Uganda Launches Tourism Campaign in Ethiopia Through Rwenzori Marathon

Uganda's Embassy in Addis Ababa has launched a new campaign to promote tourism, investment, and economic diplomacy by showcasing the 2026 Tusker Lite Rwenzori Marathon, using sports as a bridge to strengthen ties between Uganda and Ethiopia. The campaign officially kicked off with a promotional run at Entoto Park, attracting more than 500 Ethiopian runners, tourism stakeholders, diplomats, media personalities, and business representatives. The event highlighted Uganda's commitment to expanding tourism, encouraging cultural exchange, and deepening regional cooperation. The initiative forms part

Uganda's Embassy in Addis Ababa has launched a new campaign to promote tourism, investment, and economic diplomacy by showcasing the 2026 Tusker Lite Rwenzori Marathon, using sports as a bridge to strengthen ties between Uganda and Ethiopia.

The campaign officially kicked off with a promotional run at Entoto Park, attracting more than 500 Ethiopian runners, tourism stakeholders, diplomats, media personalities, and business representatives. The event highlighted Uganda's commitment to expanding tourism, encouraging cultural exchange, and deepening regional cooperation.

The initiative forms part of Uganda's Economic and Commercial Diplomacy Strategy, the government's Tenfold Growth Strategy, and the 4ATMS framework, all of which place economic diplomacy at the heart of the country's foreign policy.

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 promoting the Rwenzori Marathon and positioning Uganda as one of Africa's leading destinations for sports and adventure tourism.

Nyanduri noted that sports diplomacy has become an effective tool for promoting tourism, attracting investment, strengthening cultural ties, and advancing regional integration. She added that the Ugandan Embassy remains committed to building partnerships that support trade and economic growth.

The promotional campaign follows a 10-day familiarisation tour organised in May 2026, during which Ethiopian tour operators, media influencers, and potential investors visited Uganda to explore the country's tourism and investment opportunities.

Among the participants at the launch was Ethiopian runner Ashu Z-Arada, who said that although many Ethiopians already know Uganda as the "Pearl of Africa," interacting with Ugandans during the event inspired many to visit the country and experience its attractions firsthand.

Uganda's Financial Attaché Robert Sembule emphasized that sports tourism plays a vital role in advancing the country's economic diplomacy by increasing international visibility and attracting new investment opportunities.

Meanwhile, Head of Public Diplomacy Margaret Kafeero praised Uganda's diplomatic missions for promoting the marathon internationally. She highlighted that since receiving certification from World Athletics in 2024, the Tusker Lite Mt. Rwenzori Marathon has become the only marathon organized in Uganda with global certification, allowing elite athletes to post qualifying times for major international competitions, including the Olympic Games.

Kafeero said the Ministry of Foreign Affairs is an official partner of the marathon and continues to use Uganda's diplomatic missions to encourage international athletes, tourists, and influencers to participate in the annual event.

The launch also coincided with another milestone in Uganda-Ethiopia relations, as Uganda completed its first export of value-added processed beef to Ethiopia through Ranchers Finest Ltd. Under the agreement, around 20 tonnes of premium beef products will be supplied every month to Ethiopia's Diamond Hotel and Restaurant Group.

The Ugandan Embassy reaffirmed its commitment to using tourism, trade, investment, and strategic partnerships to strengthen bilateral relations with Ethiopia while showcasing Uganda as a premier destination for sports tourism and business opportunities in Africa.