The Uganda Embassy in Addis Ababa has stepped up efforts to market the 2026 Tusker Lite Rwenzori Marathon after hosting a high-profile promotional run that attracted more than 500 Ethiopian runners, tourism stakeholders, members of the diplomatic community and media personalities.
Held at Entoto Park on Sunday, the activation forms part of the Embassy's implementation of Uganda's Economic and Commercial Diplomacy Strategy, the government's Tenfold Growth Strategy and the 4ATMS framework, which place economic diplomacy at the centre of Uganda's foreign policy in support of Vision 2040 and the government's "Kisanja No More Sleep" agenda.
The Ministry of Foreign Affairs, together with Uganda's missions abroad, is an official partner of the Tusker Lite Rwenzori Marathon under its Sports Diplomacy Programme. The marathon is internationally recognised, allowing elite athletes to compete on a certified course where qualifying times count towards global competitions, including the Olympics.
Speaking on behalf of Uganda's Ambassador to Ethiopia and Permanent Representative to the African Union, First Secretary Daphine Teddy Nyanduri said Ethiopia's global reputation in long-distance running makes it a strategic partner in positioning Uganda as a leading sports and adventure tourism destination.
She said sports diplomacy has become an effective tool for promoting tourism, investment, cultural exchange and regional integration.
Nyanduri added that the Embassy remains committed to implementing Uganda's Economic and Commercial Diplomacy Strategy by fostering partnerships that promote trade, attract investment and enhance the country's international profile.
Tusker Lite Rwenzori Marathon founder Amos Wekesa praised the Uganda Embassy in Addis Ababa for working closely with the private sector to showcase Uganda's tourism potential.
He invited Ethiopians and the wider international community to participate in the marathon scheduled for August 22, 2026, in Kasese, describing it as an opportunity to experience Uganda's scenic landscapes, cultural heritage and hospitality.
Wekesa said collaboration between diplomatic missions and private sector players demonstrates how public-private partnerships can effectively promote tourism and drive economic development.
The event generated strong interest among Ethiopian participants, many of whom expressed their intention to travel to Uganda for the marathon.
One of the participants, Ashu Z-Arada, said although many Ethiopians have long known Uganda as the "Pearl of Africa", interacting directly with Ugandans during the activation inspired them to visit the country.
The Embassy said the promotional run builds on its successful 10-day familiarisation tour to Uganda for Ethiopian tour operators, media influencers and prospective investors conducted in May this year, as part of efforts to convert diplomatic engagement into tangible economic opportunities.
Financial Attaché Robert Sembule said sports tourism continues to play an important role in advancing Uganda's economic diplomacy by promoting tourism, attracting investment, strengthening business partnerships and raising the country's global visibility.
Meanwhile, the Ministry of Foreign Affairs' Head of Public Diplomacy, Margaret Kafeero, commended Uganda's diplomatic missions abroad for supporting international promotion of the Tusker Lite Rwenzori Marathon by encouraging registrations from foreign runners and influencers.
Kafeero said the marathon's certification by the World Athletics Federation in 2024 elevated it into the ranks of globally recognised marathon events.
"Since 2024, the Tusker Lite Mt Rwenzori Marathon is currently the only Ugandan-run event certified by the World Athletics Federation, making it a world-class marathon that puts Uganda on the international stage," Ms Kafeero said.
"The Ministry of Foreign Affairs is an official partner of the Marathon and through our Missions, we promote participation of international runners and influencers in the event as part of our sports diplomacy programmes but also as a tool to promote Uganda's image as a world-class destination for international tourists, in line with our mandate."
The Embassy also highlighted growing economic ties between Uganda and Ethiopia, noting that the marathon activation coincided with Uganda's first export of value-added processed beef to Ethiopia.
Under the new trade arrangement, Ranchers Finest Ltd is expected to supply about 20 tonnes of premium processed beef every month to Ethiopia's Diamond Hotel and Restaurant Group.
The Embassy said the milestone demonstrates the expanding trade relationship between the two countries and reaffirmed its commitment to leveraging tourism, trade, investment and strategic partnerships under the 4ATMS framework to deepen Uganda-Ethiopia relations and support Uganda's socio-economic transformation.
