Uganda Tourism Board (UTB) in Collaboration with the Ministry of Tourism, Wildlife & Antiquities (MTWA), are in higher gear to utilize sports events to promote sports tourism in Uganda. This was echoed by the Chief Executive Officer (CEO) of UTB, Lilly Ajarova, as she led the UTB team in participating in the Elgon Half Marathon 2024 on 2nd November, 2024, at the cricket ground in Mbale City. Ajarova also articulated that promoting sports events is a strategic initiative to position Uganda as a destination of choice for MICE (Meetings, Incentives, Conferences, and Events) tourism.
The Elgon Half Marathon, now in its second edition, attracted participants from across Uganda and the globe, embodying the theme “Running for Climate Action, Inclusive Economic Growth, and the Elimination of Gender-Based Violence (GBV).” The event not only showcased athletic talent but also aimed to foster awareness around critical social issues, demonstrating how sports can drive community engagement and economic growth. Ajarova highlighted that as a government agency responsible for marketing Uganda as a preferred tourist destination, UTB is obligated to diversify the country’s tourism products, and promoting sports tourism is one way to achieve this.
“Events like the Elgon Half Marathon are vital for developing and promoting sports tourism as a new product. This is the kind of activity that will elevate Uganda’s profile in the sports tourism sector. We envision this as just the beginning.