The Rwenzori Marathon, now in its fifth year, has emerged as a pivotal example of Uganda’s efforts to diversify its tourism offerings, drawing 8,000 participants from 42 nations and achieving a 33% growth compared to the previous year’s 6,000 runners. The event, which concluded recently, secured certification as a World Athletics Label Road Race, elevating its international profile. This development underscores the potential for innovative tourism products to bolster Uganda’s economy, which relies heavily on tourism for 16% of its export revenues, as reported in 2025.
The marathon’s success highlights a broader challenge: Uganda’s tourism sector, valued at Shs5.8 trillion ($1.62 billion) in 2025, remains constrained by a narrow product range. The National Development Plan IV (NDPIV) identifies this as a barrier to achieving the government’s goal of expanding the economy from $50 billion in 2023 to $500 billion by 2040. Key targets include tripling foreign exchange earnings from tourism to $10 billion and doubling the average tourist stay to 14 nights. The marathon exemplifies how public-private collaboration can drive diversification beyond traditional wildlife and nature-based attractions.
Economic ripple effects from the event were significant. A survey of one participating organization revealed that runners spent between Shs400,000 and Shs5 million during the marathon weekend, with a conservative estimate of Shs500,000 per participant. This translated to at least Shs4 billion injected into Kasese’s local economy, funding accommodation, fuel, meals, and other services. The Uganda Development Bank (UDB) further supported the event, aligning with its mandate to promote experiential tourism and enhance Uganda’s appeal as a destination.
Global tourism trends emphasize the growing demand for activity-based travel, with consumers spending 65% more on experiences than in 2019, according to a 2023 Mastercard Economics Institute report. The pandemic reinforced the value of unique experiences, prompting travelers to seek cultural immersion in lesser-known destinations. The Rwenzori Marathon, like other initiatives such as the Ntare League’s sporting events, illustrates how Uganda’s regions can leverage their natural and cultural assets to create tourism products that attract both domestic and international visitors.
Potential models for regional tourism include an annual festival on Lake Bunyonyi featuring dragon boat races, canoe safaris, and cultural exchanges, or a multi-day trek in Karamoja linking the region’s peaks with local community engagement. These ideas align with UDB’s role in providing affordable capital to develop tourism infrastructure, as services, including tourism, accounted for 17% of the bank’s 2025 portfolio. Despite a 19.7% rise in international tourist arrivals to 1.64 million in 2025, only 13% of visitors came for leisure, a modest 0.4% increase from 2024, underscoring the need for innovative strategies.
The Rwenzori Marathon’s success underscores the importance of private-sector creativity and government support in transforming Uganda’s tourism landscape. By fostering unique experiences, the country can unlock economic growth while preserving its natural and cultural heritage. As the writer, a Senior Investment Manager at UDB, notes, the path forward requires thinking beyond conventional models to position Uganda as a competitive, diverse tourism destination.
The event also highlights the role of development finance institutions like UDB in amplifying tourism’s economic impact through job creation, small business growth, and community engagement. With the right partnerships and innovation, Uganda’s regions could replicate the marathon’s model, generating revenue while promoting sustainable tourism. The challenge lies in translating these opportunities into scalable, locally driven initiatives that meet evolving traveler preferences.
The marathon’s certification and economic contributions reflect a broader shift in Uganda’s tourism strategy, emphasizing experiential and activity-based offerings. As the country seeks to diversify its appeal, the Rwenzori Marathon serves as a blueprint for leveraging natural landmarks and community resources to attract a wider audience. This approach not only boosts local economies but also strengthens Uganda’s position in the global tourism market.
While the marathon’s immediate impact is evident, long-term success will depend on sustained investment and collaboration. The NDPIV’s targets for tourism growth remain ambitious, but initiatives like the Rwenzori Marathon demonstrate that progress is achievable. By prioritizing innovation and inclusivity, Uganda can transform its tourism sector into a cornerstone of economic development.
The Rwenzori Marathon’s story is a testament to what is possible when stakeholders align to create unique, value-driven tourism experiences. As Uganda continues to navigate the complexities of economic diversification, the lessons from this event offer a roadmap for expanding the country’s tourism footprint while fostering regional development and cultural preservation.