Uganda is taking its tourism diplomacy onto an unconventional international stage, partnering with the Champions Hockey League (CHL) to showcase the country’s wildlife, landscapes, cultural heritage and hospitality to audiences across Switzerland and the wider European market.
The one-year partnership for the 2026/27 season was concluded by the Embassy of Uganda to the Swiss Confederation and the Uganda Tourism Board (UTB), following engagement with Infront Sports & Media, the competition’s exclusive media and marketing partner. The initiative will use the reach of European club ice hockey to promote Uganda under its Explore Uganda destination brand.
The campaign reflects a broader shift in international tourism promotion: countries are increasingly exploring sporting competitions, entertainment platforms and cultural engagement as channels for reaching potential travellers beyond conventional advertising and tourism exhibitions. For Uganda, the strategic objective is to convert international visibility into destination awareness, travel enquiries and, ultimately, more visitors.
The partnership comes as Uganda’s tourism sector records strong growth and seeks to expand its international market reach. According to the Ministry of Tourism, Wildlife and Antiquities’ 2025 tourism performance figures, Uganda received 1,642,215 international visitors in 2025, an increase of 19.7% from 1,371,895 in 2024. Tourism receipts rose by 21.3% to approximately US$1.62 billion, equivalent to UGX 5.83 trillion.
The government has set a target of generating US$5 billion in annual tourism receipts by 2030, signalling an ambition to increase not only visitor numbers but also tourism expenditure and the economic value generated by each visit. These figures underline the importance of market diversification. While African countries remain the largest source of visitors to Uganda, overseas markets offer opportunities to attract travellers interested in wildlife experiences, gorilla trekking, birdwatching, adventure tourism, cultural heritage and longer nature-based holidays.
Switzerland provides one avenue for pursuing that ambition. By placing Uganda’s tourism brand within a popular sporting environment, the partnership seeks to introduce the destination to audiences who might not otherwise encounter it through traditional tourism marketing.
Ice hockey is deeply embedded in Switzerland’s sporting culture, offering a distinctive platform for reaching audiences through live events, broadcast coverage and digital engagement. The partnership information supplied for the campaign estimates that approximately 32% of the Swiss population identifies as ice hockey fans, while nearly 65% of those fans list travel as a hobby. These figures suggest a potentially relevant audience for destination marketing, although they should be treated as campaign-provided audience statistics rather than independently verified measures of likely travel demand.
The Champions Hockey League provides an established international platform. Infront’s current competition information lists 101 games for the 2026/27 season and more than 300 hours of live coverage produced each season. The competition connects clubs and audiences across several European markets, creating opportunities for destination branding beyond the immediate match-day experience. Infront has also reported a cumulative audience of approximately 153.1 million for the 2015/16 CHL season. That historical figure demonstrates the competition’s previous capacity to attract substantial audiences, but it should not be presented as the confirmed audience for the current season.
Through the partnership, Explore Uganda branding is expected to feature across relevant stadium, television and digital channels, supported by activations designed to bring Uganda’s tourism offering closer to Swiss audiences. The opportunity is not simply to place a national logo before spectators. It is to associate the destination with compelling experiences and give prospective travellers a reason to explore what Uganda offers. The partnership also illustrates how diplomatic missions can support economic objectives by building relationships with international commercial organisations and identifying new routes to overseas markets.
Uganda’s Ambassador to Switzerland, Amb. Robert Marcel Tibaleka, described sport as a bridge between nations and highlighted the opportunity to communicate Uganda’s wildlife, landscapes, culture and hospitality through ice hockey’s popularity. “We are proud that the dialogue initiated by the Embassy with Infront has culminated in this partnership,” the ambassador said, according to the partnership announcement. He added that the agreement reflected the warmth and depth of Uganda–Switzerland relations and the ambition to welcome more Swiss travellers to Uganda.
The initiative places the Embassy in a role extending beyond formal diplomatic representation: facilitating commercial connections that can support destination promotion and broader economic engagement. For UTB, the partnership offers an additional channel through which to advance the Explore Uganda brand. Its effectiveness, however, will depend on whether sporting visibility is connected to accessible travel information, tour operators, airlines, accommodation providers and bookable tourism experiences. The distinction is important. Exposure can introduce a destination to new audiences, but visitor growth requires a clear pathway from awareness to travel planning and purchase.
Uganda’s tourism ambitions require more than reaching large audiences. They require evidence that marketing investment generates tangible economic value. The CHL partnership therefore presents an opportunity to measure the relationship between sports-based destination promotion and tourism outcomes. Relevant indicators include audience reach in Switzerland, engagement with Explore Uganda content, visits to official tourism websites, travel enquiries, referrals to tourism businesses, bookings and subsequent arrivals from the Swiss market.
Where data protection and attribution arrangements permit, campaign-specific digital links and referral tracking could help distinguish interest generated by the partnership from wider tourism demand.
The Embassy and UTB could also work with Swiss travel operators to assess changes in enquiries, itinerary development and bookings during and after the 2026/27 season. Such evidence would help determine whether the initiative should be extended or adapted for other European markets. These measures would support a more accountable approach to tourism diplomacy: one in which the value of international visibility is assessed alongside the visitors, expenditure, business opportunities and jobs it helps generate.
Uganda’s tourism proposition extends well beyond a single attraction. Its appeal includes mountain gorillas, diverse birdlife, national parks, the Rwenzori Mountains, Lake Victoria, the source of the River Nile, cultural experiences and opportunities for adventure travel. The Explore Uganda brand provides a framework for presenting these experiences as a connected destination offering, supported by the country’s cultural diversity and reputation for hospitality.
For Swiss audiences, the campaign offers an opportunity to discover a destination whose tourism products span wildlife conservation, outdoor adventure, cultural heritage and nature-based experiences. Sustaining that interest will require consistent destination messaging, reliable travel information and close cooperation between tourism authorities, diplomatic missions and private-sector operators.
The partnership between Uganda, the Embassy in Switzerland, UTB, the Champions Hockey League and Infront demonstrates how sports platforms can support a broader economic diplomacy agenda. It connects destination marketing with international commercial networks and creates an avenue for Uganda to reach audiences in a market that the tourism authorities consider strategically important.
As the country pursues its target of US$5 billion in annual tourism receipts by 2030, initiatives of this kind will be most valuable when they combine creative international promotion with measurable results, quality visitor experiences and sustained engagement with the travel trade. The Pearl of Africa is taking its story onto Swiss ice. The next measure of success will be how effectively that visibility translates into travel decisions, stronger tourism connections and lasting economic value for Uganda.