Tourism is one of Uganda’s top foreign exchange earners bringing in more than $1.5 billion annually. Over 1.5 million foreigners flock into the pearl of Africa to catch a glimpse of wildlife and other tourist attractions like the mountains and rivers.
However, little has been done to harness earnings from festivities especially those in the sports docket. Globally, sporting events such as the Commonwealth Games, Olympics, World Cup and regional tournaments are big crowd pullers, earning host countries billions of dollars.
Uganda’s sporting events were growing steadily before Covid-19 reared its ugly head in 2020. The list comprised a number of marathons, football events and regional tournaments to mention but a few.
However, the turn up in terms of fans both local and foreign remains low.
Sports tourists are characterised by long stays in a destination and high disposable income which Uganda should tap into.
To understand why sports tourism is not taking off, Prosper magazine posed the question to Amos Wekesa, a renowned tourism entrepreneur in the region who has just organised the Rwenzori Marathon- a replica of the Kilimanjaro marathon in Tanzania.
Wekesa recognises the importance of sports events as big tourist attractions, “Sports has a great potential to boost the tourism sector. Examples can be drawn from various sporting events from around the world.”
He cites the Kilimarathon that is hosted at the foot of Mt Kilimanjaro. The event brings in thousands of running enthusiasts who in turn leave behind more than $300 million in foreign exchange for the communities around Moshi and Arusha.
But in explaining what Uganda is not doing right, Wekesa says, “We are not marketing.”
He questions, “Why would Rwanda advertise on the Arsenal and PSG jersey and Uganda can’t? Why would Kenya spend over $50 million advertising and we can’t?”
Wekesa notes that with the amount of tourism potential Uganda has if it invests in marketing itself, the revenues would quadruple in the next five years.
“A country like USA has over 21 million marathoners if we can get just one percent, it would be big for the country and business around,” says Wekesa.
But for sports to be effectively harnessed, government must invest in sporting facilities.
Currently, Uganda is grappling with scarcity of sports infrastructure which is reflected in the few regional tournaments hosted.
Majority of the national infrastructure is either under maintenance like Namboole Stadium or are yet to be certified by international sporting bodies.
However, despite the shortfalls Uganda continues to ride the wave of success at international events like the Olympics, World Athletic Championships and Commonwealth Games – thanks to stars like Joshua Cheptegei, Jacob Kiplimo, Peruth Chemutai who have gone all the way to shine.
Wake up call
In terms of facilities, international bodies like CAF and FIFA have revoked accreditation of facilities like Namboole Stadium to host international football matches.
Now Uganda has to pay hefty sums of money to hire St Mary’s Stadium in Kitende – a private stadium belonging to a local football club Vipers to host its home games.
With Namboole off the menu, it means the country’s capacity to bid for any serious regional athletics events is shuttered because for years, the stadium was the sole host of national truck and field events.
Government’s multi-billion plan to have regional sports facilities is moving at a snail’s pace. So far five years down the road ever since regional stadiums were launched by President Museveni in Fort Portal, little has been done.
