Uganda has made a landmark entry into the Swiss tourism market by debuting a country pavilion at the 34th FESPO and Golfmesse 2026 tourism expo in Zurich, marking a strategic push to attract high-end Swiss adventure and long-haul travellers.
The four-day expo, running from January 29 to February 1 at the Messe Zurich Exhibition Centre, is Switzerland’s largest tourism fair, drawing more than 42,000 visitors and over 500 exhibitors from across the globe. Uganda joined major global destinations such as Italy, Jordan, Australia and Indonesia in showcasing its adventure tourism offerings, including hiking trails, cycling tours, golf tourism and international sports events.
Exhibition Manager Stephan Amstad described Uganda’s participation as historic, noting that it is only the second African country after South Africa to host a country pavilion at FESPO. He said Uganda’s presence signalled growing diversification in destinations showcased at the Swiss travel fair.
Uganda’s pavilion was sponsored by the Uganda Mission to the Swiss Confederation under the Government’s Economic and Commercial Diplomacy (ECD) programme, with subsidised participation of 13 members of the Association of Uganda Tour Operators (AUTO). The delegation included officials from the Ministries of Foreign Affairs, Finance, Planning and Economic Development, Tourism, Agriculture, the Uganda Tourism Board (UTB), and members of the Ugandan diaspora in Switzerland, highlighting a coordinated government-led approach to tourism promotion.
Leading the delegation, State Minister for Tourism Martin Mugarra Bahinduka said Uganda’s participation would enable the country to better understand Swiss traveller preferences and tailor its tourism products accordingly.
“Our presence in Zurich provides the opportunity to establish first-hand the Swiss traveller’s profile and to customise product development and market infrastructure interventions,” Mugarra said.
UTB Chief Executive Officer Juliana Kaggwa emphasised the importance of direct market exposure, saying the expo offered valuable insights into Swiss travel behaviour and marketing standards.
“We have an opportunity to benchmark marketing materials and network with Swiss tour operators selling African destinations. For example, we realise that producing materials in three different languages is important for this market, despite its small population,” Kaggwa said .
Private sector players also underscored the need for sustained engagement. Anjelica Evans of Let’s Go Travel, a Ugandan destination marketing company, said consistent participation in major international expos had previously yielded strong returns in markets such as Germany.
“If the Ministry of Foreign Affairs consistently supports a Ugandan stand at FESPO Zurich for the next four years, we should see massive recognition and returns on sales,” Evans said, citing Uganda’s success at ITB Berlin as a model.
Uganda’s Deputy Permanent Representative to Switzerland, Ambassador Arthur Kafeero, cautioned against a uniform marketing approach, noting that Switzerland’s diverse linguistic and cultural regions require targeted tourism products.
“The Swiss are experienced adventurous travellers who value outdoor activities, peace and quiet. Our brand promise in this market must speak to that reality,” Kafeero said.
According to the Ministry of Finance, Uganda’s tourism earnings reached USD 1.7 billion in the 2024/25 financial year, driven by improved security, infrastructure investment and the impact of economic diplomacy initiatives.
Economic and Commercial Diplomacy Hub team leader at the Ministry of Foreign Affairs, Ambassador Richard Kabonero, said government-backed pavilions help link foreign clients directly to Ugandan tour operators, reducing revenue leakage to offshore booking platforms .
Meanwhile, Acting Director of Budget at the Ministry of Finance, Hannington Ashaba, said the government plans to maintain funding for ECD activities while scaling up allocations to the Ministry of Tourism and UTB in the 2026/27 financial year, stressing the need for evidence-based spending decisions.
Uganda is using the FESPO platform to promote not only its adventure tourism portfolio but also premium coffee and cultural heritage, positioning the country as a high-value destination for discerning Swiss travellers seeking unique, nature-based experiences
