KAMPALA, Uganda — Ugandan officials are showcasing mountain gorilla trekking and Nile River adventures at premier European travel fairs this month, part of a diplomatic push to attract high-spending tourists.
The delegation is targeting the Swiss market at the Bern Ferienmesse and the upcoming FESPO Zurich, which begins Thursday. These efforts follow Uganda’s recent participation in the FITUR trade fair in Madrid, where representatives promoted the country to more than 250,000 visitors.
Ambassador Arthur Kafeero, Uganda’s deputy permanent representative to the United Nations in Geneva, said Switzerland is a priority because of its high disposable incomes and interest in nature-based travel.
“The Swiss market has very high disposable incomes, strong demand for long-haul travel and growing interest in nature-based and sustainable tourism — areas where Uganda is naturally competitive,” Kafeero said.
The current strategy shifts the focus toward high-value travelers from markets such as Switzerland, Germany and Spain. While Uganda received only 106 Swiss tourists in 2024, Jean Byamukama, president of the Uganda Hotel Owners Association, said increasing that number to 2,000 would create a major economic boost for hotels, guides and local communities.
In addition to wildlife, the government is marketing investment opportunities in eco-lodges and hospitality training. This outreach is managed under the Economic and Commercial Diplomacy framework, which coordinates the ministries of foreign affairs, finance and agriculture to link tourism with trade.
Doreen Ruth Amule, Uganda’s ambassador to France, said participation in fairs like FITUR is essential for connecting with international tour wholesalers and digital platforms that influence long-haul travel decisions.
The push comes as Uganda aims to make tourism a primary driver of foreign exchange under its Vision 2040 development plan, focusing on quality experiences that support conservation efforts.
