Uganda Joins Global Tourism Elite with Major Showcase at Zurich’s FESPO 2026

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In a move that signals a bold new chapter for African tourism, Uganda has officially stepped onto one of the world’s most prestigious travel stages. For the first time, the “Pearl of Africa” has joined the ranks of global heavyweights such as Italy, Australia, and Indonesia by participating in the 34th FESPO and Golfmesse 2026 in Zurich, Switzerland.

This isn’t just another trade show; it is a calculated entry into the heart of Europe’s high-end travel market. Held from January 29 to February 1, 2026, Switzerland’s largest tourism fair drew over 42,000 visitors and 500 exhibitors. For Uganda, the mission was clear: move beyond being a “hidden gem” and establish itself as a premier destination for the discerning, high-spending adventure traveller.

Uganda’s arrival in Zurich was truly revolutionary. Exhibition Manager Stephan Amstad noted the significance of the occasion, noting that Uganda is only the second African nation, after South Africa, to host a dedicated country pavilion at the event.

The Ugandan pavilion was a vibrant hub of Economic and Commercial Diplomacy (ECD). Sponsored by the Uganda Mission to the Swiss Confederation, the initiative brought together a powerhouse delegation. This included 13 members of the Association of Uganda Tour Operators (AUTO), the Uganda Tourism Board (UTB), and representatives from the Ministry of Foreign Affairs and the Ministry of Agriculture’s coffee department.

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The Ugandan delegation understood that a uniform approach would not be effective in capturing the Swiss market. Leading the charge, the Minister of State for Tourism, Hon. Martin Mugarra Bahinduka, emphasised the need for data-driven engagement.

“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 pointed out that the Swiss market, while small in population, is sophisticated and linguistically diverse.

“We have learnt the importance of producing promotional materials in three languages for this market, despite its relatively small population,” Kaggwa noted.

The Swiss traveller isn’t looking for a typical beach holiday; they seek “slow travel”, sustainability, and physical challenge. Uganda met this demand by showcasing its diverse portfolio:

Mountain Gorilla Trekking: The crown jewel of Ugandan tourism.

Cycling and Hiking: utilising the rugged terrain of the Rwenzori Mountains and Mount Elgon.

Golf Tourism: Leveraging the “Golfmesse” section of the expo to promote Uganda’s world-class resort courses.

Agri-tourism: Promoting premium Ugandan coffee as a bridge between culture and commerce.

Amb. Arthur Kafeero, Deputy Permanent Representative to the Swiss Confederation, highlighted that the Swiss value quality over quantity.

“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.

Tourism is one of Uganda’s primary foreign exchange earners, with the Ministry of Finance reporting USD 1.7 billion in FY 2024/25. By bypassing third-party intermediaries and speaking directly to Swiss consumers, Uganda is reclaiming its narrative.

Industry veterans understand that success in Europe requires consistency. Anjelica Evans of Let’s Go Travel noted:

“If Uganda maintains a presence at FESPO Zurich over the next four years, we should see strong recognition and tangible returns in sales.”

Felex Musinguzi of Kazinga Tours added that the Swiss market relies heavily on reputation: “Trust and online reviews play a major role in Swiss travel decisions.”

As the four-day event concluded, the message from Zurich was clear: Uganda is no longer just participating; it is competing. By blending its raw natural beauty with a sophisticated diplomatic strategy, the Pearl of Africa is ready for its Swiss closeup.

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Frequently Asked Questions (FAQs) And Answers

1. What is FESPO Zurich? 

FESPO is Switzerland’s largest annual tourism fair, focusing on adventure, sports, and long-haul travel. It is held simultaneously with Golfmesse, which specialises in golf tourism.

2. Why is Uganda targeting the Swiss market? 

Swiss travellers are known for high spending, longer stays, and a preference for sustainable, nature-based adventure, aligning perfectly with Uganda’s “high-value, low-impact” tourism model.

3. What are the top attractions Uganda has promoted in Zurich? 

The delegation highlighted mountain gorilla trekking, hiking in the Rwenzori Mountains, cycling tours, golf resorts, and the country’s world-renowned premium coffee.

4. How does tourism impact Uganda’s economy? 

Tourism is a critical economic pillar, contributing USD 1.7 billion in the 2024/25 fiscal year, fuelled by infrastructure improvements and international marketing.