Uganda is strengthening its economic and commercial diplomacy by engaging Switzerland’s high-end travel market through participation in the Bern Ferienmesse and FESPO Zurich, positioning the country as a competitive destination for high-value tourism and investment.
The engagement marks Uganda’s first-ever participation in Switzerland’s two most influential tourism expos targeting discerning, high-spending and sustainability-focused travellers. It builds on the country’s growing visibility in Switzerland following successful showcases at the World of Coffee Expo in Geneva and the Lugano Tourism Fair.
A multi-agency Ugandan delegation is showcasing the country’s premium tourism offerings, speciality coffee, culture, and creative industries, reinforcing a unified national brand as Uganda advances its Economic and Commercial Diplomacy (ECD) Strategy Review. Officials say such platforms demonstrate how diplomacy can translate into inclusive economic growth for communities back home.
From FITUR 2026 in Madrid to the Bern Ferienmesse, Uganda’s stand has drawn attention through two iconic exhibits — Ugandan speciality coffee and Uganda Waragi. Beyond tastings, the products have served as powerful conversation starters, connecting visitors to Uganda’s identity, heritage, and global ambitions.
Celebrated for its rich aroma and diverse profiles, Ugandan coffee highlights the country’s position as Africa’s leading coffee exporter and a destination where coffee culture intersects with tourism. Uganda Waragi, meanwhile, reflects a blend of tradition and innovation, sparking interest in the country’s creative industries and heritage-driven lifestyle experiences.
Speaking during the engagements, Ambassador Arthur Kafeero, Uganda’s Deputy Permanent Representative to the United Nations in Geneva, underscored the strategic importance of the Swiss market.
“The Swiss travel market is characterised by high disposable income and strong long-haul demand. Our objective is not only to attract visitors, but also to mobilise investors in tourism infrastructure and services,” Amb. Kafeero said.
He added that Uganda’s diplomatic missions are being repositioned to deliver tangible economic outcomes. “Our Mission in Geneva is deliberately repositioned as a platform for trade, tourism, and investment promotion, ensuring Uganda’s foreign policy delivers tangible economic value,” he noted.
Amb. Kafeero also pointed to a significant market opportunity, observing that while Swiss outbound travel spending exceeds USD 23 billion annually, Uganda currently captures only a small share. “Correcting this imbalance is both an economic and diplomatic priority,” he said.
On Day Three of the Uganda exhibition at the Bern Ferienmesse, Ugandan representatives were invited as special guests to deliver presentations alongside Swiss travel agencies. The Uganda Mission in Geneva joined Bricks Travels and Dreamtime Travel in reinforcing positive testimonials on selling Uganda as a destination, encouraging visitors to book tours.
The presentations placed a spotlight on primate and gorilla trekking, highlighting the experiences as Uganda’s unique selling points in the Swiss market.
Ugandan tour operators are also engaging in business-to-business and business-to-consumer meetings, strengthening networks and partnerships as Uganda deepens its footprint in Switzerland’s premium travel segment.
