Rwenzori Marathon Team Presents Tourism Ambition to Tourism State Minister.
- 4 days ago
- 3 min read
When the runners take their first steps against the dramatic backdrop of the Rwenzori Mountains, Uganda will not just be hosting a marathon, it will be telling a story and selling herself high as a competitive, authentic and sustainable tourism destination.
The preparations for the Rwenzori Marathon have moved beyond the finishing line, with organizers positioning the event as a powerful tourism marketing platform designed to showcase Uganda’s beauty, culture, and hospitality to the world.
Rwenzori Marathon CEO Wekesa met with the State Minister for Tourism Hon Susan Nakawukyi, where he shared the extensive preparations underway to ensure the event becomes more than a sporting spectacle. The vision is clear: use the marathon as a gateway to introduce global visitors to Uganda’s landscapes, traditions, people, and investment opportunities.
The marathon is expected to attract participants from across the globe, with more than 1,700 runners already fully registered from over 29 countries. For Uganda, these numbers represent more than international participation; they represent an opportunity to create lasting impressions among visitors who could become future ambassadors of the country.
Beyond the race itself, organizers are building a complete tourism experience. Cultural villages will be established to give visitors an authentic glimpse into Uganda’s diverse heritage, traditions, music, food and way of life. The event will also be documented by a professional filming crew from South Africa, ensuring that the story of Uganda reaches audiences far beyond those physically present.
Adding to the global profile of the marathon is the involvement of an Invictus team seconded by Prince William, bringing international recognition and a message of resilience, inclusion and human achievement.
The event will also feature merchandise from global dealers, including brands such as Funky Pants Funky Pants, a South African activewear brand known for sport gear that’s bright patterned, chafe-free comfort and deep pockets, transforming the marathon into a platform where Ugandan identity meets global sporting culture.
The ambition surrounding the Rwenzori Marathon extends beyond tourism. Organizers view it as a benchmark for Uganda’s ability to host major international events, including future preparations linked to continental competitions such as AFCON. The level of organization, hospitality, security, and international engagement is expected to demonstrate Uganda’s readiness for large-scale global gatherings.
Uganda Tourism Board CEO Mrs Juliana Kaggwa says the Explore Uganda brand is expected to make a strong statement through the marathon. Plans include welcoming international visitors with a special “Night in Kampala” experience, showcasing the capital city’s energy and culture before participants head to the Rwenzori region.
The Government Media Center, led by Kasujja, is also expected to play a key role in amplifying the event’s visibility, while a 48-hour countdown will build anticipation and keep global audiences engaged as the marathon approaches.
For Tourism State Minister Nakawukyi, the Rwenzori Marathon represents something even bigger; a chance to relaunch Uganda’s image internationally after years of misinformation, including concerns that affected perceptions following Ebola-related reports.
She described the event as a moment for Uganda to present a different narrative: one of natural wonders, vibrant communities, safety, and opportunity.
As the world prepares to watch runners conquer one of Africa’s most spectacular mountain landscapes, Uganda hopes the real victory will happen long after the finish line, through increased tourism, stronger global connections and a renewed appreciation of the Pearl of Africa.
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