Uganda will advertise its tourism attractions at Champions Hockey League games under a new partnership aimed at drawing more visitors from Switzerland and other European countries.
The agreement with global sports marketing company Infront Sports & Media will place the Explore Uganda brand in stadiums, television broadcasts and social media coverage linked to the competition.
The Uganda Embassy in Switzerland and the Uganda Tourism Board (UTB) spearheaded the initiative. They hope to turn interest among ice hockey fans into bookings and visits.
The campaign will showcase Uganda’s wildlife, scenery, culture and hospitality to audiences beyond its traditional tourism promotion channels.
Uganda’s Ambassador to Switzerland, Marcel Robert Tibaleka, said sport could strengthen ties between countries and encourage Swiss travellers to explore Uganda.
UTB’s Head of Legal and Corporate Affairs, Idda Wadda, said the exposure offered an opportunity to build awareness of the Explore Uganda brand and attract more Swiss visitors.
The partnership adds sports marketing to Uganda’s efforts to expand its tourism reach in international markets. Its success will depend on converting that exposure into travel interest and visits.
