Uganda Targets Swiss Tourism Market at Bern and Zurich Exhibitions

Bern / Zurich — Uganda is set to deepen its engagement with the Swiss tourism market through participation in two major travel exhibitions—the Bern Ferienmesse and Zurich FESPO—scheduled to take place between late January and early February 2026.

The Bern Ferienmesse will run from January 22 to 25 at BERNEXPO in the Swiss capital, while Zurich FESPO, Switzerland’s largest travel and leisure fair, will be held from January 29 to February 1 at Messe Zürich.

The exhibitions are part of Uganda’s broader strategy to position tourism as a key driver of economic growth under its long-term goal of expanding the national economy from USD 50 billion to USD 500 billion by 2040.

Tourism authorities say Switzerland represents a high-value but largely untapped source market for Uganda. With a per capita income of about USD 102,000 and a strong culture of outbound travel, Swiss travellers spent an estimated USD 23 billion abroad in 2024, according to Swiss Federal Statistics Office data. Yet official figures from Uganda’s Directorate of Citizenship and Immigration Control show that only 106 Swiss nationals visited Uganda during the same period.

Officials believe the low visitor numbers contrast sharply with Swiss travellers’ preferences, which closely align with Uganda’s tourism offerings. The Swiss market is known for its strong interest in nature-based, adventure, luxury, and sustainable travel—areas where Uganda has a comparative advantage through products such as mountain gorilla trekking, wildlife safaris, birding, cultural heritage, adventure tourism, and community-based experiences.

Uganda’s participation in the Bern and Zurich fairs builds on momentum gained at the Lugano SIHE tourism exhibition held in October 2025, where targeted business-to-business engagements and strong interest in luxury and nature-focused travel were recorded. Lessons from Lugano are expected to shape Uganda’s approach to both upcoming events.

The Bern Ferienmesse, one of Switzerland’s oldest travel fairs, is expected to attract up to 23,000 visitors and about 250 exhibitors, with a strong focus on individual travel inspiration and authentic experiences. Zurich FESPO, the country’s largest travel platform, is projected to draw more than 45,000 visitors and over 500 exhibitors, alongside hundreds of destination presentations and industry talks.

Beyond destination marketing, Uganda is also using the exhibitions to promote investment opportunities in tourism-related sectors such as hospitality, transport infrastructure, and meetings and conference tourism. Swiss investors have previously shown interest not only in tourism, but also in agriculture and agro-processing sectors, which Uganda plans to highlight alongside tourism.

Participation at the two exhibitions is being coordinated through a public–private partnership involving the Ministry of Foreign Affairs, the Ministry of Tourism, Wildlife and Antiquities, the Ministry of Agriculture, Animal Industry and Fisheries, the Uganda Tourism Board, the Uganda Investment Authority, the Association of Uganda Tour Operators, and members of the Ugandan diaspora in Switzerland.

Uganda will also integrate the promotion of its broader national brand, including premium coffee, cultural heritage, and creative industries. Cultural performances, coffee tastings, and craft exhibitions are expected to complement tourism marketing and enhance visitor engagement.

According to officials at the Permanent Mission of Uganda to the UN, the engagement will increase Uganda’s visibility in the Swiss and wider European markets, strengthen business linkages with tour operators and travel agents, attract new investment, and contribute to growth in tourist arrivals, foreign exchange earnings, and length of stay.

Officials say participation in the Bern Ferienmesse and Zurich FESPO marks a critical step in consolidating Uganda’s presence in the Swiss market and advancing its long-term tourism development and economic transformation agenda.