Speke Resort Munyonyo turned into a marketplace of deals, not just displays, on 21 May as President Yoweri Kaguta Museveni opened the 10th Pearl of Africa Tourism Expo (POATE 2026).
For the first time in a decade, Uganda’s flagship tourism event wasn’t about showcasing landscapes and culture alone. It was blunt in converting the country’s rising global reputation into bookings, revenue, and jobs.
In his address, President Museveni reaffirmed the government’s commitment to positioning tourism as a major export driver of jobs, investment, foreign exchange earnings and inclusive economic growth.
“Uganda remains one of the most unique tourism destinations because of our favourable climate, rich culture, peace and natural beauty,” he said.
Regarding Ebola, Museveni noted that there is no cause for alarm, “We are applying targeted measures and continuing to work scientifically to keep people safe while keeping our economy open.”
“As our economy grows towards upper-middle-income status, we shall also improve the tourism experience, including friendlier visa arrangements to attract more visitors. I therefore welcome the world to come and explore Uganda, the Pearl of Africa,” President Museveni highlighted.
Doreen Katusiime, the Permanent Secretary of the Ministry of Tourism noted that the expo is a crucial milestone in Uganda’s plan to grow tourism’s contribution to GDP by 10 to 25 times in the coming years.
She stressed that hitting that target requires coordinated effort from the government and the private sector.
Katusiime also emphasised that events like POATE bring together local communities, international buyers, and investors to promote Uganda’s tourism potential hence moving from the focus of awareness to actual bookings and investment.
The Ministry’s Permanent Secretary further noted that investments in infrastructure, including road networks, had improved access to tourism sites across the country.
“Your Excellency, I am happy to report that tourism has recovered strongly after the pandemic and we are on the right trajectory,” she said.
The Chief Executive Officer of the Uganda Tourism Board, Juliana Kagwa, thanked President Museveni for supporting the tourism industry.
“The day you accepted to grace our tourism expo was the day we achieved critical mass,” she said.
Pearl Hoareau Kakooza, the Chairperson Board of Directors of the Uganda Tourism Board, said Uganda was ready for expansion within the tourism sector following an increase in the tourism budget by 12 per cent.
She revealed that visitor numbers from Europe had increased and expressed optimism that AFCON would significantly boost tourism arrivals.
Over 300 exhibitors and 200 hosted buyers from 40 countries have taken part in this year’s edition and in the next two days, Munyonyo will host more than 5,000 B2B meetings, investment forums, and destination pitches. For Uganda’s tourism sector, POATE 2026 is less a showcase and more a deadline
The Uganda Tourism Board (UTB) structured this year’s expo as a business-to-business marketplace. Kagwa stated that the objective was to conclude agreements on-site and position Uganda as a competitive destination for leisure, business, and investment tourism.
Key features of POATE 2026 include; Structured B2B meetings to facilitate contracting between Ugandan suppliers and international buyers, Uganda Food Exhibition a new pavilion showcasing regional cuisines as part of the tourism product, and the Launch of the Pearl of Africa Tourism Awards 2026 in partnership with the European Union Mission in Uganda, to recognize excellence and sustainability in the sector.
The expo follows a record year for Uganda’s tourism, with earnings of USD 1.7 billion and 1.65 million international arrivals in 2025.
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