Uganda is taking its tourism promotion to an exciting new level with a landmark partnership with Infront Sports and Media, a leading global sports marketing company, to use ice hockey to showcase Uganda as a premier tourism destination to fans across Switzerland.
The partnership, spearheaded by the Uganda Embassy inSwitzerland in collaboration with the Uganda Tourism Board (UTB), will leverage the popularity and international reach of ice hockey to promote Uganda as a unique tourism destination to audiences across Switzerland and the wider European market.
Through the partnership, ice hockey fans will be introduced to Uganda through the “Explore Uganda” brand featuring prominently during Champions Hockey League (CHL) ice hockey games in stadiums, on social media, and on television.
Switzerland is a premium tourism market for Uganda, and ice hockey provides a unique avenue to reach a highly travel-oriented audience. About 32% of the Swiss population identifies as ice hockey fans, and nearly 65% of those fans list travel as a hobby.
The CHL also offers Uganda exposure beyond Switzerland, having previously reached a cumulative seasonal television audience of approximately 153 million viewers across 53 territories. The partnership therefore provides Uganda with an opportunity to showcase the Pearl of Africa to potential travellers in Switzerland, across Europe,and beyond while supporting broader efforts to attract more international visitors and diversify the country’s tourism source markets.
Uganda’s Ambassador to Switzerland, Amb. Robert Marcel Tibaleka, describes sport as a powerful bridge between nations, noting that the popularity of ice hockey provides anovel opportunity to tell Uganda’s story and encourage more Swiss travellers to experience the country’s wildlife, landscapes, culture and hospitality.
He states, “We want ice hockey fans to know that beyond the thrill of the game awaits a destination offering equally unforgettable experiences and adventures.”
Idda Wadda, Head of Legal and Corporate Affairs at the Uganda Tourism Board (UTB), highlighted the partnership’s potential to attract more international visitors to Uganda, stating, “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.”
As “Explore Uganda” takes its place on Swiss ice, the UgandaEmbassy in Switzerland is finding innovative ways to take the Pearl of Africa to the Swiss market and the world and attractnew audiences to discover a destination rich in adventure, nature, culture and unforgettable experiences.