows that only 106 Swiss visitors came to Uganda in that year. The Ugandan government aims to raise that figure significantly by taking part in international travel exhibitions.
Ambassador Kafeero noted that meeting high-spending Swiss travelers and tour operators directly at events such as the Bern Ferienmesse will increase Uganda’s visibility and help attract more tourists. “An increase to even 2,000 Swiss visitors annually would significantly raise foreign exchange earnings and benefit local communities, hotels, airlines, and tour operators,” he said.
The exhibitions will also include business-to-business and business-to-consumer sessions for Ugandan tour operators. Uganda plans to use these platforms to promote its premium coffee, cultural heritage, and creative industries, reinforcing its overall brand and drawing both tourists and buyers.
Government officials attending include representatives from the Ministry of Foreign Affairs, the 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, demonstrating a coordinated effort to promote tourism.