Sports Diplomacy took centre-stage this weekend as the Uganda Consulate-General in Mombasa, led by Consul-General Amb. Paul Mukumbya, organized a Rwenzori Marathon activation run on the streets of Mombasa, as part of the ongoing campaign by Uganda’s Missions abroad to raise numbers of international runners for the internationally certified marathon and increase tourism numbers to Kasese District.
The run, organized under a strategic partnership between the Ministry of Foreign Affairs and the Rwenzori Marathon Management for the support and endorsement of the Annual Tusker Lite Mt. Rwenzori Marathon in Kasese, scheduled for August 23rd 2025, is intended to position Uganda and promote her internationally as a global sports tourism destination.
The Mombasa activation run was attended by over 500 runners from different parts of Kenya, with guest of honor, Hon. Kenneth Sammy Muigai Ambani, Mombasa county sports minister, encouraging the citizens of Mombasa and its neighboring counties to join the Rwenzori marathon annually with a view to enjoying and promoting the spirit of East Africa “from the Beach to the mountain.” The event which kicked off at the Bamburi Fitness gym was organized with sponsorships from Kenya fitness Challenge, Travellers Beach Hotel and Club, Uganda Airlines, Wes Lux, Premier Hospital, Aqelle waters and Fit 4 Life, among others.
In attendance was the Head of Regional Economic Cooperation Department at the Ministry of Foreign Affairs, Amb. Richard Kabonero and Hon. Mohammed Osman the Mombasa county executive committee member, department of tourism, culture and trade and a representative of the Uganda Airlines, started with an aerobics warm up for all attending members at the start point of Bamburi fitness Gym at around 6.30am and it later the opening prayers from both Christian and Muslim attending members.
Amb. Paul Mukumbya called upon all residents of Mombasa and its neighboring counties to join and participate in the run. Describing Kampala as “the nightlife Capital of East Africa”, he called on the runners to include it in their itinerary on their way back from the Rwenzoris.
“Places like Mombasa are a low-hanging fruit for marketing Uganda tourism, given the convenience of location, time and expense. Our target is ultimately to attract 5,000 participants from Kenya alone” – Amb. Paul Mukumbya, Consul-General.
Chair of the Rwenzori Marathon Committee Mr. Amos Wekesa called upon the Mombasa community to join the event with a view of promoting tourism in the region. He thanked the Consulate for the event which would attract more international runners and use the marathon as a gateway to showcase the Rwenzori Mountains, Queen Elizabeth National Parks, Lake George and the Equator all of which are phenomenal physical attractions in Uganda and a major driver of tourism.
“Besides creating a competitive platform for Ugandan athletes, which will unearth more talent and more long distance runners for our country, the Marathon in a place like Kasese will put a spotlight on the importance of conservation of the environment and draw attention to the effects of global warming which is a major threat to the Snow-capped Rwenzori ranges and related eco-system,” – Amos Wekesa, Chairperson Rwenzori Marathon Committee.
Head of the Regional Economic Cooperation Department, Amb. Richard Kabonero who represented the Ministry said that under the 10-fold growth strategy Tourism Promotion is one of the priorities under the ATMs adding that Uganda’s Missions abroad are being encouraged to promote the Marathon in their various areas of accreditation as a flagship sports tourism event attracting all races and religion. He emphasized that sports is a major driver of tourism numbers and the Kasese Marathon is the only internationally certified marathon currently taking place in Uganda.
“For the Ministry of Foreign Affairs, Sports is not just a form of entertainment but a tool that drives tourism. Foreign visitors don’t just attend marathons as spectators, they participate in sports, buy equipment, and contribute to local economies through increased spending on accommodations, transportation, food, shopping and entertainment,” – Richard Kabonero
The 10km run ended at the Travellers Beach Hotel and Club with the runners enjoying breakfast at the beach and two lucky winners walking away with Uganda Airlines Return air-tickets awarded by Amb. Richard Kabonero from the Ministry of Foreign Affairs, Kampala.
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