The Uganda Tourism Board (UTB) led by CEO Juliana Kagwa, alongside the State Minister for Education and Sports, Hon. Peter Ogwang, Minister Counsellor Patricia Kabuleeta of the Uganda High Commission–UK, and partners from the Tusker Lite Rwenzori Mountain Marathon including Amos Wekesa, philanthropist David Chen, and UK-based partner Hurry Butter, held a high-level engagement with the First Lady and Minister of Education and Sports, Mama Janet Museveni, at State House, Nakasero.
The meeting highlighted the tremendous progress made in positioning sports tourism as an emerging pillar of Uganda’s tourism sector. Flagship initiatives such as the Tusker Lite Rwenzori Mountain Marathon have showcased Uganda internationally as a destination where adventure, fitness, and culture meet.
Key Highlights
- Successes registered through sports tourism events, particularly the Rwenzori Marathon.
- Challenges noted, including limited funding and the impact of negative international travel advisories.
- Government support acknowledged, with appreciation for the progressive increase in funding.
- Future opportunities identified, including preparation for Uganda’s hosting of AFCON, which is expected to serve as a major catalyst for tourism and investment.
Government Commitment
In her remarks, the First Lady commended stakeholders for their dedication to using sports as a vehicle to market Uganda globally. She pledged to:
- Engage diplomatically to address negative travel advisories.
- Bridge funding gaps in sports tourism to boost global visibility of events such as the Rwenzori Marathon and AFCON.
Way Forward
The discussions reinforced the importance of collaborative action between government, private sector, and development partners in promoting Uganda as a premier sports tourism destination. With continued support, Uganda is poised to strengthen its global presence through impactful sports events that attract visitors, foster investment, and showcase the nation’s unique cultural and natural assets.
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