Just a few years ago, August was a quiet month for many businesses in Uganda’s Kasese District. Hotels had vacant rooms, restaurants relied largely on local customers, and tourism followed its usual seasonal rhythm. Today, it is one of the district’s busiest periods, with accommodation booked months in advance, visitors arriving from around the world and businesses preparing for an annual economic windfall. Much of that transformation has been driven by the Mt Rwenzori Marathon. Since a symbolic flag-raising expedition on the snow-capped Rwenzori Mountains in June 2022, the event has grown into one of East Africa’s fastest-growing sports tourism attractions, drawing thousands of runners from dozens of countries, generating billions of shillings for the local economy and giving Ugandan athletes a route onto the international stage. “When we raised that flag, many people thought it was an ambitious dream. But we believed the Rwenzori deserved an event that could showcase the beauty of the region to the world. Looking back now, it is remarkable to see how far that vision has come,” says tourism entrepreneur Amos Wekesa, who led the expedition. Four years later, the event’s evolution offers a vivid demonstration of how sporting events are increasingly being used as tools for local economic development rather than simply athletic competition. What began with a symbolic expedition to the Rwenzori Mountains in June 2022 has developed into an internationally recognised marathon that attracts participants from dozens of countries and has become part of Uganda’s broader tourism strategy. Alongside that growth has come measurable economic activity for businesses that depend on visitors, including hotels, restaurants, transport operators and tour companies. According to research by the Makerere University Tourism Research and Development Centre, the 2023 edition generated more than Shs 3.5 billion for Kasese’s economy through visitor spending, increased hotel occupancy, business activity and employment linked to the event. While the study focuses on a single weekend, it provides evidence that the marathon has become more than a sporting fixture. It has also become a seasonal driver of local commerce. For businesses in Kasese, that change has altered the tourism calendar. “Before the marathon, August was just another period on the calendar. Today, it is one of our busiest times of the year. We start receiving bookings many months in advance, and many visitors stay longer to explore the area,” says hotel operator Maureen Nankya. The event has also expanded in scale. According to the Ministry of Tourism, Wildlife and Antiquities, the fourth edition attracted more than 3,500 runners from 56 countries, reflecting growing international participation and reinforcing the race’s role in promoting Uganda as a destination for sports tourism. Its development mirrors a wider trend across Africa, where governments and private sector partners are increasingly investing in sporting events to attract international visitors and encourage spending beyond traditional tourist destinations. Rather than focusing solely on elite competition, such events seek to generate broader economic benefits. The Mt Rwenzori Marathon has also gained international recognition within athletics. The race now holds Label Status and is listed on the World Athletics Calendar, indicating that it meets internationally recognised standards for course measurement and event organisation. That recognition is significant for elite athletes because performances recorded on certified courses can count towards rankings and qualification for other international competitions. The course itself was certified by World Athletics course measurer Gavin Wright, a development that has strengthened the race’s credibility among competitive runners. Abel Chelangat, who won the men’s marathon in 2:14:59, says certification increased the value of competing in Kasese. “For elite athletes, a certified course changes everything. It means your time is recognised internationally and can open doors to bigger races. Winning in Kasese gave me confidence, but more importantly it gave me a performance that I could use as I pursued opportunities abroad,” he says. Chelangat subsequently competed in the Porto Marathon, Riyadh Marathon, Rabat Marathon and Barcelona Marathon, highlighting how internationally recognised races within Uganda can provide athletes with pathways into global competition. The marathon has also attracted greater institutional backing. The Ministry of Tourism, Wildlife and Antiquities and the Uganda Tourism Board have incorporated it into efforts to promote Uganda’s tourism sector, while the Uganda People’s Defence Forces have supported security arrangements for participants. State Minister for Sports Peter Ogwang recently announced a prize fund of USD1 million, a move expected to increase the event’s attractiveness to elite competitors. For Uganda Breweries Limited, who sponsor the marathon, the event demonstrates how commercial sponsorship can intersect with tourism development. Preparations are now under way for the fifth edition, scheduled for August 22.The post How a marathon became an economic asset for western Uganda appeared first on The Observer Media Ltd.