Bern, Switzerland: Following its successful participation in the World of Coffee Expo in Geneva in June 2025 and the premier tourism event in Lugano in October 2025, Uganda will, for the first time, showcase its tourism potential at two of Switzerland’s most influential tourism exhibitions.
The Bern Ferienmesse, from January 22 to 25, and FESPO Zurich, from January 29 to February 1, 2026, will offer visibility and position Uganda as a premier African destination for Swiss travelers.
The Bern Ferienmesse, which begins this weekend, primarily focuses on authentic experiences and individual travel inspiration, attracting up to 20,000 visitors and more than 300 exhibitors. FESPO Zurich, on the other hand, expects over 42,000 visitors and more than 500 exhibitors, all planning for the summer holidays. The audiences include families, adventure seekers, cultural travelers, and long-haul holidaymakers interested in discovering new destinations.
Citing the Swiss reputation for valuing luxury, authenticity, and sustainable experiences, Deputy Permanent Representative of Uganda to the UN in Geneva, Ambassador Arthur Kafeero, explained the rationale behind the Embassy’s investment in the expo, noting that it was strategic to better position Uganda within the Swiss travel market.
“The Swiss market is characterized by a high per capita income of USD 105,000, strong demand for long-haul travel, and a growing interest in nature-based and adventure tourism. Key markets such as Switzerland offer vast untapped potential for Uganda’s tourism sector, but we will also pursue investors in infrastructure development,” Ambassador Kafeero said.
According to the Swiss Federal Statistics Office, Swiss outbound travelers spent USD 23 billion abroad in 2024. However, Uganda’s Directorate of Citizenship and Immigration Control reports that only 106 Swiss tourists visited Uganda in 2024. The Government of Uganda aims to significantly increase this number through its participation in such events.
Ambassador Kafeero emphasized that direct access to high-spending Swiss travelers and tour operators through events like the Bern Ferienmesse will raise Uganda’s visibility and contribute to higher tourist arrivals. “An increase to even 2,000 Swiss visitors to Uganda annually would significantly boost foreign exchange earnings and benefit local communities, hotels, airlines, and tour operators.”
The Ferienmesse and FESPO will also provide targeted B2B and B2C sessions for Ugandan tour operators. Uganda will promote its premium coffee, cultural heritage, and creative industries, helping to enhance the country’s overall brand identity and attract both tourists and buyers.
Officials from the Ministry of Foreign Affairs, the Ministry of Finance, Planning and Economic Development, the Uganda Tourism Board, the Ministry of Agriculture, Animal Industry and Fisheries, the Association of Uganda Tour Operators, and the Ugandan Diaspora in Switzerland are participating in the events, highlighting the Government’s collaborative approach to tourism promotion.
