Rwenzori Marathon Partners with Ethiopian Airlines to Promote Uganda in Ethiopia

The Tusker Lite Mt. Rwenzori Marathon has partnered with Ethiopian Airlines to promote Uganda's tourism and strengthen relations between Uganda and Ethiopia. This collaboration was facilitated by the Uganda Embassy in Addis Ababa following discussions between the marathon management and Ethiopian Airlines, led by Uganda Country Manager Merry Tadi. The partnership aims to utilize sports diplomacy to enhance bilateral ties and showcase Uganda as a tourism destination.

As part of the partnership, Ethiopian Airlines will provide flight tickets to support the marathon delegation. A long-term partnership agreement is expected to be formalized between the Rwenzori Marathon and Ethiopian Airlines. This collaboration will not only promote the marathon but also contribute to Uganda's tourism sector by attracting Ethiopian tourists. The Uganda Embassy in Addis Ababa is spearheading the promotional efforts.

The Uganda Embassy and the Rwenzori Marathon team will participate in the Great Ethiopian Run next weekend. During the event, they will conduct promotional activities to showcase Uganda and the upcoming 2027 Rwenzori Marathon. This participation will provide an opportunity for Ethiopians to learn about Uganda's tourism attractions and athletic heritage. Promotional campaigns are also underway across Addis Ababa to highlight Uganda's attractions.

The collaboration between the Rwenzori Marathon and Ethiopian Airlines aligns with the Uganda Embassy's efforts to use sports diplomacy and cultural exchange to position Uganda as a destination for tourism and investment. This initiative aims to strengthen people-to-people and business connections between Uganda and Ethiopia. By promoting Uganda's tourism sector, the partnership is expected to have a positive impact on the country's economy.

The Rwenzori Marathon, now in its 10th year, has become a premier athletic event in Uganda, attracting participants from across the globe. The marathon showcases Uganda's natural beauty, particularly the Rwenzori Mountains, which are a UNESCO World Heritage Site. By partnering with Ethiopian Airlines, the marathon organizers hope to attract more international participants and spectators.

The partnership between the Rwenzori Marathon and Ethiopian Airlines demonstrates the potential of sports diplomacy in fostering international relations. This collaboration is expected to have a lasting impact on Uganda's tourism sector and its relations with Ethiopia. The Uganda Embassy in Addis Ababa will continue to play a crucial role in promoting Uganda's interests in Ethiopia.

Key outcomes of this partnership include increased visibility for the Rwenzori Marathon, enhanced tourism promotion, and strengthened bilateral ties between Uganda and Ethiopia. The success of this collaboration could pave the way for future partnerships between Ugandan sports events and international airlines.

Key points

• The partnership aims to promote Uganda's tourism sector and strengthen bilateral ties with Ethiopia through sports diplomacy.
• The collaboration will include promotional activities at the Great Ethiopian Run and across Addis Ababa.
• The partnership is expected to have a positive impact on Uganda's economy by attracting more tourists.