Uganda has, for the first time, joined leading global destinations such as Italy, Jordan, Australia, and Indonesia in showcasing its adventure tourism offerings to high-end travellers at the 34th FESPO and Golfmesse 2026 in Zurich, Switzerland.
The four-day expo, running from January 29 to February 1, 2026, is Switzerland’s largest tourism fair, attracting over 42,000 visitors and more than 500 exhibitors planning for the summer travel season. FESPO’s audience comprises adventure seekers, cultural travellers, and long-haul holidaymakers keen on discovering new destinations.
Uganda’s participation marks a strategic effort to penetrate the Swiss tourism market, raise awareness of the country’s adventure and sports tourism portfolio, and build brand recognition among Swiss travellers.
FESPO Exhibition Manager Stephan Amstad described Uganda’s presence as historic.
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“In our 34th year, FESPO welcomes Uganda as the second African country, after South Africa, to host a country pavilion. This is a welcome development,” Amstad said.
Uganda’s country 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 Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, Uganda Tourism Board (UTB), Ministry of Agriculture (MAAIF) – Department of Coffee, and members of the Ugandan diaspora in Switzerland, highlighting a coordinated government approach to tourism promotion.
The delegation was led by the Minister of State for Tourism, Hon. Martin Mugarra Bahinduka, who said Uganda’s presence in Zurich provides a valuable opportunity to better understand Swiss traveller preferences.
“Our presence allows us to establish first-hand the Swiss traveller profile and to tailor product development and market infrastructure interventions accordingly,” Mugarra said.
UTB Chief Executive Officer Juliana Kaggwa said the expo offered critical insights into the Swiss market and new opportunities for product development.
“FESPO gives us an immersive opportunity to benchmark marketing materials and network with Swiss tour operators selling African destinations. We have also learned the importance of producing promotional materials in three languages for this market, despite its relatively small population,” Kaggwa noted.
AUTO member Anjelica Evans of Let’s Go Travel emphasised the importance of consistency in market engagement, citing Germany as a success story.
“Familiarity builds trust. If Uganda maintains a presence at FESPO Zurich over the next four years, we should see strong recognition and tangible returns in sales,” Evans said.
Deputy Permanent Representative of Uganda to the Swiss Confederation, Amb. Arthur Kafeero, cautioned against a one-size-fits-all approach to tourism promotion.
“The Swiss are experienced adventure travellers who value nature, cycling, hiking, and tranquillity. They are willing to pay more for peace and quality. Our brand messaging must reflect this reality,” Kafeero said, adding that cultural differences across Switzerland’s German, French, and Italian regions must be carefully considered.
According to the Ministry of Finance, tourism earnings reached USD 1.7 billion in FY 2024/25, driven by sustained peace, improved competitiveness, strategic infrastructure investments, and ECD interventions.
Team Lead of the ECD Hub at the Ministry of Foreign Affairs, Amb. Richard Kabonero, commended Uganda’s Mission in Geneva for opening new markets in greater Switzerland.
“The Government pavilion ensures Ugandan tour operators interact directly with Swiss clients, rather than losing revenue to third-party intermediaries,” Kabonero said.
Meanwhile, Hannington Ashaba, Acting Director of Budget at MoFPED, said first-hand observation of ECD activities will inform future funding priorities.
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“In FY 2026/27, the Ministry of Foreign Affairs will maintain its ECD allocation of UGX 120 billion, while funding to the Ministry of Tourism and UTB will also be scaled up from the current UGX 430 billion,” Ashaba said.
Veteran tour operator Felex Musinguzi of Kazinga Tours noted that Swiss travellers have high expectations for quality and consistency.
“You must deliver exactly what you promise. Trust and recommendations, including online reviews, play a major role in Swiss travel decisions,” he said.
Tourism expert Mirjam Moine of CBI said FESPO provides a platform for Ugandan operators to better understand Switzerland’s travel trade structure, which is dominated by major tour companies.
During the expo, Uganda is promoting scenic landscapes, hiking trails, cycling tours, golf resort hotels, international sports events, alongside premium Ugandan coffee and cultural heritage, reinforcing the country’s appeal to the high-end adventure traveller.
