Uganda is set to use the international popularity of ice hockey to promote itself as a leading tourism destination through a new partnership with Infront Sports & Media, a global sports marketing company.
The partnership, spearheaded by the Uganda Embassy in Switzerland in collaboration with the Uganda Tourism Board (UTB), will use the reach of ice hockey to showcase Uganda to audiences across Switzerland and the wider European market.
Under the partnership, the Explore Uganda brand will feature during Champions Hockey League (CHL) games through stadium advertising, television broadcasts and social media platforms.
The initiative is intended to introduce Uganda’s tourism attractions to new international audiences and encourage more visitors to experience the country’s wildlife, landscapes, culture and hospitality.
Uganda’s Ambassador to Switzerland, Amb. Marcel Robert Tibaleka, highlighted the ability of sport to connect people and countries, saying the partnership presents an opportunity to inspire more Swiss travellers to discover Uganda.
Idda Wadda, Head of Legal and Corporate Affairs at the Uganda Tourism Board, said the international exposure could help transform visibility of the Explore Uganda brand into increased interest and actual visits by Swiss tourists.
The partnership forms part of Uganda’s broader efforts to adopt innovative approaches to tourism promotion and strengthen its presence in international markets.
Through its presence on Swiss ice hockey platforms, Uganda hopes to reach a new audience and position itself as an attractive destination for travellers seeking wildlife, adventure, culture and unique experiences.
