Uganda Targets High-End Swiss Travellers At Major Tourism Fair

Uganda joined major global tourism destinations to showcase its adventure tourism products to high-end travellers in the Swiss market. The country exhibited at the 34th FESPO and Golfmesse 2026, which took place from January 29 to February 1, 2026, at the Messe Zurich Exhibition Centre.

The East African nation joined countries such as Italy, Jordan, Australia and Indonesia at the event. FESPO is Switzerland’s largest tourism expo. It attracts more than 42,000 visitors and over 500 exhibitors planning summer holidays. The audience includes adventure seekers, cultural travellers and long-haul holidaymakers.

Uganda’s participation targeted market entry, brand visibility and name recognition among Swiss travellers. The country promoted its adventure and sports tourism portfolio.

Exhibition Manager Stephan Amstad described Uganda’s presence as historic. He said FESPO was welcoming Uganda as the second African country after South Africa to host a country pavilion in its 34-year history.

The Uganda Country Pavilion was sponsored by the Uganda Mission to the Swiss Confederation under the Government’s Economic and Commercial Diplomacy programme. Thirteen members of the Association of Uganda Tour Operators (AUTO) are participating under subsidised support.

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 coffee department, and the Ugandan diaspora in Switzerland are attending. Their presence reflects a coordinated government approach to tourism promotion.

Tourism State Minister Martin Mugarra Bahinduka is leading the delegation. He said the event offers a chance to understand Swiss traveller preferences and guide product development and infrastructure planning.

UTB Chief Executive Officer Juliana Kaggwa said first-hand market insights were vital. She noted that FESPO allows Uganda to benchmark marketing materials and build partnerships with Swiss tour operators. She said producing materials in multiple languages was necessary for the Swiss market.

AUTO member Anjelica Evans of Let’s Go Travel praised government support. She stressed the need for consistent participation to build trust. She cited Uganda’s long-term engagement at ITB Berlin as proof that consistency leads to market growth and higher sales.

Deputy Permanent Representative to the Swiss Confederation Arthur Kafeero warned against a one-size-fits-all tourism strategy. He said market research was essential due to cultural differences across Switzerland’s regions. He noted that Swiss travellers value outdoor activities, walking trails and quiet destinations over nightlife or long safaris.

The Ministry of Finance reports that tourism earnings reached USD 1.7 billion in the 2024/25 financial year. The growth follows improved security, stronger competitiveness, infrastructure investment and diplomatic market expansion.

Economic and Commercial Diplomacy Hub team lead Richard Kabonero said government pavilions help connect Swiss clients directly with Ugandan operators. He said this reduces revenue loss to foreign intermediaries.

Acting Director of Budget at the Ministry of Finance Hannington Ashaba said observing ECD spending firsthand would guide future budget priorities. He said the Ministry of Foreign Affairs will retain Shs120 billion for ECD support, with plans to increase funding to the Ministry of Tourism and UTB, whose budget stands at Shs430 billion.

Tour operator Felex Musinguzi of Kazinga Tours said Swiss travellers demand high-quality delivery. He said trust, recommendations and online reviews strongly influence their travel decisions.

Swiss tourism consultant Mirjam Moine said FESPO provides vital insight into Switzerland’s travel trade structure. She said understanding major operators such as Globetrotter, Hotelplan and Touristik Suisse was key to market entry.

At FESPO, Uganda promoted scenic landscapes, hiking trails, cycling tours, golf hotels, international sports events, premium coffee and cultural heritage to position itself as a high-end destination.