The recently concluded Mt Rwenzori Marathon presents a compelling case for Uganda's tourism sector, which was severely impacted by the COVID-19 pandemic. The marathon, now in its fifth year, registered 8,000 runners from over 42 countries, a 33% growth from 6,000 runners drawn from 36 countries in the previous year. This growth is significant for Uganda's tourism sector, which contributes approximately 16% of the country's total export revenues.
The Rwenzori Marathon has earned a World Athletics Label Road Race certification, enhancing its reputation as a premier international sporting event. The marathon has also had a substantial impact on the local economy, with individual participants spending between UGX 400,000 to UGX 5 million during the marathon weekend. A conservative estimate suggests that the 8,000 runners spent at least UGX 4 billion in the local economy.
Uganda's tourism sector faces challenges in expanding its economy from US$ 50bn in 2023 to US$ 500bn in 2040. The National Development Plan IV cites Uganda's narrow product range as a barrier to fully exploiting the potential of tourism, which earned Uganda UGX 5.8 trillion (US$ 1.62bn) in 2025. To address this, the government aims to grow foreign exchange earnings from US$ 1.6bn to US$ 10bn and increase domestic tourism expenditure.
The Rwenzori Marathon offers a window into how the private sector and government can collaborate to innovatively expand Uganda's tourism offerings. The private sector can lead product creation, investment, and service quality, while the government creates the enabling infrastructure and conducive environment. The marathon has transformed Kasese town into a weekend gateway, attracting 8,000 people and generating significant economic activity.
Trends in global tourism indicate that travelers are increasingly seeking specific activity interests, with experiences taking precedence over traditional tourism. A 2023 report by the Mastercard Economics Institute found that consumers' spending on experiences was up 65 percent from 2019. The Rwenzori Marathon provides a dynamic way for tourists to experience Uganda's attractions, and similar initiatives could be replicated across the country.
Development finance institutions like the Uganda Development Bank (UDB) offer affordable and patient capital for tourism product development, amplifying tourism's local economic impact through jobs, SME growth, and multiplier spending. As of 2025, services, including tourism, constituted 17 percent of UDB's portfolio. The bank's support for tourism initiatives like the Rwenzori Marathon can help drive growth in the sector.
Uganda's tourism sector has shown signs of recovery, with international tourist arrivals increasing by 19.7 percent to 1,642,215 visitors in 2025. However, only 13 percent of these tourists visited Uganda for leisure and holiday, highlighting the need for innovative tourism products to attract more visitors. The Rwenzori Marathon demonstrates the potential for Uganda to diversify its tourism offerings and become a more competitive destination.
Key points
- The Rwenzori Marathon has registered 8,000 runners from over 42 countries, a 33% growth from the previous year.
- The marathon has earned a World Athletics Label Road Race certification, enhancing its reputation as a premier international sporting event.
- The event has had a substantial impact on the local economy, with individual participants spending at least UGX 4 billion during the marathon weekend.
