The Ministry of Foreign Affairs has officially launched a collaborative campaign to promote the Fourth Edition of the Tusker Lite Rwenzori Marathon, set to take place in Kasese District. The launch was held at the Ministry’s headquarters.
The event drew senior government officials, members of the diplomatic corps, development partners, the private sector, and media representatives, underscoring the growing link between sports, economic development, and Uganda’s global image.
Delivering the keynote address, the Permanent Secretary of the Ministry of Foreign Affairs, Mr. Bagiire Vincent Waiswa, highlighted the central role of sports diplomacy in advancing Uganda’s soft power. “Promotion of our national image is a core responsibility of the Ministry,” He noted, “and sporting events such as the Rwenzori Marathon are powerful platforms for enhancing global influence, fostering economic growth, and facilitating cultural exchange.”
The Ministry entered into a strategic partnership with the marathon organisers in February this year, with a shared vision of positioning Uganda as a premier sports tourism destination. Uganda’s embassies and missions abroad were tasked with promoting the event within their accredited countries, using it as a flagship activity to attract both participants and spectators from diverse backgrounds.
Mr. Amos Wekesa, the visionary behind the Rwenzori Marathon, spoke passionately about the event’s transformative impact on Kasese. Once a region marked by health crises and insecurity, it is now a vibrant hub for international runners, nature enthusiasts, and investors. He noted that the marathon has already drawn registrations from 34 countries, with hotels and lodges reporting over 75% occupancy ahead of the race in Kasese and surroundings.
The Permanent Secretary emphasised that the marathon’s objectives align with Uganda’s Economic and Commercial Diplomacy strategy, particularly in promoting tourism under the Ministry’s ATMS framework, Agro-processing, Tourism, Mineral Development, and Science, Technology & Innovation transfer. “Sport directly supports tourism, creating opportunities for local economies through spending on accommodation, transport, dining, and entertainment,” she said.
As Uganda’s only internationally certified marathon, the Rwenzori Marathon serves as a gateway to showcase some of the nation’s most treasured attractions, including the snow-capped Rwenzori Mountains, Queen Elizabeth National Park, Lake George, and the Equator. The event also doubles as a platform for environmental conservation advocacy, drawing attention to the impacts of climate change on the mountain’s glaciers and surrounding ecosystems.
In the past six months, Uganda’s missions in Washington D.C., Pretoria, Dar es Salaam, Guangzhou, Arusha, Nairobi, Mombasa, and the UAE have organised activation runs and promotional events linked to the Rwenzori Marathon. These efforts have not only marketed Uganda as a tourism destination but also reinforced the role of sports in building people-to-people diplomacy.
The Ministry praised the organisers for their patriotism and innovation, and reiterated its commitment to promoting the marathon as a catalyst for community transformation, climate change awareness, and international cooperation. The Permanent Secretary concluded by inviting Ugandans and international guests alike: “Join us in Kasese whether to run, to cheer, or to simply witness a celebration of endurance, unity, and the unmatched beauty of Uganda.”
