Cape Town, South Africa – The Uganda High Commission in Pretoria, South Africa, in partnership with the Tusker Lite Rwenzori Marathon, elevated Uganda’s global tourism profile at the iconic Two Oceans Marathon in Cape Town one of Africa’s most prestigious race weekends. At sunrise along the scenic Camps Bay coastline, runners from across Africa and beyond gathered for a high-energy shakeout run flagged off by Uganda’s High Commissioner, Paul Amoru. Speaking at the event, he underscored the unifying power of sport: it brings people together across borders while offering a platform to showcase Uganda as a destination rich in adventure, natural beauty, and opportunity.
Uganda’s presence in Cape Town was driven by a strategic ambition to reposition the country in the minds of global runners and experiential travelers. Through engagements at the marathon expo and targeted interactions, the delegation introduced participants to the Tusker Lite Rwenzori Marathon, a World Athletics Label race that begins at the Equator and winds through some of Africa’s most spectacular landscapes. From the wildlife-rich savannahs of Queen Elizabeth National Park to the snow-capped peaks of the Rwenzori Mountains famously known as the “Mountains of the Moon” Uganda offers a marathon experience that merges endurance with discovery.
This activation reflects a broader evolution in Uganda’s international engagement strategy, shifting from passive promotion to immersive storytelling. By participating in global platforms such as Cape Town’s marathon circuit, Uganda is directly engaging with audiences that value challenge, exploration, and authentic experiences. Runners, by nature, are global explorers and Uganda is positioning itself as a destination that meets their aspirations.
The results have been immediate and measurable. By the close of the weekend, over 100 marathoners from Southern Africa had registered interest in the 2026 Rwenzori Marathon, demonstrating the impact of targeted diplomatic and promotional efforts. Building on this momentum, the High Commission will host a major activation run in Pretoria on 20 June 2026, following outreach at the renowned Comrades Marathon in Durban.
These initiatives are part of a wider campaign to promote Destination Uganda, including a recent multi-city tourism roadshow across Southern Africa and upcoming engagements such as the Pearl of Africa Tourism Expo. From Cape Town’s Atlantic coastline to the Equator, Uganda’s message is clear: it is not just a destination to visit but one to truly experience.
Photo Credit: Uganda High Commission in Pretoria
