The Embassy of the Republic of Uganda Addis Ababa today successfully activated the 2026 Tusker Rwenzori Marathon through a high-profile promotional run held at Entoto Park, drawing over 500 Ethiopian runners, tourism stakeholders, media personalities, and members of the diplomatic community in an initiative designed to strengthen tourism, people-to-people relations, and regional economic cooperation. The activation forms part of the Embassy’s implementation of Uganda’s Economic and Commercial Diplomacy (ECD) Strategy, the Government’s Tenfold Growth Strategy, and the 4ATMS framework, which place economic diplomacy at the centre of Uganda’s foreign policy in advancing Vision 2040 and the Government’s development agenda the Government’s implementation agenda of “Kisanja No More Sleep”.
The MoFA together with its Missions Abroad is an official partner of the Tuskerlite Rwenzori Marathon under its Sports Diplomacy Program. The Marathon’s recognition allows elite athletes to compete on a globally recognized course, making any times made on the course recognized for entry into global races like the Olympics and even record books.
Ms. Daphine Teddy Nyanduri, First Secretary, at the Embassy while representing Uganda’s Ambassador to Ethiopia and Permanent Representative to the African Union, noted that Ethiopia’s internationally recognised excellence in long-distance running makes it an ideal partner in promoting the Tusker Rwenzori Marathon and positioning Uganda as a leading sports and adventure tourism destination. She emphasized that sports diplomacy has become an effective instrument for promoting tourism, investment, cultural exchange, and regional integration. She added that the Embassy continue to implement the Economic and Commercial Diplomacy Strategy by fostering partnerships that promote trade, attract investment, and enhance Uganda’s global profile.
Speaking at the event, Mr. Amos Wekesa, Founder of the Tusker Rwenzori Marathon, commended the Uganda Embassy Addis Ababa for its strong partnership with the private sector in promoting Uganda’s tourism potential. He invited Ethiopians and the international community to participate in the marathon on 22 August 2026 in Kasese, describing it as a unique opportunity to experience Uganda’s spectacular landscapes, rich cultural heritage, and warm hospitality. He noted that collaboration between diplomatic missions and the private sector demonstrates how public-private partnerships can effectively advance tourism promotion and economic development.
The activation generated strong interest among Ethiopian participants, many expressing their intention to travel to Uganda for the marathon. Mr. Ashu Z-Arada participant remarked that while they had long known Uganda as the “Pearl of Africa,” engaging directly with Ugandans during the activation inspired them to experience the country first-hand. The event follows the Embassy’s successful ten-day familiarization tour to Uganda for Ethiopian tour operators, media influencers, and prospective investors, that was held in May 2026, reinforcing the Mission’s commitment to translating diplomacy into tangible economic opportunities.
Mr. Robert Sembule, Financial Attaché, underscored the strategic value of sports tourism in advancing Uganda’s economic diplomacy. He noted that initiatives such as the Tuskerlite Rwenzori Marathon promote tourism, attract investment, strengthen business partnerships, and enhance Uganda’s international visibility.
Speaking about the event, Head of Public Diplomacy, Margaret Kafeero hailed Uganda’s Missions abroad for the enthusiastic support they continue to extend towards boosting the international profile of the Rwenzori Tuskerlite Marathon by promoting international registrations and participation. She emphasized the significance of the International certification of the Tusker Lite Mt Rwenzori Marathon by the World Athletics Federation in 2024 as a momentous achievement, as it placed the event among an elite group of certified marathons worldwide.
“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. 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 programs but also as a tool to promote Uganda’s image as a world class destination for international tourists, in line with our mandate,” said Kafeero
The activation also coincided with Uganda’s first export of value-added processed beef to Ethiopia through Ranchers Finest Ltd, with approximately 20 tonnes of premium meat products set to be supplied monthly to Ethiopia’s Diamond Hotel and Restaurant Group.
This milestone highlights the growing trade relationship between the two countries. The Embassy reaffirmed its commitment to leveraging tourism, trade, investment, and strategic partnerships under the 4ATMS framework to strengthen Uganda-Ethiopia relations and contribute to Uganda’s socio-economic transformation.
