The Uganda Embassy in Ethiopia launched a promotional campaign for the 2026 Tusker Lite Rwenzori Marathon during a run at Entoto Park on Sunday, drawing more than 500 participants as part of a diplomatic effort to drive regional tourism and trade.
The promotional run, attended by Ethiopian athletes, diplomats and tourism stakeholders, aligns with Uganda’s commercial diplomacy strategy to market the country as a sports tourism destination. The event also coincided with a new bilateral trade milestone, marking Uganda’s first commercial export of value-added processed beef to Ethiopia.
Under the sports initiative, the Ministry of Foreign Affairs is leveraging its foreign missions to attract international athletes. The marathon, scheduled for Aug. 22 in Kasese, western Uganda, holds international certification from the World Athletics Federation, allowing elite runners to use their race times to qualify for global competitions like the Olympics.
Daphine Teddy Nyanduri, first secretary at the Uganda Embassy in Addis Ababa, said partnering with Ethiopia — a nation recognized globally for its long-distance running pedigree — is strategic for elevating Uganda’s adventure tourism profile. Nyanduri noted that sports diplomacy has become an effective tool for regional integration and economic partnerships.
Amos Wekesa, the founder of the Tusker Rwenzori Marathon, said the collaboration between the public and private sectors is critical for tourism growth. He noted that a 10-day familiarization tour in May for Ethiopian tour operators and media influencers has already built local interest in the upcoming race.
Ashu Z-Arada, an Ethiopian participant at the Entoto Park run, said the activation provided an opportunity to connect directly with Ugandan organizers, inspiring plans to travel for the marathon in August.
Financial Attaché Robert Sembule and Head of Public Diplomacy Margaret Kafeero both emphasized the economic impact of the event. Kafeero noted that the marathon is currently the only Ugandan-run race certified by the World Athletics Federation, which provides a significant platform for international marketing.
Alongside the sports promotion, officials highlighted expanding economic ties, noting that Ranchers Finest Ltd. has begun exporting premium processed beef to Ethiopia. The company plans to ship approximately 20 metric tons of meat products monthly to Ethiopia’s Diamond Hotel and Restaurant Group.
Email:homelandnewspaper@gmail.com
