Tusker Lite Marathon Ignites Tourism and Economy in Kasese

Five years ago, bringing tourists to Kasese for a weekend was a tough sell. Today, thousands flock to the western Ugandan town every August for the Tusker Lite Mt. Rwenzori Marathon, booking accommodations months in advance and traveling from across the globe. This event, now heading into its fifth edition, has evolved from a mere race into a significant tourism ecosystem and economic catalyst for the region.

The marathon’s inception was inspired by the majestic Rwenzori Mountains. In 2022, tourism entrepreneur Amos Wekesa and his team symbolically planted a flag atop the snow-capped peaks, envisioning a world-class marathon in a spectacular landscape. Uganda Breweries, through its Tusker Lite brand, saw an authentic alignment with its identity as a beverage for adventurous individuals with active lifestyles.

“The marathon gave us an opportunity to create something authentic to the brand while also creating long-term value for Kasese, its people and Uganda’s tourism sector,” stated Elizabeth Mutamuliza, Marketing Manager, Beer, at Uganda Breweries.

The inaugural event in September 2022 was a testament to the challenging yet stunning terrain, with runners battling adverse weather conditions. This raw experience, however, bonded the event with its participants and the local community. Villages became lively cheering zones, roads buzzed with spectators, and local businesses thrived from the influx of visitors. Following the race, a vibrant after-party, the Tusker Lite Neon Rave, emerged, transforming the town into a pulsating hub of music and celebration.

By its third edition, the marathon achieved World Athletics course certification, providing a recognized platform for athletes like Abel Chelangat to gain international exposure. Beyond athletic achievements, the economic impact has been profound. A Makerere University study estimated the marathon generated over Shs3.5 billion for the local economy in 2023 alone, benefiting hotel owners, vendors, and transport operators. The event has encouraged visitors to explore Kasese’s natural attractions, including the Rwenzori Mountains and Queen Elizabeth National Park, fostering a deeper appreciation for the region.

As the fifth edition approaches, a substantial $1 million prize kitty has been announced, further elevating the marathon’s global profile and cementing its status as a driver of sports, tourism, and local enterprise in Kasese.

Source: https://www.monitor.ug/uganda/lifestyle/how-tusker-lite-put-kasese-on-the-map-5509024