Uganda is set to receive a major tourism spotlight this week as the Uganda Tourism Board (UTB), in partnership with the Tusker Lite Mt. Rwenzori Marathon, welcomes a dynamic group of international influencers from the UK, USA, and Dubai.
The influencers will participate in the marathon on August 23 in Kasese, before embarking on a curated adventure across some of Uganda’s most iconic attractions.
Among the high-profile guests is Rob Walker, an internationally renowned sports commentator, who will run alongside his family. His participation, together with other influencers, is expected to significantly raise Uganda’s profile as a top destination for adventure and sports tourism.
“This marathon is more than a race. It is an invitation to the world to come and experience the Pearl of Africa’s wonders and great offerings the destination is privileged to possess,” said Juliana Kagwa, Chief Executive Officer of UTB.
She explained that the Board would leverage the influencers’ real-time storytelling to amplify global visibility for both the marathon and Uganda’s wider tourism brand, Explore Uganda.
Adventure Beyond the Race
The influencers’ itinerary goes far beyond the marathon. They will trek gorillas in Bwindi, explore Murchison Falls and Queen Elizabeth National Parks, and immerse themselves in Uganda’s cultural and natural heritage.
The blend of sports and adventure tourism is designed to showcase Uganda as a multifaceted destination with experiences that appeal to diverse global audiences.
“The influencers represent audiences across multiple continents, and their storytelling will showcase the excitement and beauty of Uganda’s adventure offerings,” Kagwa added.
Sports Tourism as an Economic Driver
Adventure and sports tourism are among the fastest-growing travel segments worldwide, and Uganda is positioning itself to lead.
From mountain races and white-water rafting to gorilla trekking and cultural immersions, the country offers an unmatched mix of adventure and authenticity.
“Sporting events like the Rwenzori Marathon are powerful magnets for international visitors. They bring athletes and adventure seekers to our landscapes and open new opportunities to market Uganda beyond the well-known wildlife,” Kagwa emphasized.
Amos Wekesa, team lead for the Rwenzori Marathon, described the return of Rob Walker as a milestone for the event and the country.
“The return of Rob Walker is monumental. It highlights the growth and impact of the marathon as one of the major sports tourism drivers in the country. This race showcases Uganda’s offerings to the world in a way no other event does,” Wekesa said while receiving Walker and his family at Entebbe International Airport.
A Line-Up of Influencers
The visiting group includes Rob Walker from the UK, American adventurer Sean Hammond, British endurance runner Nicholas Butter, and Dubai-based travel content creator Angus Maxified.
Throughout their stay, the influencers will document and share their experiences on social media platforms, blogs, and video channels, giving millions of followers an authentic glimpse into Uganda’s adventure, culture, and hospitality.
Marathon as a Signature Event
Set against the stunning backdrop of the snow-capped Rwenzori Mountains, the marathon has rapidly grown into a signature event on Uganda’s sports and tourism calendar. It attracts elite athletes, casual runners, and adventure seekers from around the globe, bringing in both foreign exchange and international visibility.
By blending adventure, storytelling, and cultural immersion, Uganda is not just hosting a marathon it is telling a bigger story of how sports can be harnessed to fuel economic growth through tourism.