Zurich, Switzerland | January 30, 2026
Uganda has, for the first time, joined major global destinations including Italy, Jordan, Australia, and Indonesia in showcasing its adventure tourism portfolio at the 34th FESPO and Golfmesse 2026, held at the Messe Zurich Exhibition Centre from January 29 to February 1. FESPO is Switzerland’s largest tourism exhibition, attracting over 42,000 visitors and more than 500 exhibitors, largely planning long-haul and summer holidays.
Uganda’s participation marked a strategic step to penetrate the Swiss tourism market, introduce its adventure and sports tourism offerings, and build brand familiarity among Swiss travelers known for their preference for authentic, high-quality, and sustainable experiences. FESPO Exhibition Manager Stephan Amstad described Uganda’s presence as historic, noting that Uganda became only the second African country after South Africa to host a country pavilion at the expo.
The Uganda Country Pavilion was sponsored by the Uganda Mission to the Swiss Confederation under the Government’s Economic and Commercial Diplomacy (ECD) program, with subsidized participation of 13 members of the Association of Uganda Tour Operators (AUTO). The delegation included officials from the Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, Uganda Tourism Board (UTB), MAAIF’s Coffee Department, and members of the Ugandan Diaspora in Switzerland, reflecting a coordinated, whole-of-government approach.
Leading the delegation, Minister of State for Tourism Hon. Martin Mugarra Bahinduka said the engagement provided an opportunity to understand Swiss traveler preferences and tailor Uganda’s products and market interventions accordingly. The UTB CEO Juliana Kaggwa emphasized the value of FESPO as a market-learning platform, noting that first-hand exposure helps identify gaps in marketing materials and product development. She highlighted the importance of multilingual promotion in Switzerland and engagement with Swiss tour operators specializing in African destinations. The AUTO representative Anjelica Evans of Let’s Go Travel stressed the importance of consistency in market presence, citing Uganda’s experience in Germany, where sustained participation eventually led to increased arrivals and recognition. She noted that continued support for a Ugandan pavilion at FESPO could yield similar results.
Amb. Arthur Kafeero, Deputy Permanent Representative of Uganda to Switzerland, cautioned against generic marketing approaches, underscoring the need to tailor products to Switzerland’s diverse linguistic and cultural segments. He observed that Swiss travelers value outdoor activities, cycling, hiking, and tranquility, often preferring quality and authenticity over mass tourism. According to the Ministry of Finance, Uganda’s tourism earnings reached USD 1.7 billion in FY 2024/25, driven by improved stability, infrastructure investment, and ECD interventions. Amb. Richard Kabonero, Team Lead of the ECD Hub at MoFA, commended Missions for opening new markets such as Switzerland and highlighted the role of government pavilions in directly linking Ugandan operators with buyers.
The MoFPED Acting Director of Budget Hannington Ashaba noted that direct observation of ECD outcomes would inform future tourism infrastructure funding, while industry stakeholders emphasized the importance of quality delivery and reputation in the Swiss market. During FESPO, Uganda promoted adventure trails, cycling tours, golf tourism, international sports events, premium coffee, and cultural heritage strengthening its brand appeal to Switzerland’s high-end travel market.
