High-Value Horizons: How Uganda is Re-Engineering Its Tourism Brand for the Swiss Elite
Zurich – In a strategic move to capture a slice of Europe’s most lucrative travel sectors, Uganda has officially staked its claim as a premier destination with its inaugural national pavilion at the 34th FESPO and Golfmesse in Zurich.
The four-day exhibition, which concluded on February 1, 2026, is Switzerland’s largest travel fair. Drawing over 42,000 visitors and 500 exhibitors, it serves as the primary launchpad for Swiss travelers planning long-haul summer holidays. Uganda’s debut marks a historic milestone: it is only the second African nation, after South Africa, to host a dedicated country pavilion in the event’s history.
A Premium Positioning
Under the theme of adventure and “premium experiences,” the Ugandan pavilion sat alongside global tourism heavyweights such as Italy, Australia, and Indonesia. The delegation, supported by the Uganda Mission to the Swiss Confederation, included 13 members of the Association of Uganda Tour Operators (AUTO), government officials, and representatives from the Department of Coffee.
“Our presence in Zurich provides the opportunity to establish first-hand the Swiss traveler’s profile,” noted Martin Mugarra Bahinduka, Minister of State for Tourism. “We are here to customize our products and market infrastructure to meet their specific needs.”
Cracking the Swiss Code: Quality Over Quantity
Industry experts at the fair emphasized that the Swiss market demands a nuanced approach. Arthur Kafeero, Deputy Permanent Representative of Uganda to the Swiss Confederation, cautioned against “one-size-fits-all” marketing.
“Swiss travelers are experienced adventurers who value peace, quiet, cycling, and hiking over mass tourism,” Kafeero explained. “Our brand promise must speak to this reality.”
Key Insights for the Swiss Market:
- Language Matters: With French, German, and Italian-speaking regions, multilingual marketing materials are essential.
- Consistency is Currency: Industry veterans, including Anjelica Evans of Let’s Go Travel, stressed that sustained presence (a 4-year commitment) is required to build the trust necessary for high-end sales.
- The ‘Trust’ Factor: Veteran operator Felex Musinguzi warned that Swiss clients rely heavily on peer recommendations. “You must deliver exactly as promised, or you lose the market’s trust permanently.”
Economic Diplomacy in Action
The push into Switzerland is part of a broader economic diplomacy strategy that helped Uganda’s tourism earnings reach USD 1.7 billion in the 2024/25 financial year.
To maintain this momentum, the government has signaled firm budgetary support. Hannington Ashaba, Acting Director of Budget at the Ministry of Finance, confirmed that funding for the Ministry of Tourism and the Uganda Tourism Board (UTB) is set to increase from the current Shs430 billion allocation to further bolster infrastructure and international marketing.
Showcasing the “Pearl”
Uganda’s showcase went beyond traditional wildlife safaris, highlighting a curated portfolio of:
- High-altitude hiking and cycling trails
- Luxury golf course hotels
- International sports events
- Premium coffee tasting (linking agriculture directly to tourism)
By combining government-backed diplomacy with private-sector agility, Uganda is no longer just “emerging”—it is actively sculpting a niche for the discerning Swiss adventurer.
