Uganda Showcases "The Pearl of Africa" at Swiss Travel Expos

Uganda has strategically enhanced its presence in the Swiss luxury and experiential travel market by participating in the Bern Ferienmesse and FESPO Zurich travel expos.

A delegation led by the Uganda Tourism Board (UTB), alongside government ministries and private sector partners, directly engaged with Swiss consumers, tour operators, and industry stakeholders. The goal was to position Uganda as a premier destination for nature, adventure, culture, and high-end tourism.

At the Bern Ferienmesse (January 22-25, 2026), Uganda connected with travelers seeking unique nature-based and experiential holidays. Subsequently, at FESPO Zurich (January 29-February 1, 2026), one of Switzerland’s largest travel shows, the country showcased its offerings alongside established global destinations.

Uganda’s exhibits highlighted its rich natural attractions, including gorilla and chimpanzee encounters, adventure sports like white-water rafting, cultural experiences, and premium accommodations. These features align with Uganda’s “Pearl of Africa” brand, appealing to Swiss travelers looking for immersive and sustainable journeys.

The collaborative effort involved the Ministry of Foreign Affairs, Ministry of Finance, Planning and Economic Development, and the Ministry of Agriculture, emphasizing a whole-of-government approach. This also facilitated discussions on investment opportunities within Uganda’s tourism sector.

Furthermore, the Ugandan team gathered valuable market intelligence from Swiss travel advisors and potential partners regarding traveler preferences for luxury, sustainability, and experiential travel. This feedback is expected to refine future promotional strategies for both Swiss and broader European markets.

Social media engagement across platforms like Instagram, LinkedIn, and X amplified Uganda’s visibility during and after the expos.

Switzerland represents a significant high-income market with a strong interest in long-haul, luxury, and adventure travel, aligning perfectly with Uganda’s tourism assets. These expos have opened doors for increased business-to-business and business-to-consumer connections, vital for boosting foreign exchange earnings and growing Uganda’s inbound tourism sector.

Source: https://utb.go.ug/uganda-strengthens-ties-with-swiss-market-at-bern-and-zurich-travel-expos