Uganda is turning to international ice hockey to promote its tourism attractions and attract more visitors from Switzerland and other European countries.
The initiative follows a partnership between the Uganda Embassy in Switzerland, the Uganda Tourism Board (UTB) and Infront Sports & Media, a global sports marketing company.
Under the agreement, Uganda’s Explore Uganda tourism brand will be featured during Champions Hockey League (CHL) matches through stadium advertising, television broadcasts and social media.
The campaign will use ice hockey’s international audience to showcase Uganda’s wildlife, landscapes, culture and hospitality, encouraging more European travellers to visit the country.
Uganda’s Ambassador to Switzerland, Marcel Robert Tibaleka, said the partnership would use sport to strengthen ties between countries and inspire more Swiss travellers to explore Uganda.
Idda Wadda, Head of Legal and Corporate Affairs at UTB, said the campaign could help turn international exposure into greater interest in Uganda and, ultimately, more tourist arrivals from Switzerland.
The partnership forms part of Uganda’s efforts to reach new international audiences and increase awareness of its tourism attractions beyond traditional markets.
