KAMPALA
The Ministry of Tourism, Wildlife and Antiquities, in partnership with its key agencies, including the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), Uganda Wildlife Research and Training Institute (UWRTI), Uganda Hotel and Tourism Training Institute (UHTTI), and Uganda Wildlife Conservation Education Centre (UWEC), has today officially concluded the 9th Edition of the Pearl of Africa Tourism Expo (POATE) at Speke Resort Munyonyo and Convention Centre.
Held under the theme “Tourism and Sustainable Transformation,” this year’s Expo brought together tourism stakeholders, industry professionals, international delegates and media to showcase Uganda’s diverse tourism offerings and discuss the sector’s role in driving sustainable development.
Uganda’s largest tourism event commenced on Wednesday, May 21, 2025, marking the start of a three-day Expo that brought together key tourism stakeholders from across the region. The opening day featured a press conference and a Regional Tourism Conference, where Regional industry leaders engaged in meaningful discussions on joint tourism promotion, strategic partnerships, and leveraging opportunities for regional tourism growth. The conversations centered on building synergies, strengthening collaborations, and leveraging complementarity to drive sustainable development in the tourism sector across East Africa and beyond.
Activities continued on Thursday, 22nd, and Friday, 23rd May, with in-depth dialogues on investment in tourism, destination marketing, and innovative approaches to promote Uganda as a top-tier tourism destination.
The Expo culminated in a vibrant Tourism Festival on Saturday, 24th May 2025, celebrating Uganda’s rich cultural heritage, music, cuisine, and attractions, offering both domestic and international visitors a memorable experience and a glimpse into the Pearl of Africa’s tourism potential.
In his remarks, Mr. Vivian Lyazzi, the Acting Commissioner of Tourism Development at the Ministry of Tourism, Wildlife, and Antiquities (MTWA), stated, “One of the major highlights of this year’s POATE is our commitment to sustainable transformation. As part of our sustainability initiatives, we are actively discouraging the use of single-use plastic bottles and promoting reusable materials to minimize waste and reduce our environmental impact. Furthermore, a key focus of the exhibition has been effective waste management, ensuring we maintain a clean and healthy environment. This initiative not only benefits us but also attracts visitors who value cleanliness and sustainability.”
Hon. Tom Butime, the Minister of Tourism, Wildlife and Antiquities, noted 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.
He said, ‘’We have hosted Familiarization (FAM) trips for over 100 international hosted 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.
‘We are deeply grateful for the support of our private sector partners, hoteliers, tour operators, airlines, associations, and entrepreneurs whose resilience, creativity, and investments continue to power our tourism industry. I also wish to recognize the contribution of our government agencies, including the Uganda Tourism Board, UWA, UHTTI, UWRTI, and all the ministries and departments that have worked tirelessly to make this event a success,’ he concluded.
During the Expo, various investment opportunities were showcased, including infrastructure improvements, accommodation development, park expansion, and conservation efforts. The POATE 2025 event included a panel discussion focused on investment in tourism, featuring Col. Edith Nakalema. She reassured both investors and tourists about their safety and security as we approach the upcoming 2026 general elections.
She said, ‘’We have a very secure and politically stable country. I want to assure everyone that Uganda will remain safe, so there should be no concerns among citizens or visitors about the upcoming elections. We are prepared to protect lives and property.
Nakalema also highlighted that the unit is utilizing technology through the electronic Investors Protection Portal to provide authentic information and guidelines for investors and tourists considering investments in Uganda.
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 added.
The tourism sector in Uganda is steadily recovering from the effects of COVID-19. In 2024 alone, the tourism sector supported over 803,000 jobs, contributing 7.2% to national GDP. Remarkably, 68% of these jobs were held by women and youth, reaffirming the inclusive and empowering nature of tourism in Uganda. Most of these opportunities were created by the private sector, especially SMEs, who drive innovation in eco-tourism, cultural heritage, and immersive travel experiences. We also witnessed encouraging recovery metrics where Uganda welcomed 1.37 million visitors, and these are more than just numbers. They are a tribute to the hard work, resilience, and determination of Ugandans across the tourism business value chain.
POATE 2025 has been established as a multi-stakeholder platform that provides value and visibility to a diverse range of participants. It is an essential event for both international and regional hosted buyers, including tour operators, destination management companies (DMCs), luxury travel agents, and travel designers seeking new and authentic African experiences. Additionally, it greatly benefits Ugandan and East African tour operators and travel agents by offering them an opportunity to showcase their products, build new partnerships, and expand their market reach.
The Expo concluded with a grand festival known as the Pearl of Africa Tourism Expo Music and Cultural Festival. The event featured a boating regatta and performances by several artists, including the Abeeka Band, crane performers, Aliddeki Brian, Otim Alpha, Madrat, and Chiko. IGC Fashion showcased designs, and popular artists like Winnie Nwagi, Blu 3, and Suuna Ben delivered exciting performances. Comedian Salvador, along with Adele Kiele and Sheila Gashumba, served as the official emcees for the evening, bringing a lively atmosphere to the celebration.
