Zurich, Switzerland — Uganda has stepped up efforts to penetrate the Swiss adventure tourism market by showcasing its products at the 34th FESPO and Golfmesse 2026 exhibition in Zurich, marking the country’s first appearance with a national pavilion at Switzerland’s largest tourism expo.
Running from January 29 to February 1, 2026, at the Messe Zurich Exhibition Centre, FESPO attracts over 42,000 visitors and 500 exhibitors, bringing together adventure seekers, cultural travellers and long-haul holidaymakers planning summer vacations. Uganda joins global tourism heavyweights including Italy, Jordan, Australia and Indonesia.
FESPO 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 the expo.
Uganda’s pavilion was sponsored by the Uganda Mission to the Swiss Confederation under the Government’s Economic and Commercial Diplomacy (ECD) programme, enabling subsidised participation for 13 members of the Association of Uganda Tour Operators (AUTO). The delegation included officials from the Ministries of Foreign Affairs, Finance, Tourism, the Uganda Tourism Board (UTB), MAAIF’s Coffee Department and members of the Ugandan diaspora in Switzerland.
Leading the delegation, State Minister for Tourism Martin Mugarra Bahinduka said Uganda’s presence at FESPO provides critical insights into Swiss traveller preferences, enabling targeted product development and market-specific interventions.
UTB Chief Executive Officer Juliana Kaggwa said the expo offers an important opportunity to study the Swiss market first-hand, benchmark marketing materials and network with tour operators selling African destinations. She noted the need for multilingual promotional materials to effectively reach Swiss travellers.
AUTO members welcomed government support, with Anjelica Evans of Let’s Go Travel stressing the importance of consistent participation to build trust and market recognition. Drawing parallels with Uganda’s success in the German market, she said sustained presence at FESPO could yield strong returns within a few years.
Uganda’s Deputy Permanent Representative to Switzerland, Amb. Arthur Kafeero, cautioned against a one-size-fits-all approach to tourism promotion, emphasizing the need to tailor products to Switzerland’s diverse cultural regions and traveller preferences, which favour outdoor experiences, tranquillity and high-quality service.
According to the Ministry of Finance, Uganda’s tourism earnings reached USD 1.7 billion in FY 2024/25, driven by peace, infrastructure investment and ECD interventions. Amb. Richard Kabonero, Team Lead at the ECD Hub in the Ministry of Foreign Affairs, said government-backed pavilions help directly link Ugandan tour operators to clients, reducing revenue loss to third-party intermediaries.
At FESPO, Uganda is promoting adventure and niche tourism offerings including scenic trails, cycling tours, golf resorts, international sports events, cultural heritage and premium coffee, positioning the country as a distinctive, high-value destination for the Swiss market.
