Uganda Targets Swiss Adventure Tourism Market At Zurich Fespo 2026
For the first time, Uganda has joined the ranks of leading global destinations such as Italy, Jordan, Australia, and Indonesia by participating in the 34th FESPO and Golfmesse 2026 in Zurich, Switzerland. This milestone marks a significant step in Uganda's efforts to position itself as a premier destination for high-end adventure tourism. The four-day event, held from January 29 to February 1, 2026, is Switzerland's largest tourism fair, attracting over 42,000 visitors and more than 500 exhibitors eager to plan their summer travel adventures.
FESPO Zurich is renowned for its diverse audience, which includes adventure enthusiasts, cultural explorers, and long-haul holidaymakers seeking unique destinations. Uganda's participation underscores a strategic push to penetrate the Swiss tourism market, raise awareness of its adventure and sports tourism offerings, and build brand recognition among Swiss travellers. Exhibition Manager Stephan Amstad described Uganda's presence as "historic," noting that it is only the second African country, after South Africa, to host a country pavilion at the event.
The Ugandan pavilion was made possible through sponsorship by the Uganda Mission to the Swiss Confederation under the Government's Economic and Commercial Diplomacy (ECD) programme. This initiative subsidised the participation of 13 members of the Association of Uganda Tour Operators (AUTO), alongside officials from key government ministries, including the Ministry of Foreign Affairs, the Ministry of Finance, Planning and Economic Development, and the Uganda Tourism Board (UTB). The delegation also included representatives from the Ministry of Agriculture's Department of Coffee and members of the Ugandan diaspora in Switzerland, reflecting a coordinated government approach to tourism promotion.
Leading the delegation was the Minister of State for Tourism, Hon. Martin Mugarra Bahinduka, who highlighted the importance of understanding 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," he said. UTB Chief Executive Officer Juliana Kaggwa echoed this sentiment, emphasizing the expo's value in providing insights into the Swiss market and opportunities for product development. "We have learned the importance of producing promotional materials in three languages for this market, despite its relatively small population," Kaggwa noted.
Consistency in market engagement was a key theme among participants. AUTO member Anjelica Evans of Let's Go Travel stressed that 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," she said. Similarly, Deputy Permanent Representative of Uganda to the Swiss Confederation, Amb. Arthur Kafeero, emphasized the need for tailored messaging. "The Swiss are experienced adventure travellers who value nature, cycling, hiking, and tranquillity. They are willing to pay more for peace and quality," he explained, adding that cultural differences across Switzerland's German, French, and Italian regions must be carefully considered.
Uganda's participation at FESPO comes at a time when the country's tourism sector is experiencing significant growth. 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. Amb. Richard Kabonero, Team Lead of the ECD Hub at the Ministry of Foreign Affairs, praised the initiative, noting that the Government pavilion allows Ugandan tour operators to interact directly with Swiss clients, bypassing third-party intermediaries.
During the expo, Uganda showcased its scenic landscapes, hiking trails, cycling tours, golf resort hotels, international sports events, premium Ugandan coffee, and cultural heritage. These offerings are designed to appeal to high-end adventure travellers, reinforcing Uganda's reputation as a destination for unique and immersive experiences. Veteran tour operator Felex Musinguzi of Kazinga Tours highlighted the importance of delivering on promises, noting that trust and online reviews play a major role in Swiss travel decisions.
As Uganda continues to expand its presence in international tourism markets, its participation in FESPO Zurich represents a bold step forward. By leveraging insights gained from the expo and maintaining a consistent presence, Uganda is well-positioned to attract high-value travellers and strengthen its brand as a premier adventure tourism destination.
