KAMPALA, Uganda– The Uganda Tourism Board (UTB), in partnership with the Tusker Lite Mt. Rwenzori Marathon, Uganda Wildlife Authority (UWA), and the Ministry of Tourism, Wildlife and Antiquities (MTWA), today hosted renowned sports commentator Rob Walker at the UTB offices to highlight the opportunities and impact of sports tourism.
The engagement, which focused on the upcoming Mt. Rwenzori Marathon in Kasese on August 23rd, is part of UTB’s broader efforts to position Uganda as Africa’s leading adventure tourism destination under the Explore Uganda brand.
While addressing the press, sports commentator Rob Walker noted that events such as the Mt. Rwenzori Marathon are a massive showcase of talent and an opportunity for Uganda to tap into existing global sports recognition, wildlife, and more to tell a wholesome story internationally.
“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. Adventure tourism is one of the fastest-growing travel segments globally, and Uganda is perfectly positioned to lead — from mountain races and gorilla trekking to white-water rafting and cultural immersions,” he said.
Speaking at the press conference, Uganda Wildlife Authority Executive Director Dr. James Musinguzi highlighted the synergies between the MTWA, UWA, and UTB in showcasing Uganda’s diverse tourism offerings during and after the marathon. As part of this commitment, the Uganda Wildlife Authority has offered complimentary entrance to all tourism hotspots within the Rwenzori region for global influencers, and 50% discounts for all marathoners, as part of promoting Destination Uganda.
UTB Chief Executive Officer Juliana Kagwa noted that the Board will leverage the influencers’ participation to drive global visibility for both the Rwenzori Marathon and Uganda’s tourism through real-time digital storytelling, international media coverage, and behind-the-scenes content.
“The influencers represent audiences across multiple continents, and their storytelling will showcase the excitement and beauty of Uganda’s adventure offerings,” she added.
The influencer lineup includes Rob Walker (UK), international sports commentator and adventure travel enthusiast; Sean Hammond (USA); Nicholas Butter (UK); and Angus Maxified (Dubai). Throughout their journey, the influencers will share their experiences on social media platforms, travel blogs, and video channels, offering their audiences an authentic look at Uganda’s adventure, culture, and hospitality.
Rwenzori Marathon CEO Collins Masiga noted an increase in the number of runners for this edition. He thanked both private and government partners for supporting the initiative, which not only promotes the country but also brings numerous individual benefits to participants.
