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Uganda has made a strong strategic push into the Swiss luxury and experiential travel market through its participation in two major 2026 travel exhibitions—Bern Ferienmesse and FESPO Zurich.
The country’s delegation, led by the Uganda Tourism Board (UTB) in collaboration with key government ministries and private sector partners, engaged directly with Swiss travellers, tour operators, and tourism stakeholders to showcase Uganda as a world-class destination for nature, adventure, culture, and luxury tourism.
Strategic Presence in Switzerland’s Premier Travel Forums
Uganda’s presence at the Bern Ferienmesse (22–25 January 2026) and the FESPO Zurich Travel Expo (29 January–1 February 2026) marked a milestone in destination promotion. These events attracted thousands of consumers and tourism professionals:
Showcasing “The Pearl of Africa” to High-End Travellers
At both travel shows, Uganda’s exhibition showcased key elements that distinguish the country as a compelling destination for Swiss travellers who value authentic experiences, diversity, and adventure. Some featured highlights included:
These elements reflect Uganda’s established positioning as “The Pearl of Africa,” a brand that resonates strongly with Swiss travellers seeking immersive, meaningful, and sustainable travel.
Whole-of-Government and Private Sector Engagement
The delegation included representatives from:
This collaborative approach ensured that Uganda’s tourism products were presented comprehensively — from cultural and natural attractions to high-value experiences and investment opportunities.
Building Market Intelligence and Business Linkages
In addition to public engagement, Uganda’s team gathered market insights crucial for future strategic positioning. Interaction with Swiss travel advisors and potential business partners provided valuable feedback on traveler preferences and expectations, particularly around luxury, sustainability, and experiential travel.
These insights will inform future promotional strategies and help tailor Uganda’s offerings to better meet the expectations of Swiss and wider European markets.
Amplifying Country Visibility
Content shared on social media platforms such as Instagram, LinkedIn, and X by both Uganda’s official representatives and expo organizers demonstrated high levels of interest and interaction at the Uganda booths. The engagement included live videos and visual snapshots of the country’s presence at the fairs, reinforcing destination visibility among digital audiences beyond the physical events.
A Promising Market for Uganda Tourism
Switzerland represents a high-income travel market with strong interest in long-haul, luxury, and adventure travel — segments that align with Uganda’s rich tourism assets. By participating in these high-profile expos, Uganda strengthened its brand visibility, engaged with quality leads, and expanded opportunities for business-to-business and business-to-consumer connections.
Officials noted that building strong relationships with Swiss tour operators and travellers will help drive increased demand, contribute to foreign exchange earnings, and support the growth of Uganda’s inbound tourism sector.
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