Uganda has stepped up efforts to penetrate the Swiss adventure tourism market by participating in the 34th FESPO and Golfmesse 2026 in Zurich, marking the country’s first appearance at Switzerland’s largest tourism expo.
The four-day exhibition, running from January 29 to February 1, 2026, is hosted at the Messe Zurich Exhibition Centre and attracts more than 42,000 visitors and over 500 exhibitors annually. The event targets adventure enthusiasts, cultural travellers, and long-haul holidaymakers planning summer vacations.
Uganda joined established global destinations including Italy, Jordan, Australia, Indonesia, and South Africa to showcase its adventure, sports, and experiential tourism offerings. Organisers described Uganda’s participation as historic, with the country becoming only the second African nation after South Africa to host a country pavilion at FESPO.
The Uganda pavilion was sponsored by the Uganda Mission to the Swiss Confederation under the Government’s Economic and Commercial Diplomacy (ECD) programme, enabling the participation of 13 members of the Association of Uganda Tour Operators (AUTO). The delegation comprised officials from the Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, Uganda Tourism Board (UTB), the Ministry of Agriculture’s coffee department, and members of the Ugandan diaspora in Switzerland.
Leading the delegation, Minister of State for Tourism Martin Mugarra Bahinduka said the expo provides Uganda with valuable insights into Swiss traveller preferences, which will guide product development and infrastructure planning.
UTB Chief Executive Officer Juliana Kaggwa said the expo offered an opportunity to benchmark Uganda’s marketing materials and engage directly with Swiss tour operators, noting the importance of tailored, multilingual promotional content for the market.
AUTO members and industry players emphasised the need for sustained participation at FESPO to build trust and brand recognition, citing successful outcomes from Uganda’s long-term engagement in the German market.
Uganda’s Mission in Switzerland highlighted the importance of market-specific strategies, noting that Swiss travellers value outdoor adventure, tranquillity, quality experiences, and sustainable tourism products.
According to the Ministry of Finance, Uganda’s tourism earnings reached USD 1.7 billion in FY 2024/25, supported by improved security, enhanced competitiveness, infrastructure investment, and targeted diplomatic interventions.
At FESPO 2026, Uganda is promoting scenic landscapes, hiking and cycling trails, wildlife experiences, golf tourism, international sports events, premium coffee, and cultural heritage, positioning the country as a high-value destination for discerning Swiss travellers.
