Africa-Press – Uganda. Following its successful participation in the World of Coffee Expo held in Geneva in June 2025 and a premier tourism event in Lugano in October 2025, Uganda is this month set to showcase its tourism potential at two of Switzerland’s most influential travel exhibitions for the first time.
Uganda will participate in the Bern Ferienmesse, running from January 22 to January 25, and FESPO Zurich, scheduled for January 29 to February 1, 2026. The two expos will provide Uganda with a platform to increase visibility and market the country as a premier African destination to Swiss travellers.
The Bern Ferienmesse, which begins this weekend, focuses on authentic travel experiences and individual travel inspiration, attracting up to 20,000 visitors and more than 300 exhibitors.FESPO Zurich, meanwhile, is expected to draw over 42,000 visitors and more than 500 exhibitors, many of whom are planning for the summer holiday season. The audience includes families, adventure seekers, cultural travellers, and long-haul holidaymakers interested in discovering new destinations.
Citing Switzerland’s strong appreciation for luxury, authentic, and sustainable travel experiences, the Deputy Permanent Representative of Uganda to the United Nations in Geneva, Ambassador Arthur Kafeero, said Uganda’s participation in the expos is a strategic move to strengthen its positioning within the Swiss travel market.
“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 said. “Key markets such as Switzerland offer 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 outbound travellers spent USD 23 billion abroad in 2024. However, data from Uganda’s Directorate of Citizenship and Immigration Control shows that only 106 Swiss tourists visited Uganda in the same year.
The Government of Uganda aims to significantly increase this number through targeted participation in international travel exhibitions.
Ambassador Kafeero noted that direct engagement with high-spending Swiss travellers and tour operators through events such as the Bern Ferienmesse will boost Uganda’s visibility and translate into higher tourist arrivals.
“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 Ferienmesse and FESPO Zurich will also offer targeted business-to-business (B2B) and business-to-consumer (B2C) sessions for Ugandan tour operators. Uganda will use the platforms to promote its premium coffee, cultural heritage, and creative industries, strengthening the country’s overall brand identity and attracting both tourists and buyers.
Participants at the expos include 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, underscoring a coordinated government approach to tourism promotion.
Uganda’s participation in the two events is being led, coordinated, and sponsored by the Uganda Mission to the Swiss Confederation in Geneva, as part of the implementation of the Government’s Economic and Commercial Diplomacy Strategy.
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