The Embassy of Uganda to the Swiss Confederation, together with the Uganda Tourism Board (UTB), has signed a landmark one-year strategic partnership with the Champions Hockey League (CHL) for the 2026/27 season.
The agreement aims to showcase Uganda as a compelling travel destination to audiences across Switzerland through the powerful platform of European club ice hockey.
The partnership was developed following proactive engagement by the Embassy with Infront, the Champions Hockey League’s exclusive media and marketing partner.
The partnership will deliver nationwide visibility and activations throughout the Champions Hockey League season in Switzerland, creating new channels to reach European travellers while deepening economic and commercial ties between Uganda and Switzerland.
Sport as a Bridge for Destination Marketing
The collaboration aligns with Uganda Tourism Board’s long-term strategy of converting increased destination awareness into actual visitor growth.
Swiss ice hockey fans will be introduced to Uganda’s unique tourism offering, including the country’s wildlife, dramatic landscapes, rich culture and warm hospitality, through engaging sport-based activations.
Amb. Robert Marcel Tibaleka, Uganda’s Ambassador to Switzerland, commented:
“We are proud that the dialogue initiated by the Embassy with Infront has culminated in this partnership. Sport is a powerful bridge between nations, and the passion and reach of ice hockey across Switzerland offers a compelling platform for telling Uganda’s story, our wildlife, landscapes, culture and hospitality. This agreement speaks to the warmth and depth of Uganda-Switzerland relations, and we look forward to welcoming more Swiss travellers to discover our country.”
Ms. Juliana Kaggwa, Chief Executive Officer of the Uganda Tourism Board, added:
“Switzerland is a strategic market for Uganda, and sport offers us an engaging way to reach audiences nationwide. Uganda’s wildlife, landscapes, culture and hospitality make it a truly distinctive destination, and this partnership will bring that story closer to Swiss travellers.”
From the Champions Hockey League side, Fadri Holinger, Director of Operations & Sport at the Champions Hockey League, said:
“We welcome the Uganda Tourism Board as a partner in the Swiss market for the 2026/27 season. The partnership demonstrates how the Champions Hockey League platform can be used to connect partners with ice hockey audiences in specific European markets.”
Michael Witta, Senior Vice President Marketing Sales and Services at Infront, noted:
“Sport can help destinations turn visibility into meaningful engagement. This partnership shows how a non-traditional sponsorship can connect a clear tourism objective with the reach and passion of ice hockey, creating value beyond conventional advertising.”
Why This Partnership Matters for Responsible Tourism
This innovative sports-tourism partnership highlights how creative destination marketing can open new markets while remaining authentic to Uganda’s strengths.
By introducing Swiss audiences to the Pearl of Africa through a shared passion for sport, the initiative supports sustainable visitor growth that values wildlife, culture and community hospitality.
About Uganda
Uganda, famously known as the Pearl of Africa, is one of East Africa’s most captivating tourism destinations, offering a remarkable blend of wildlife, breathtaking landscapes, rich cultural heritage and unforgettable adventures.
From mountain gorilla trekking in Bwindi Impenetrable National Park and chimpanzee tracking in Kibale Forest to wildlife safaris in Queen Elizabeth and Murchison Falls National Parks, Uganda provides diverse experiences for every traveller.
Visitors can also explore the source of the Nile in Jinja City, relax along Lake Bunyonyi, discover vibrant local cultures and enjoy birdwatching, hiking and community-based tourism.
With its warm hospitality, extraordinary biodiversity and growing commitment to sustainable tourism, Uganda offers visitors meaningful experiences while creating opportunities for local communities and supporting conservation.
Frequently Asked Questions – FAQs
What is the new partnership between Uganda and Switzerland about?
A one-year strategic agreement between the Embassy of Uganda in Switzerland, the Uganda Tourism Board and the Champions Hockey League to promote Uganda as a tourism destination to Swiss audiences during the 2026/27 ice hockey season.
Who are the key partners?
The Embassy of Uganda to the Swiss Confederation, Uganda Tourism Board (UTB), Champions Hockey League (CHL) and Infront (CHL’s media and marketing partner).
When does the partnership run?
Throughout the 2026/27 Champions Hockey League season.
Why Switzerland?
Switzerland is a strategic source market for Uganda. The partnership uses the nationwide reach and passion of ice hockey to introduce Swiss travellers to Uganda’s tourism offering.
What will Swiss audiences see?
Activations and visibility highlighting Uganda’s wildlife, landscapes, culture and hospitality, positioning the country as an authentic travellers’ paradise.
Experience the Pearl of Africa with Responsible Tourism Company
At Responsible Tourism Company, we specialise in creating authentic, community-centred and conservation-minded journeys across Uganda.
Whether you are a Swiss traveller inspired by this new partnership or simply looking to discover mountain gorillas, the source of the Nile, vibrant cultures and warm hospitality, our team designs experiences that leave a positive impact.
Ready to explore Uganda responsibly?
Contact us at Responsible Tourism Company today to plan your journey to the Pearl of Africa.
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