Rwenzori Marathon targets 8,000 runners as organisers push tourism, business
The organisers say participation has grown sharply since the event began, rising from 800 runners from four countries in 2022 to 2,200 runners from 17 countries in 2023. In 2024, participation reached 4,000 runners from 33 countries, before increasing to 6,000 runners from 36 countries last year.
L-R: Kirunda Magoola, Public Affairs, Communications, CCBU; Macklean Kukundakwe, CCBU Marketing Manager; Sheila Najjita, Country Lead, Communications, CCBU; and Amos Wekesa, Team Lead, Tusker Lite Mount Rwenzori Marathon, pose for a photo. (Credit: Laura Nagaba)
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Organisers of the Tusker Lite Mount Rwenzori Marathon are targeting 8,000 runners for this year’s race as they seek to position the event as a major sporting and tourism attraction while creating more business opportunities in the Rwenzori sub-region.
The announcement was made during a press conference held at Coca-Cola Beverages Uganda offices in Namanve on Thursday. The fifth edition of the marathon is scheduled for August 22 in Kasese and will feature 42km, 21km, 10km and 5km races.
The organisers say participation has grown sharply since the event began, rising from 800 runners from four countries in 2022 to 2,200 runners from 17 countries in 2023. In 2024, participation reached 4,000 runners from 33 countries, before increasing to 6,000 runners from 36 countries last year.
Amos Wekesa, Team Lead of the Tusker Lite Mount Rwenzori Marathon, said the growth presents an opportunity for Ugandans to develop businesses around sports tourism.
“Ugandans need to wake up and build businesses in Kasese. Events like marathons create opportunities,” Wekesa said.
He said the challenge was no longer simply attracting visitors to Uganda but ensuring they have enough products and services to spend their money on while in the country.
Wekesa said foreign runners who attended last year’s marathon had about $2,000 each to spend, but many struggled to spend even $600, meaning a significant portion of their potential expenditure left the country with them.
He urged businesses in Kasese and across the country to develop products and services that can benefit from the growing number of international visitors attracted by the marathon.
The marathon’s organisers are also seeking to raise its international profile. The event has met global race standards through certified routes, professional timing systems, improved race operations and international participation, and is working towards achieving Gold Label status under World Athletics.
This year’s race will include improvements to race infrastructure and a new finish arena, alongside increased government support. The event is expected to showcase the landscape, culture and tourism potential of the Rwenzori region.
Wekesa said Uganda’s reputation in long-distance running provides an advantage in attracting international participants.
“Uganda is one of the top three running nations on the African continent for long distances,” he said, adding that runners who participate in the Kasese race can qualify for international competitions.
The marathon has also attracted support from Coca-Cola Beverages Uganda (CCBU), which has renewed its partnership as the official hydration partner for the fifth consecutive year.
The company said the investment will support hydration and contribute to the organisation of the race.
CCBU Managing Director Emmy Hashakimana said the marathon had become a platform for bringing people together while creating economic opportunities and promoting the Rwenzori region.
“The Tusker Lite Mount Rwenzori Marathon has become an important platform for bringing people together, creating economic opportunities and showcasing the beauty and potential of the Rwenzori region,” Hashakimana said.
The company has also introduced a 350ml bottle of Rwenzori Pure Natural Mineral Water for this year’s event, replacing the 500ml bottle used previously.
Macklean Kukundakwe, CCBU Category and Trade Marketing Manager, said the smaller bottle was introduced following feedback from runners who wanted a more portable option that would be easier to hold during the race.
The marathon’s continued growth is expected to increase the number of visitors travelling to Kasese, creating opportunities for accommodation providers, restaurants, transport operators, tour guides, retailers and other businesses.
Sheila Najjita, Country Lead Communications, CCBU, encouraged both runners and non-runners to use the event as an opportunity to explore Kasese and the wider Rwenzori region.
The event will feature international participation and is among the major athletics events scheduled to be streamed globally by World Athletics over the weekend.