Uganda is stepping up efforts to unlock the potential of sports tourism as a new frontier for economic growth and international visibility, following a high-level engagement between the First Lady and Minister of Education and Sports, Mama Janet Museveni, and a delegation of tourism and sports stakeholders at State House, Nakasero.The meeting brought together the Uganda Tourism Board (UTB), led by CEO Juliana Kagwa, the State Minister for Education and Sports, Hon. Peter Ogwang, and a team of partners behind the Tusker Lite Rwenzori Mountain Marathon, including tourism promoter Amos Wekesa, philanthropist David Chen, UK-based partner Hurry Butter, and Minister Counsellor Patricia Kabuleeta from Uganda’s High Commission in the UK.Stakeholders highlighted how flagship events such as the Rwenzori Mountain Marathon have already positioned Uganda as a destination where adventure, fitness, and culture meet — drawing both local and international participants to the foothills of the “Mountains of the Moon.” They argued that with sustained support, such initiatives can transform Uganda into one of Africa’s leading adventure tourism hubs.UTB officials at State House Despite the progress, the team cited challenges including funding gaps and negative international travel advisories, which they said discourage potential visitors. They urged government to maintain its growing investment in tourism promotion while actively engaging diplomatic channels to correct misperceptions about Uganda abroad.The upcoming 2027 Africa Cup of Nations (AFCON) was identified as a golden opportunity to showcase Uganda to the world, provided the country prepares adequately and leverages the tournament to market itself as both a sports and tourism destination.In response, the First Lady commended the stakeholders for their innovation and persistence in using sports as a marketing tool for Uganda. She pledged government support in two key areas: addressing international travel advisories and bridging funding gaps in sports tourism projects.“This collaboration between government, private sector, and international partners is vital in projecting Uganda not only as the Pearl of Africa but also as a global sports tourism destination,” she said.The post First Lady Commits to Boosting Sports Tourism, Tackling Travel Advisories appeared first on The Insider.