Uganda Embassy Taps Ethiopia's Running Culture to Promote Rwenzori Marathon

The Ugandan Embassy in Addis Ababa is actively leveraging Ethiopia's renowned running culture to promote the 2026 Tusker Lite Rwenzori Marathon. The initiative aims to enhance tourism and foster economic diplomacy between the two nations.

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Ethiopia’s international prominence in long-distance running makes it an ideal partner to promote the marathon and position Uganda as a leading sports and adventure tourism destination.

A promotional run held at Entoto Park attracted over 500 Ethiopian runners, alongside tourism stakeholders, media, and diplomats. This event is part of Uganda's broader strategy to strengthen tourism, improve people-to-people connections, and encourage regional economic cooperation. Embassy officials highlighted that the activation aligns with Uganda’s Economic and Commercial Diplomacy Strategy and its Tenfold Growth Strategy.

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Sports diplomacy has become an effective instrument for promoting tourism, investment, cultural exchange, and regional integration.

Daphine Teddy Nyanduri, first secretary at the embassy, emphasized Ethiopia's global standing in long-distance running as a key reason for this partnership. She stated that sports diplomacy is a powerful tool for promoting tourism, investment, cultural exchange, and regional integration. The marathon itself is internationally certified, meaning athletes' times can qualify for global events like the Olympics.

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While they had long known Uganda as the “Pearl of Africa,” engaging directly with Ugandans inspired them to experience the country firsthand.

Amos Wekesa, founder of the marathon, praised the embassy's collaboration with the private sector and invited Ethiopians and others to experience Uganda's landscapes and heritage during the event on August 22, 2026, in Kasese. This promotion follows a familiarization tour for Ethiopian tour operators and media to Uganda in May 2026. The strategic value of sports tourism in advancing Uganda's economic diplomacy was underscored by Robert Sembule, financial attaché, who noted its role in attracting investment and boosting international visibility.

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The strategic value of sports tourism in advancing Uganda’s economic diplomacy, noting that such initiatives attract investment and enhance Uganda’s international visibility.