Uganda is turning to international sport to market its tourism attractions, partnering with global sports marketing company Infront Sports & Media to promote the country to ice hockey fans in Switzerland and other European markets.
The initiative, spearheaded by the Uganda Embassy in Switzerland in collaboration with the Uganda Tourism Board (UTB), will use the Champions Hockey League (CHL) as a platform to showcase Uganda’s tourism brand, “Explore Uganda”, to international audiences.
Under the partnership, the tourism brand is expected to feature during CHL matches through stadium advertising, television broadcasts and social media platforms, exposing fans to Uganda’s wildlife, landscapes, cultural heritage and travel experiences.
The campaign targets Switzerland, which is considered an important market for Uganda’s tourism industry, while seeking to extend the country’s visibility to audiences across Europe and other territories reached by the competition.
Figures cited in the partnership announcement indicate that approximately 32 per cent of Switzerland’s population identifies as ice hockey fans, while nearly 65 per cent of those fans list travel as a hobby.
The Champions Hockey League has also recorded a cumulative seasonal television audience of approximately 153 million viewers across 53 territories in previous seasons, offering Uganda a potential platform to reach prospective visitors beyond the Swiss market.
The initiative forms part of Uganda’s broader efforts to diversify its tourism source markets and explore alternative promotional channels to attract international visitors.
Uganda’s Ambassador to Switzerland, Robert Marcel Tibaleka, said sport could help strengthen relations between countries while introducing new audiences to Uganda’s tourism attractions.
He said the popularity of ice hockey presented an opportunity to engage Swiss audiences and encourage them to experience the country’s natural attractions, 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 translate 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 a growing focus on using international sporting platforms to promote tourism destinations and reach audiences who may not be exposed to conventional tourism advertising.
For Uganda, the expected benefits will depend on how effectively the campaign converts brand visibility into travel inquiries, bookings and actual visitor arrivals.
The collaboration is intended to strengthen Uganda’s presence in Switzerland while introducing the country’s tourism offering to a wider international audience through the “Explore Uganda” brand.
