tourism 21 September 2026 Daily Monitor (Uganda)
Rwenzori Marathon Highlights Need for Diversified Tourism in Uganda
The success of the Rwenzori Marathon showcases the potential for Uganda's private sector to develop innovative tourism products beyond traditional wildlife and nature offerings, crucial for economic growth. Source: https://www.monitor.co.ug/uganda/oped/commentary/possibilities-in-diversifying-uganda-s-tourism-offering-5603388
Uganda’s tourism sector, a vital foreign exchange earner, is exploring avenues for diversification to meet ambitious economic growth targets. The recent Mt. Rwenzori Marathon, which attracted 8,000 participants from over 42 countries and achieved World Athletics Label Road Race certification, serves as a prime example of this potential.
This event highlights how innovative, activity-based tourism can drive significant economic activity. Beyond the race itself, participants and associated services generated substantial revenue for the local economy in Kasese, estimated at least Shs4 billion from runner expenditures alone. This spending covered accommodation, fuel, meals, and entertainment, demonstrating the economic multiplier effect of such events.
The National Development Plan IV identifies a narrow tourism product range as a key barrier to fully exploiting the sector’s potential. While international tourist arrivals have surpassed pre-pandemic levels, only a small fraction visit for leisure. To achieve the goal of increasing foreign exchange earnings from US$1.6 billion to US$10 billion and extending tourist stays, a shift towards experience-driven tourism is necessary.
Global tourism trends indicate that travellers increasingly base their decisions on specific activity interests rather than just the destination. This necessitates a private sector that is proactive in creating unique experiences. Development finance institutions can play a role by providing capital for product development, thereby amplifying tourism’s local economic impact through job creation and SME growth.
The Rwenzori Marathon’s success suggests that similar innovative approaches in other regions could unlock significant revenue streams, moving Uganda’s tourism offering beyond its established natural attractions. Positioning Uganda as a competitive destination, especially for domestic travellers, requires imaginative private sector-led initiatives.