Of the Rwenzori Marathon and a silly sports season

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WHAT’S UP!

Last Saturday, I did my straight second Rwenzori Marathon, but again I had to do it virtually. Someone asked me what a virtual marathon is: it is when you do the distance, but not at the venue where the real event is. I could not be in Kasese, so I did it around Kampala. And as it turned out, I was not the only one, for I ran into several others doing the same, wearing the same kit.

Last year, our hiking club, Mountain Slayers Uganda (MSU), organised a hike in Kyambura Gorge, and the next day, members joined the marathon. I had planned to join them, but unavoidable circumstances meant I could not. This year, MSU kind of dropped the ball, and by the time we realised the marathon was upon us, it was too late to organise anything. But next year, I promise to be in Kasese, come hell or high water.

The Rwenzori Marathon has become something of a phenomenon in this country, and it is even more remarkable that it is a private venture, but it has attracted the high and mighty. Ugandans do love being part of a good thing, so, of course, do not blame them.

I do not know if he started it, but Amos Wekesa has been very much part of it, and has more or less become its face. He is in the tourism business, and he takes every chance he has to sell his country, Uganda.

As well he should. Uganda’s tourism marketing is like a graveyard of failed campaigns, many of which were about spending money rather than effectively marketing the country. They were mainly the initiates of bureaucrats and the glorified ‘mafia’, who take every opportunity to siphon money from the national treasury.

Marathons across the world are used by countries as a very effective means of promoting tourism. People show up to run and stay to tour what the country has to offer.

Take the London marathon, for example. Founded in 1981 with 7,747 participants, it has grown so much that last year, there were over 50,000 finishers. Already over one million applications have been received for next year’s edition. It is estimated that the event injects around $150m (around sh600bn) into London’s economy through hotel bookings, retail sales and hospitality demand. London Airbnbs earned over $30m during the marathon weekend in 2022.

The Rwenzori marathon is still a baby, starting out with 800 participants in 2022; though it has now grown to over 3,000 runners from 34 countries. It is estimated that over sh15b were spent in Kasese during the marathon weekend last year, and hotels, restaurants and tour operators reported full bookings and increased business.

The Rwenzori, the famed Mountains of the Moon, are probably Uganda’s most famous landmark. And Kasese is just next to Queen Elizabeth National Park, one of the country’s largest. And the largest population of the mountain gorillas is not very far away. Even those counting delegates dubiously at Kololo can do the maths here; this is the way to promote the country.

There is a detail to this story. According to Wekesa, two runners from Zimbabwe came planning to spend at least $2,000, but ended up spending only around $1,000, including air tickets.

When they first Googled Kasese and Rwenzori in 2023, rebels, disease outbreaks and flooding came up. So they opted out. But they decided to come this year anyway. And they have nothing but praise for their experiences.

To paraphrase Winston Churchill, concentrate on Kasese, concentrate on the Rwenzori Marathon.