Uganda is exploring new avenues to promote its tourism industry through a landmark partnership with Infront Sports & Media, a leading global sports marketing company, to showcase the country as a premier tourism destination to ice hockey fans in Switzerland and beyond.
The partnership, spearheaded by the Uganda Embassy in Switzerland in collaboration with the Uganda Tourism Board (UTB), will leverage the popularity and international reach of ice hockey to promote Uganda as a unique destination to audiences across Switzerland and the wider European market.
Through the partnership, Uganda’s “Explore Uganda” tourism brand will feature prominently during Champions Hockey League (CHL) matches, reaching fans through stadium branding, social media platforms and television broadcasts.
Switzerland is considered a key tourism market for Uganda, and ice hockey offers an opportunity to reach audiences with an interest in travel and international experiences.
According to figures cited in the partnership announcement, approximately 32 per cent of the Swiss population identifies as ice hockey fans, while nearly 65 per cent of those fans list travel as a hobby.
The Champions Hockey League also offers Uganda exposure beyond Switzerland. The competition has previously reached a cumulative seasonal television audience of approximately 153 million viewers across 53 territories, providing a platform to showcase Uganda to potential travellers across Europe and other international markets.
The initiative is expected to complement Uganda’s broader tourism promotion efforts by increasing the country’s international visibility, attracting more visitors and diversifying its tourism source markets.
Uganda’s Ambassador to Switzerland, Robert Marcel Tibaleka, described sport as a powerful bridge between nations, noting that ice hockey’s popularity presents an innovative opportunity to tell Uganda’s story and encourage more Swiss travellers to experience the country’s wildlife, landscapes, culture and hospitality.
“We want ice hockey fans to know that beyond the thrill of the game awaits a destination offering equally unforgettable experiences and adventures,” Tibaleka said.
Idda Wadda, Head of Legal and Corporate Affairs at the Uganda Tourism Board, said the partnership could help convert international exposure into increased interest in visiting Uganda.
“By leveraging the reach of the Champions Hockey League, we can inspire more travellers to discover the Pearl of Africa. Our ambition is to turn this visibility into genuine interest in Uganda and, ultimately, more visitors choosing to experience our destination,” Wadda said.
The partnership reflects Uganda’s efforts to explore innovative tourism marketing channels beyond traditional advertising, using international sporting events to reach new audiences and strengthen the country’s profile as a travel destination.
As the “Explore Uganda” brand gains visibility through ice hockey in Switzerland, the Uganda Embassy and UTB hope to attract travellers interested in adventure, nature, culture and the country’s diverse tourism experiences.
The initiative is also intended to strengthen Uganda’s appeal in the Swiss market while extending its tourism promotion to a wider international audience.