By Fidel Boy Leon
In a host’s home, a guest’s arrival is not an inconvenience but a chance for the best to be revealed. Kasese is embracing this principle this August as it prepares to welcome thousands for the Tusker Lite Rwenzori Marathon.
For the people of Kasese, this event is more than a race; it is a profound opportunity to reveal their spirit, their resilience, and the sheer beauty of their home. As runners and spectators gather worldwide, they will discover a community and a country polished to a gleaming showcase of beauty, endurance, and unity.
The Ministry of Foreign Affairs has officially launched a collaborative campaign to promote the fourth edition of the marathon, set for August 24 in Kasese District. The launch, held at the Ministry’s headquarters, drew senior government officials, members of the diplomatic corps, development partners, private sector representatives, and the media.
Delivering the keynote address, Permanent Secretary Bagiire Vincent Waiswa highlighted the central role of sports diplomacy in advancing Uganda’s “soft power.”
“Promotion of our national image is a core responsibility of the Ministry,” he said. “Sporting events such as the Rwenzori Marathon are powerful platforms for enhancing global influence, fostering economic growth, and facilitating cultural exchange.”
The Ministry entered into a strategic partnership with marathon organisers in February this year, with a shared vision of positioning Uganda as a premier sports tourism destination.
Embassies and missions abroad have since been tasked with promoting the event in their respective countries as a flagship activity to attract participants and spectators from diverse backgrounds.
Though a relatively young event, the Tusker Lite Mt. The Rwenzori Marathon has already established itself as one of East Africa’s most distinctive races. When tourism promoter Amos Wekesa and his partners founded it in 2022, their vision was twofold: to create a challenging sporting event while simultaneously showcasing the often-overlooked natural beauty of Uganda’s Rwenzori region.
The inaugural race attracted runners from across Uganda and neighbouring countries, sparking an unprecedented tourism buzz in Kasese. This momentum continued into 2023, as participation grew to include athletes from more than 15 countries, earning the event coverage from international media outlets.
Marathon visionary Amos Wekesa described the event’s transformative effect on Kasese.
“Once a region marked by health crises and insecurity, it is now a vibrant hub for international runners, nature enthusiasts, and investors,” he said.
This year, the marathon has already drawn registrations from 34 countries, with hotels and lodges reporting over 75% occupancy ahead of race day.
The Permanent Secretary noted that the marathon’s objectives align with Uganda’s Economic and Commercial Diplomacy strategy, particularly in tourism promotion under the Ministry’s ATMS framework (Agro-processing, Tourism, Mineral Development, and Science, Technology & Innovation transfer).
She stressed that sports directly support tourism by creating economic opportunities through spending on accommodation, transport, dining, and entertainment.
As Uganda’s only internationally certified marathon, the Rwenzori race doubles as a gateway to the nation’s top attractions, from the snow-capped peaks of the Rwenzori Mountains to Queen Elizabeth National Park, Lake George, and the Equator.
It also serves as a platform for climate advocacy, highlighting the impacts of global warming on the mountain’s glaciers.
In the past six months, Uganda’s missions in Washington D.C., Pretoria, Dar es Salaam, Guangzhou, Arusha, Nairobi, Mombasa, and the UAE have hosted activation runs and promotional events tied to the Rwenzori Marathon. These have marketed Uganda as a tourism destination while strengthening people-to-people diplomacy.
The Ministry praised the organisers for their patriotism and innovation, reaffirming its commitment to using the marathon as a catalyst for community transformation, environmental awareness, and international cooperation.
Closing with an invitation that echoed the warmth of the host, the Permanent Secretary said:
“Join us in Kasese, whether to run, to cheer, or simply to witness a celebration of endurance, unity, and the unmatched beauty of Uganda.”