Govt injects sh800m into Rwenzori marathon

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The Government, through the tourism ministry, Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA) and Uganda Airlines, has injected shillings 800 million into the Rwenzori marathon.

Part of the boost of the flagship sports tourism event announced on Wednesday, August 5, 2025, was given in cash, whereas the rest came in the form of gorilla permits, travel discounts by Uganda Airlines for the runners jetting into the country, support for influencers and park entrance, among others.

While announcing the sponsorship at Fairway hotel on Wednesday, tourism ministry permanent secretary Doreen Katusiime said the Rwenzori marathon is part of a bigger national vision, which recognises that today's travellers are experience seekers, wellness enthusiasts and global citizens who want to explore places that combine meaning, culture, nature and community.

The fourth edition of the internationally accredited marathon dubbed Tusker Lite Rwenzori marathon is slated for August 23 in Kasese municipality.

"The Government recognises the significant role marathons play in tourism, by attracting large numbers of passion-driven participants from both local communities and international countries. Globally, sports tourism is a powerful economic force, currently valued at over $800b and projected to reach $1.8 trillion by 2030. Uganda must therefore claim its share of that opportunity, and we are doing just that," Katusime said.

Kick boxer Moses Golola (3rd left) leading drills to encourage fitness for runners intending to participate in the Rwenzori marathon during the activation on Wednesday at Fairway hotel. (Credit: Julius Luwemba)

Kasese accommodation has expanded

Amos Wekesa, on behalf of the organisers, said runners from 32 countries have so far confirmed attending, with 450 participants from Kenya alone.

"In 2022, when the first marathon was held, Kasese had only 500 rooms. "Kasese today has over 2,500 accommodation rooms, and the business community is always looking forward to this annual event," he remarked.

In a similar regard, Uganda Tourism Association president Yogi Birigwa argued that tourism is not just about visitors. "It's about impact, livelihoods and national pride. Through this marathon, we are telling the world that Uganda is open, active and bursting with authentic experiences."

This was echoed by UTB marketing manager Francis Nyende, who described the marathon as a destination experience, which combines sports, storytelling and scenery, among others, "which makes it a very unique tourism product for Uganda."

It was also noted that the marathon has, since 2022, seen its numbers grow to over 4,000 participants who were registered last year.

"It's a powerful driver of the economy and social transformation because events like this generate income to local communities, boost infrastructure, social services, among others. Kasese is now a good example of how tourism enriches a region when we tell our stories right," Nyende said.

Conservation question

"The glaciers on the Rwenzoris are melting. Therefore, the event also gives us a platform to talk about conservation since one of our pillars is to make sure we do tourism in a very sustainable way," added the UTB marketing manager.

UWA senior manager in charge of tourism development, Stephen Masaba, announced a 50% discount to all travellers visiting the national parks in western Uganda, courtesy of the Rwenzori marathon. He laid out a plethora of attractions from the Sempaya hot springs in Semuliki National Park to the salt lakes in Queen Elizabeth National Park that lay in serenity, awaiting to be explored.

Diversifying product offerings

Meanwhile, UTB chief executive officer Juliana Kagwa said the agency's strategic intent is to expand portfolio product offerings.

"We can no longer rely only on the wildlife, lakes, rivers, among other endowments. We need to start developing products. Some of the areas we're looking at for product development include culture and heritage, adventure and exploration (experiential tourism) and sports, among others," Kagwa intimated.

She noted that sports tourism is taking the world by storm. "If we want to grow our industry and sector 25-fold by the year 2040 and if we also want to triple the number of international visitors who come into the country, from the 1.37 million whom we hosted last year, we have to set for ourselves a very ambitious goal. Our neighbours in the region have done it, and we have to stand up to the challenge."

The 2025 Rwenzori marathon edition is envisaged to attract athletes from more than 50 countries, a strong indicator of Uganda's growing visibility on the international sports and tourism map.

"We have the product, landscape, and now building the platform. UTB, alongside the Government, is ready to partner with all players, including local governments and the private sector," Kagwa assured.