The recently concluded Mt. Rwenzori Marathon, in its fifth year, has demonstrated the potential for Uganda's tourism sector to diversify and grow. The event drew 8,000 runners from over 42 countries, a 33% increase from the previous year's 6,000 runners from 36 countries. This growth is significant for Uganda's tourism industry, which contributes approximately 16% of the country's total export revenues.
The Rwenzori Marathon has received certification as a World Athletics Label Road Race, enhancing its international reputation. The event has also had a positive impact on the local economy, with individual participants spending an estimated Shs 400,000 to Shs 5 million during the marathon weekend. This translates to a conservative estimate of at least Shs 4 billion spent in the local economy on accommodation, fuel, meals, and other activities.
Uganda's tourism sector faces challenges in expanding its economy to $500 billion by 2040 from $50 billion in 2023. The National Development Plan IV cites the country's narrow product range as a barrier to fully exploiting tourism potential. To address this, the government has set targets to grow foreign exchange earnings and increase domestic tourism expenditure.
The Rwenzori Marathon offers a model for public-private collaboration in developing innovative tourism products. The private sector can drive product creation, investment, and service quality, while the government provides enabling infrastructure and a conducive environment. This approach can help Uganda diversify its tourism offerings beyond wildlife and nature.
Trends in global tourism indicate that travelers are increasingly choosing destinations based on specific activities. A 2023 report by Mastercard Economics Institute found that consumers' spending on experiences was up 65% from 2019. The Rwenzori Marathon and similar events can provide tourists with dynamic ways to experience Uganda's attractions.
Other organizations, such as the Ntare League community, have successfully promoted sports tourism in Uganda. The Rwenzori Marathon's success suggests that other regions in Uganda can develop innovative tourism activities that leverage their unique features. For example, an annual festival on one of Lake Bunyonyi's islands could combine dragon boat races, island-hopping canoe safaris, and other activities.
Development finance institutions like the Uganda Development Bank (UDB) offer affordable capital for tourism product development. As of 2025, services, including tourism, constituted 17% of UDB's portfolio. The bank's support can help amplify tourism's local economic impact through job creation, SME growth, and multiplier spending across communities.
Key points
- The Rwenzori Marathon has demonstrated the potential for Uganda's tourism sector to diversify and grow through innovative products and public-private collaboration.
- Uganda's tourism sector aims to grow foreign exchange earnings to $10 billion and increase domestic tourism expenditure to Shs 7.3 trillion.
- The private sector can drive product creation, investment, and service quality in Uganda's tourism industry, while the government provides enabling infrastructure and a conducive environment.
