Partnerships power sports tourism drive ahead of Mt. Rwenzori Marathon

The Uganda Tourism Board (UTB) has teamed up with the Tusker Lite Mt. Rwenzori Marathon, Uganda Wildlife Authority (UWA), and the Ministry of Tourism, Wildlife and Antiquities (MTWA) to spotlight sports tourism as a powerful driver of Uganda’s adventure brand.

The partners today hosted renowned international sports commentator Rob Walker at UTB headquarters to highlight the opportunities surrounding the marathon scheduled for August 23 in Kasese.

The event is central to UTB’s Explore Uganda campaign, which positions the country as Africa’s premier adventure tourism destination.

“Sporting events like the Rwenzori Marathon are magnets for international visitors. They bring athletes and adventure seekers to our landscapes while giving Uganda a chance to tell a fuller story - beyond wildlife safaris - to include mountain races, gorilla trekking, rafting, and cultural experiences. Adventure tourism is one of the fastest-growing travel segments worldwide, and Uganda is perfectly placed to lead,” said Walker.

UWA’s Executive Director, Dr. James Musinguzi, stressed the importance of joint efforts in showcasing Uganda’s diversity.

He announced that UWA will provide complimentary access to Rwenzori attractions for global influencers and a 50% discount for marathon runners to encourage post-race exploration.

UTB CEO Juliana Kagwa revealed that a team of international influencers will drive global visibility through live digital storytelling, media coverage, and immersive behind-the-scenes content.

 “These influencers speak to audiences across continents, and their storytelling will project Uganda’s excitement, beauty, and adventure to the world,” Kagwa said.

The lineup includes Rob Walker (UK), adventurer and broadcaster; Sean Hammond (USA); Nicholas Butter (UK); and Angus Maxfield (Dubai). Their combined reach is expected to amplify Uganda’s tourism appeal across social media, travel blogs, and video platforms.

Rwenzori Marathon CEO Collins Masiga welcomed the growing number of registered runners this year, noting that the event has become a platform not just for competition but also for marketing Uganda’s unique attractions.

He applauded both government and private sector partners for sustaining the marathon’s impact.

With the snowcapped Rwenzoris as a backdrop, the marathon blends sport, tourism, and conservation - cementing Uganda’s place on the global adventure map.