The Rwenzori Marathon, now in its fifth year, has drawn 8,000 runners from 42 countries, marking a 33% increase from the previous year and highlighting Uganda's potential to diversify its tourism sector. The event, which concluded on September 28, 2026, achieved international recognition by securing World Athletics Label Road Race certification, underscoring its growing significance in the global sporting calendar. This growth comes as Uganda seeks to rebuild its tourism industry, which faced severe setbacks during the COVID-19 pandemic, with tourism contributing 16% of the country’s total export revenues in 2025.
The marathon’s success underscores the importance of diversifying Uganda’s tourism offerings, a challenge identified in the National Development Plan IV (NDPIV). The plan highlights the sector’s narrow product range as a barrier to fully capitalizing on its potential, despite tourism generating UGX 5.8 trillion (US$1.62 billion) in 2025. To achieve the government’s goal of expanding the economy from US$50 billion in 2023 to US$500 billion by 2040, the NDPIV emphasizes strategies to increase foreign exchange earnings from tourism to US$10 billion, extend tourists’ average stay to 14 nights, and boost domestic tourism expenditure to UGX7.3 trillion.
The Rwenzori Marathon has transformed Kasese, a region historically known for attractions like Queen Elizabeth National Park and the Rwenzori Mountains, into a weekend destination. A survey of participants revealed that individual spending during the event ranged from UGX400,000 to UGX5 million, with a conservative estimate of UGX500,000 per runner. This translates to at least UGX4 billion injected into the local economy through accommodation, food, entertainment, and other services. The event also received financial support from the Uganda Development Bank (UDB), which aligns with its mandate to promote experiential tourism and enhance Uganda’s appeal as a destination.
Global tourism trends show a shift toward activity-based travel, with consumers spending 65% more on experiences than in 2019, according to a 2023 Mastercard Economics Institute report. The pandemic further emphasized the value of unique experiences, as travelers sought destinations that offered immersive cultural and recreational opportunities. The Rwenzori Marathon exemplifies this trend, offering participants a dynamic way to engage with Uganda’s natural and cultural landscapes. Similar initiatives, such as the Ntare League’s sporting events, have demonstrated the potential of activity-driven tourism to attract both domestic and international visitors.
Experts suggest that Uganda’s regions, each with unique geographical and cultural assets, could replicate the marathon’s model. Proposals include an annual festival on Lake Bunyonyi featuring dragon boat races and cultural tours, or a multi-day trek in Karamoja linking mountain peaks with local community engagement. These initiatives could leverage Uganda’s diverse ecosystems while creating economic opportunities through jobs, small business growth, and multiplier effects in local communities.
The Uganda Development Bank’s role in financing such projects is critical. As of 2025, tourism-related services accounted for 17% of UDB’s portfolio, reflecting its commitment to supporting sustainable tourism development. However, challenges remain: while international tourist arrivals reached 1.6 million in 2025, only 13% of visitors came for leisure, a 0.4% increase from 2024. To compete globally, the private sector must innovate, creating products that align with evolving traveler preferences.
The Rwenzori Marathon serves as a blueprint for Uganda’s tourism future, demonstrating how collaboration between the private sector and government can unlock economic potential. By prioritizing experiential and activity-based tourism, the country can diversify its offerings, attract longer stays, and position itself as a competitive destination in a rapidly changing global market.
The writer, Hosea Katamba, is a senior investment manager in the Services division at the Uganda Development Bank.
The Independent Uganda, September 28, 2026.