Uganda is gearing up for its biggest annual tourism showcase, the Pearl of Africa Tourism Expo (POATE), set to run from Wednesday to Saturday at the Speke Resort Convention Centre, Munyonyo.
Now in its ninth edition, POATE has grown into a flagship event on Uganda’s tourism calendar. This year’s theme, “Tourism and Sustainable Transformation,” highlights the urgent need for climate adaptation and the promotion of sustainable tourism practices across the sector.
This year’s expo will host over 100 international travel buyers, along with local tour operators, hoteliers, and service providers. Over four days, participants will explore Uganda’s rich tourism offerings through immersive sessions, business networking, and panel discussions, all aimed at strengthening global visibility and partnerships.
Mr. Vivian Lyazi, Acting Commissioner for Tourism at the Ministry of Tourism, Wildlife and Antiquities, says POATE is more than just an exhibition: “It’s a platform for engaging travel enthusiasts from Uganda, the region, and around the world. It’s about creating lasting tourism connections.”
The President of Uganda is expected to preside over the official opening ceremony, underlining the significance of the event.
What to Expect at POATE 2025
- Day 1: Regional Collaboration
Tourism Minister Tom Butime and fellow ministers from across East Africa will convene to discuss ways of strengthening regional tourism cooperation and cross-border initiatives. - Day 2: Investment in Focus
The spotlight shifts to tourism investment. Business magnate Sudhir Ruparelia will deliver the keynote address, followed by a panel featuring representatives from the World Bank, UIA, URA, and other strategic stakeholders. - Day 3: Marketing Uganda to the World
This day is dedicated to branding and promotion. Sylvia Mulinge, CEO of MTN Uganda, will headline the session with insights into corporate tourism partnerships. She will be joined by renowned tour operator Amos Wekesa and event organiser Aly Alibhai to discuss strategies for positioning Uganda as a world-class travel destination. - Day 4: The Pearl Festival
The expo will wrap up with a cultural celebration, the Pearl Festival, showcasing Ugandan heritage through traditional music, dance, food, and fashion.
Discover Uganda: The Pearl of Africa
Ahead of the event, international travel buyers and media are embarking on familiarisation tours across Uganda, experiencing the country’s most iconic attractions — from gorilla trekking in Bwindi to spotting the Big Five in national parks, whitewater rafting on the Nile, and exploring the cultural diversity that defines Uganda’s identity.
Uganda offers more than adventure, it boasts 10 national parks, lush game reserves, vibrant cities, rich culinary traditions, and some of the warmest hospitality on the continent.
A Push for Domestic Tourism
Despite its global appeal, Uganda’s domestic tourism sector remains underutilized. “We must tap into the local market,” says Lyazi.
“Uganda’s growing middle class is searching for new ways to unwind — and we’re telling them, ‘Look no further than home.’ Through campaigns like ‘Explore Uganda’, we’re showcasing local destinations and shifting perceptions.”
Leading the Charge for Sustainability
In line with the expo’s theme, the Ministry is placing sustainability at the forefront. Initiatives include eliminating single-use plastics, promoting reusable water bottles, and showcasing green energy solutions in partnership with the Ministry of Energy.
Lyazi urges the public and stakeholders to participate by registering online via the official portal: poate2025.com.
Whether you’re a travel enthusiast, investor, or cultural explorer, POATE 2025 is your gateway to experiencing and shaping the future of tourism in Uganda.
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