The 9th edition of the Pearl of Africa Tourism Expo (POATE) officially kicked off at the Speke Resort and Convention Centre in Munyonyo.
Running from the 21st to the 24th of May, the expo carries the theme; “Tourism and Sustainable Transformation” to foster collaboration among tourism stakeholders, international buyers, investors, and the media as they explore Uganda’s vast tourism potential.
Speaking during the POATE 2025 opening ceremony, the Uganda Prime Minister, Robinah Nabbanja, highlighted that the Pearl of Africa Tourism Expo has grown into more than just Uganda’s flagship tourism event. It has become one of the most influential regional expos, drawing together tourism stakeholders, business leaders, media, and investors from all corners of the globe.
“The participation of over 3,000 delegates from more than 50 countries this year is a powerful demonstration of the value of partnership and the increasing global interest in Uganda and the East African region,” she said.
In addition, Nabbanja explained that the government of Uganda, through its Vision 2040 and the Tenfold Growth Strategy, has firmly committed itself to transforming tourism into a cornerstone of socio-economic development.
“This commitment is evident in the continued investment in tourism infrastructure, product diversification, and capacity building, all designed to create an enabling environment for private sector growth, community participation, and international collaboration.Uganda’s approach to sustainable destination development is also aligned with the principles of green growth, digital adoption, and cultural preservation.”
The Minister for Tourism, Wildlife and Antiquities, Tom Butime said that POATE is more than just an event. It is Uganda’s flagship tourism marketing platform, designed to connect local tourism businesses with international buyers, investors, and media. Over the years, it has grown into a regional brand, affirming Uganda’s position as a leading tourism destination in Africa.
“In the lead-up to this opening, several important activities have already taken place. We have hosted Familiarization (FAM) trips for over 100 international buyers and media representatives, allowing them to explore Uganda’s diverse offerings from the mountain gorillas of Bwindi to the wild savannahs of Kidepo, the adventure of the Nile and the serenity of Lake Bunyonyi. The feedback has been overwhelmingly positive, and we are confident that many of these experiences will soon be shared with the world,” he added.
Last year’s edition was a success, attracting over 230 exhibitors, 423 trade visitors, 505 seminar participants, and over 3,050 consumers.
Speaking to the media, Vivian Lyazzi, the acting commissioner for the Tourism Development Department, said that one of the key themes emerging from this event is sustainable transformation.
“As part of our commitment to sustainability, we are actively discouraging the use of single-use plastic bottles. Instead, we are promoting the use of reusable materials to minimize waste and reduce environmental impact.”
Lyazzi also highlighted that Uganda has now transitioned into the implementation phase of the National Development Plan IV (NDP IV).
“At the heart of this plan lies our collective ambition, which is economic transformation and sustained growth. Among the key drivers of this transformation is tourism, a low-hanging fruit with immense potential to stimulate inclusive development. To harness this potential, we must focus on attracting more visitors to our destinations while also investing intentionally in these areas. One such destination is Uganda—a place of beauty and promise. However, for its full potential to be realized, we must scale up existing investments,” he noted.
POATE 2025 started with a regional tourism conference highlighting the significance of intra-African tourism, which accounts for 80-90 per cent of Uganda’s inbound traffic, especially from Kenya, Rwanda and Tanzania.
The conference also tackled key issues including regional marketing, e-marketing strategies, visa policies and investment opportunities, with a focus on promoting East Africa as a single destination.
Speaking during the opening press conference, Talent Africa’s CEO Aly Allibhai noted that the key highlight of the week will be the festival day, which is a full open day that’s open to the public and will transform the venue into a lively celebration of culture, music, food and tourism experiences.
“We should expect live performances, food courts, craft markets, family activities and non-stop entertainment in a festival atmosphere. There’s going to be headline performances from various artists, including Blue3, Winnie Nwagi, crane train performers, Abeka band, Suuna Ben, and so many others,” he said.
Despite making significant strides, Uganda’s tourism sector has yet to fully rebound to its pre-2019 levels. In 2023, the country recorded 1,274,210 international arrivals, a 56.4 per cent increase from 814,508 in 2022, a strong recovery from the pandemic lows, although still below the 1.542 million visitors in 2019 and 1.505 million in 2018.
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