Uganda has strengthened its push into Europe’s high-value tourism market, using the 34th FESPO & Golfmesse Zurich as a platform for mission-led market research, strategic learning, and coordinated government–private sector engagement.
The Chief Executive Officer of the Uganda Tourism Board (UTB), Ms. Juliana Kagwa, emphasized FESPO’s role as a critical learning and benchmarking space for Uganda’s tourism sector.
“This market requires precision. Benchmarking materials, networking with Swiss tour operators, and adapting content including multilingual communication are critical for competitiveness,” Ms. Kagwa noted, highlighting the sophistication of the Swiss travel market.
Reinforcing this message, Amb. Arthur Kafeero, Uganda’s Deputy Permanent Representative to Switzerland, underscored the importance of mission-led and evidence-based promotion.
“Tourism promotion cannot be one-size-fits-all. Our ECD work focuses on aligning Uganda’s products with Swiss travel behavior from outdoor adventure to a premium preference for peace, quality, and authenticity,” he said.
Uganda’s participation at FESPO Zurich reflects a whole-of-government and private-sector approach, linking tourism promotion with exports, investment attraction, and the broader Brand Uganda agenda. With tourism earnings reaching USD 1.7 billion, consistent engagement in priority markets such as Switzerland is seen as key to driving sustainable growth and attracting high-value visitors.
At the 2026 expo, Uganda is consolidating its entry into Switzerland’s high-end adventure tourism segment, joining leading global destinations to showcase premium adventure, sports, and nature-based experiences to more than 42,000 Swiss travelers.
Leading the Ugandan delegation, the Minister of State for Tourism, Wildlife and Antiquities, Hon. Martin Mugarra, highlighted the strategic value of on-the-ground engagement.
“Our presence in Zurich allows us to understand the Swiss traveler profile first-hand and to tailor product development and market infrastructure interventions accordingly,” the Minister said.
Through FESPO Zurich, Uganda continues to position itself as a refined, competitive, and authentic destination one aligned with the expectations of discerning European travelers while advancing national tourism and investment priorities.
