The Tusker Lite Mt Rwenzori Marathon has grown from a sporting event into one of Uganda’s biggest tourism and economic success stories as it prepares to celebrate its fifth edition on August 22.
What began in 2022 as an ambitious plan to stage a world-class marathon in Kasese has transformed the district into a major destination, attracting thousands of runners and visitors from Uganda and abroad every August.
Hotels are now booked months in advance, businesses experience increased activity, and participants travel from across the country and overseas to take part in the race at the foothills of the Rwenzori Mountains.
The idea was conceived in June 2022 when tourism entrepreneur Amos Wekesa and his team raised the Tusker Lite Mt Rwenzori Marathon flag atop the Rwenzori Mountains, symbolising their vision of creating an international marathon in one of Africa’s most scenic locations.
Beyond the race itself, organisers wanted to position Kasese as a tourism destination while creating opportunities for athletes and local businesses.
Uganda Breweries, through its Tusker Lite brand, partnered with the event because it aligned with the brand’s identity, according to Beer Marketing Manager Elizabeth Mutamuliza.
“Many brands sponsor events. We wanted to build an experience. Tusker Lite has always been a brand for people who seek adventure, embrace active lifestyles and look for new challenges. The Rwenzoris perfectly represent resilience, exploration and discovery, making this partnership a natural fit,” Mutamuliza said.
The inaugural edition in September 2022 challenged runners with rain, muddy trails and rugged terrain, creating an experience that stood apart from traditional city marathons. Local communities embraced the event, turning villages into cheering points while businesses welcomed an influx of visitors.
The marathon weekend also expanded beyond sport with the introduction of the Tusker Lite Neon Rave, combining athletics, tourism and entertainment into a unique annual festival.
Participation has continued to grow each year. The second edition attracted more than 1,000 runners, while the third earned World Athletics course certification, allowing athletes to record internationally recognised qualifying times.
The event has since helped athletes such as Abel Chelangat compete on bigger international stages.
Its impact has also been felt across Kasese’s economy.
A study by the Makerere University Tourism Research and Development Centre estimated that the 2023 marathon generated more than Shs3.5 billion for the local economy through increased hotel bookings, restaurant business, transport services and sales by small enterprises.
The marathon has also helped reshape perceptions of Kasese by highlighting its tourism potential, including the Rwenzori Mountains, Queen Elizabeth National Park and other attractions.
According to figures from the Ministry of Tourism, Wildlife and Antiquities, the fourth edition attracted more than 3,500 runners from 56 countries, making Kasese a global meeting point for elite athletes, recreational runners and adventure tourists.
Mutamuliza said the event’s wider impact remains one of Uganda Breweries’ biggest achievements.
“As Uganda Breweries, we have always believed that the communities around us should grow alongside our business. Over the years, Kasese has welcomed thousands of visitors, local businesses have benefited from increased economic activity, athletes have gained access to international opportunities and the region has gained global visibility. Seeing that impact has been incredibly rewarding,” she said.
The fifth edition will mark another milestone after the marathon attained World Athletics Label Status and secured a place on the World Athletics Calendar, recognising it among races that meet international standards for athlete experience, route quality and event organisation.
Organisers have also announced a USD1 million prize kitty, expected to further boost the event’s international profile.
Five years after its launch, the Tusker Lite Mt Rwenzori Marathon has become more than a race. It has evolved into a platform for tourism, business and athletics, while positioning Kasese as one of Uganda’s leading sports tourism destinations.
Post a comment