Uganda is turning to sports to boost its tourism industry — with the Rwenzori Marathon set to become a key part of that push.
On Monday, the Uganda Tourism Board (UTB), working with the Ministry of Tourism, the Uganda Wildlife Authority (UWA), and the Tusker Lite Rwenzori Marathon, hosted British sports commentator Rob Walker in Kampala. The visit was aimed at spotlighting how global sporting events can draw new audiences to the country’s adventure tourism brand, “Explore Uganda.”
The marathon, scheduled for August 23 in Kasese, takes place in the shadow of the snow-capped Rwenzori Mountains — often called the “Mountains of the Moon” — near the border with the Democratic Republic of Congo. Organizers see it not just as a race, but as a showcase of Uganda’s landscape and culture.
“Sporting events like the Rwenzori Marathon are powerful magnets for international visitors,” Walker told reporters. “They bring athletes and adventure seekers to our landscapes and open new opportunities to market Uganda beyond the well-known wildlife.”
He added that adventure tourism — from mountain running and gorilla trekking to white-water rafting — is one of the fastest-growing segments of global travel, and Uganda is “perfectly positioned to lead.”
UWA’s executive director, James Musinguzi, said the event highlights the close cooperation between the tourism board, the ministry, and the wildlife authority. As part of that partnership, UWA is offering free entry to key attractions in the Rwenzori region for international influencers attending the race, along with a 50 percent discount for registered marathon runners.
Juliana Kagwa, the chief executive of UTB, said the board plans to leverage the marathon to build Uganda’s visibility abroad. A group of influencers and athletes from several countries — including Walker, U.S. adventure runner Sean Hammond, British marathoner Nicholas Butter, and Dubai-based athlete Angus Maxfield — will share their experiences online.
“The influencers represent audiences across multiple continents, and their storytelling will showcase the excitement and beauty of Uganda’s adventure offerings,” Kagwa said.
Organizers say participation in the Rwenzori Marathon has grown since its launch in 2022, with runners from across Africa, Europe, and North America joining local athletes. Collins Masiga, the race’s chief executive, credited both government agencies and private sponsors for helping raise the profile of the event.
For Uganda, which has long leaned on safaris and gorilla trekking to attract visitors, the marathon signals a shift — a move to blend sport, culture, and adventure into its pitch to the world.
