January is a planning month for family and short break travel and Bern becomes a practical stage to see market demand and supplier offers up close.
Dates and venue
Ferien 2026 takes place from 22 to 25 January 2026 in Bern. The show is hosted at BERNEXPO, a venue with direct local transport links and nearby parking. The four day format allows time for stand visits and follow up meetings.
Program structure and themed areas
The event is organized around three main themes that shape the visitor journey. Bus and Reisen focuses on coach travel and organized routes; Berg and Wasser highlights nature and lakeside offers; Meer and Mehr groups sun and beach destinations. The fair programme includes some 300 talks with travel tips and destination presentations as published by the organiser.
Key figures
The fair assembles 200 exhibitors and attracts around 25,000 travel fans according to the event information. Those numbers indicate a high density of supplier offers and footfall for direct sales and lead generation.
Types of companies and audience profile
Exhibitors include destination marketing organisations, tour operators, travel agencies, coach operators and hospitality providers. The visitor base is mainly families and travelers seeking personal advice and on the spot booking options, which makes the fair relevant for packaged trips and experiential offers.
Commercial prospecting tactics
- Prepare concise value propositions aimed at families and staged travel needs. Short, actionable pitches perform better than long presentations.
- Provide takeaway materials that allow instant decisions such as clear pricing, booking conditions and direct contact channels for follow up.
- Schedule meetings outside peak hours to secure uninterrupted conversations and higher conversion rates.
- Use sensory assets and visual displays. In tourism tangible elements reduce buyer hesitation and speed decision making.
Practical tips for exhibitors
Staff rotation is essential to cover the programme of talks and peak visitor moments. Prepare email templates and a fast booking workflow to capture demand on site. Manage promotional stock and keep a clearly signposted contact point for families visiting the stand.
Final note and official link
For sales teams focused on leisure travel the fair condenses market signals into four concentrated days. Entry passes and the detailed programme are published on the official site at https://ferienmesse.ch
