Following the successful participation in the World of Coffee Expo held in Geneva in June 2025 and the premier tourism event in Lugano in October 2025, Uganda will, this month for the first time showcase her tourism potential in two of Switzerland’s most influential tourism exhibitions. The Bern Ferienmesse, from Jan 22 through Jan. 25, and FESPO Zurich, from Jan. 29 to Feb. 1 2026 will provide visibility and market Uganda as a premier African destination to Swiss travelers.
The Bern Ferienmesse, which begins this weekend, focuses mainly on authentic experiences and individual travel inspiration attracting up to 20,000 visitors and more than 300 exhibitors while FESPO Zurich expects more than 42,000 visitors and over 500 exhibitors all planning for the summer holidays. The audience includes families, adventure seekers, culture travellers, and long-haul holidaymakers interested in discovering new destinations.
Citing the reputed Swiss respect for luxury, authentic, and sustainable experiences and explaining the rationale behind the Embassy’s investment in the Expo, Deputy Permanent Representative of Uganda to the UN in Geneva, Ambassador Arthur Kafeero, said it was strategic to position Uganda more effectively 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 in Uganda’s tourism sector, but we shall also pursue investors in infrastructure development.”
According to the Swiss Federal Statistics Office, Swiss outbound travelers spent USD 23 billion abroad in 2024. However, according to Uganda’s Directorate of Citizenship and Immigration Control, only 106 Swiss tourists entered Uganda in 2024. The Government of Uganda seeks to increase this number substantially by participating in such events.
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Ambassador Kafeero emphasizes that direct access to high-spending Swiss travelers and tour operators, through events like the Bern Fierenmesse, will increase Uganda’s visibility and contribute to higher tourist arrivals. “An increase to even 2,000 Swiss visitors to Uganda annually would significantly raise foreign exchange earnings and benefit local communities, hotels, airlines, and tour operators.”
The Fierenmasse and FESPO will uniquely offer targeted B2B and B2C sessions for Ugandan Tour Operators. Uganda will promote its premium coffee, cultural heritage, and creative industries, enhancing Uganda’s overall brand identity and attracting both tourists and buyers.
Participating in the events are officials from the Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, Uganda Tourism Board, Ministry of Agriculture, Animal Industry, and Fisheries, Association of Uganda Tour Operators, and the Ugandan Diaspora in Switzerland, demonstrating the collaborative approach by the Government in tourism promotion. The Uganda Mission to the Swiss Confederation in Geneva is leading, coordinating, and sponsoring Uganda’s participation in the two events as part of the implementation of the Government’s Economic and Commercial Diplomacy Strategy.
