It has been a decade of excitement and rich experience that Kibo Palace Hotel has enjoyed through its supporting partnership with Kilimanjaro Premium Lager International Marathon, an event that is known worldwide as it is one of the biggest sporting events.

Out of the 23 years that the event has been in existence, Kibo Palace Hotel has made the most of the 10 years and ensured that it grows with the event year after year.

The Group Operations Director, Beatrice Laswai, shares with our reporter some insights about this partnership and the whole 10 year journey.

Experience

She is quick to point out that there has been increased brand recognition as Kibo Palace Hotel has experienced heightened visibility, helping to strengthen their brand presence among regional attendees and international participants.

As one of the ticket collection points in Arusha over all the years, she says this has allowed the hotel to directly engage with the community, establishing goodwill and a positive image as an active, supportive local business. “Like this year, number collection will be on Tuesday February 18 and Wednesday February 19 from 2pm – 7pm at our hotel so we urge participants to use these two days well and as they collect numbers, we will also be there to give them information out our facilities,” she says.

Still on the experience, the director highlights that this event has in a special way strengthened relationships with partners, other sponsors, and vendors while giving the hotel employees a sense of participation and excitement, leading to enhanced staff morale and collaborative spirit.

“Playing a role in such events aligns with our corporate social responsibility objectives, as it supports events that promote health, tourism, and economic development in the area,” she stresses adding that on the whole, the experience of sponsorship has yielded a blend of opportunities that contribute meaningfully to the growth and development of Kibo Palace Hotel, amplifying both community presence and hospitality excellence.

Inspiration:

Asked on the source of inspiration to continue sponsoring the event all these years, she says supporting local events like the Kilimanjaro Marathon allows Kibo Palace Hotel to strengthen its ties with the community. By being consistently involved, the hotel shows its commitment to the local area, fostering goodwill and a sense of shared purpose.

She further notes that the Sponsorship provides Kibo Palace Hotel with significant exposure. The event attracts participants and spectators from various regions, offering a platform to showcase the hotel’s brand to a wider audience, which can lead to increased bookings and patronage.

Since the marathon draws both domestic and international participants, contributing to the local tourism industry, by supporting such events, Kibo Palace Hotel helps stimulate economic activities in Moshi and the surrounding areas, benefiting local businesses, including hospitality sectors.

According to Beatrice, endorsing an event focused on physical fitness aligns with promoting a healthy lifestyle. Sponsoring an athletic event like the marathon reflects Kibo Palace Hotel’s values of wellness and vitality and encourages staff, guests, and the local community to stay active.

She also notes that over the years, continuing sponsorship for the Kilimanjaro Marathon cements the hotel's position as a pillar of support for meaningful events in the region. This tradition not only boosts the hotel’s legacy but also brings consistency and reliability to community-backed initiatives.

On customer engagement and loyalty, she says by participating and sponsoring ticket number collection, Kibo Palace Hotel can engage directly with marathon participants, creating positive experiences that lead to increased customer loyalty. “This involvement provides touch points for interaction beyond traditional hospitality settings,” she explains.

Participation:

Beatrice conforms that Kibo Palace Hotel will send participants to this year’s event that has also seen their Chairman and Managing Director, Vincent Laswai featuring in former editions and completing 21km successfully.

She says that the hotel’s Human Resources Department has organized a group training session on weekends to foster team spirit and motivation, which also provides a community feel and mutual encouragement among our participants.


The department, she notes, has initiated a nutritional guidance where proper diet has been organized and a meal plan has been placed in the canteen.

In addition to this, Beatrice says that the hotel provides regular health assessments to evaluate fitness levels and address any medical concerns before race day while on mental preparation, the hotel offers workshops sessions on mental strategies for endurance sports.

Parting shot:

Beatrice cannot thank other sponsors enough, as she says that they have been a strong pillar to the success of the Kilimanjaro Premium Lager International Marathon that has experienced 23 years of great excellence hence one of the biggest sports even in the region with worldwide fame as it attracts participants from over 56 countries worldwide.

Sponsors for this year’s edition include Kilimanjaro Premium Lager-42km (Main Sponsor), YAS- 21km Half Marathon, CRDB Bank – 5Km Fun Run, water table sponsors Simba Cement, Kilimanjaro Water, TotalEnergies and TPC Sugar, as well as official partners-Garda World Security, CMC Automobiles, Salinero-Kilimanjaro and suppliers - Kibo Palace Hotel and Keys Hotel.

Kili Marathon is organised by the Kilimanjaro Marathon Company Limited and nationally coordinated by Executive Solutions Limited.