By Ssenkayi Marvin Ezra
In 2004, the Uganda Athletics Federation (UAF), in partnership with MTN, launched the inaugural MTN Kampala Marathon. While the first edition attracted only about 1,500 runners, the event carried a spark of promise— the idea that running could be more than a sport; it could unite communities, promote health, and even showcase Uganda to the world.
It has been 21years since the MTN Kampala Marathon bowed out, having last been staged in 2022. Yet the seed sown in 2004 has borne fruit. Today, Uganda’s running calendar is thriving, headlined by all manner of races and marathons, no more notable than the Rotary Cancer Run and the Kabaka Birthday Run. While the overwhelming majority of these marathons are aimed at charitable causes like fighting cancer and other diseases, one marathon has a loftier ambition—to boost tourism to the region and support local communities.
The Tuskerlite Rwenzori Marathon, founded by tourism entrepreneur Amos Wekesa, is staged annually in Kasese against the backdrop of the Rwenzori Mountains, one of Africa’s three snow-capped ranges. Its unique setting has drawn thousands of runners since inception, with a notable rise in foreign participation.
According to Wekesa, visitors not only come to compete but also extend their stay with safaris in Queen Elizabeth National Park and cultural trips in Tooro and Kasese.
“People don’t just come here to run,” says Wekesa. They come here to explore the Pearl of Africa—its mountains, its wildlife, its people. The marathon is the entry point.”
The trend is part of a wider global movement known as marathon tourism or “race-cations”, where travellers plan their holidays around marathon events. According to global tourism reports, this niche has become a multi-billion-dollar industry and is one of the fastest-growing segments globally, and Uganda has natural advantages: varied terrain, a youthful population, and a rich tapestry of landscapes.
By embedding marathons within this framework, Uganda can position itself as a leading destination for travellers seeking both physical challenges and cultural immersion.
Established runs such as the MTN Kampala Marathon, the Rotary Cancer Run, and the Kabaka Birthday Run have long been crowd-pullers. But the Rwenzori Marathon is widely seen as the event that most directly links running to tourism promotion, positioning Uganda as a destination for adventure enthusiasts.
Locally, the marathon is more than an event; it is an economic catalyst. Hotels in Kasese and Fort Portal record near-full occupancy during race week. Restaurants, transport providers, and craft vendors all benefit from the influx of participants and spectators. Like the Rotary Cancer Run and Kabaka Birthday Run, the Rwenzori Marathon also doubles as a platform for social impact—with proceeds supporting conservation and community projects, aligning Uganda’s adventure tourism with responsible travel trends.
With the global adventure tourism market growing, Uganda is well positioned to attract health-conscious and experience-driven travellers. Unlike traditional tourism, marathon tourism guarantees repeat visits—as runners often travel in groups, bring families, or return to attempt different race categories. It also extends Uganda’s brand beyond wildlife safaris, offering an alternative narrative that appeals to health-conscious, experience-driven travellers, branding the country as a hub for endurance sports and outdoor adventure.
However, for Uganda to fully harness this potential, experts stress the need for improved infrastructure—better roads, upgraded airports, and adequate accommodation facilities in regional towns.
In addition, better marketing efforts and strategies such as marketing Uganda’s races to global running communities through platforms like the Abbott World Marathon Majors or niche travel agencies specialising in sports tourism would also elevate visibility.
With the Rwenzori Marathon continuing to expand, Uganda is increasingly running its way into the spotlight—not just as the Pearl of Africa, but as a top destination for sport-driven adventure tourism.