The highly anticipated 9th edition of the Pearl of Africa Tourism Expo (POATE) has officially been launched. Scheduled to take place from May 21st to 24th, 2025, at the Speke Resort and Convention Centre in Munyonyo, Kampala, the event is expected to attract over 70 selected international buyers, more than 5,000 trade visitors, and a wide range of exhibitors from across the globe.
A Platform for Business and Investment
Doreen Kansiime, the Permanent Secretary of the Ministry of Tourism, who officiated the launch on behalf of the Minister of Tourism, Tom Butime, highlighted the expo’s role in fostering dynamic Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions.
“The expo will be a one-stop center for those intending to invest in Uganda’s tourism industry, those seeking buyers for their tourism-related products, as well as enthusiasts who believe in Uganda’s tourism potential,” Kansiime stated.
Theme: Tourism and Sustainable Transformation
This year’s expo will be held under the theme Tourism and Sustainable Transformation, emphasizing Uganda’s commitment to sustainable tourism practices. The event will bring together tourism stakeholders, international buyers, investors, and media representatives to explore the country’s diverse tourism offerings.
According to Kansiime, the expo will serve as a strategic platform to enhance Uganda’s visibility on the global tourism map by showcasing its unique attractions and experiences.
Collaborative Efforts in Organizing POATE 2025
POATE 2025 is being organized by the Ministry of Tourism, Wildlife, and Antiquities (MTWA) in collaboration with key agencies, including the Uganda Tourism Board (UTB), Uganda Wildlife Authority, Uganda Hotel and Tourism Training Institute, Uganda Wildlife Research and Training Institute, Uganda Museum, and Uganda Wildlife Conservation Education Centre. The event is also being held in partnership with Talent Africa Group.
Launch of the ‘Tell Your Story – Explore Uganda’ Campaign
As part of the preparations for the expo, Kansiime launched the Tell Your Story – Explore Uganda campaign. This initiative encourages Ugandans to share their most compelling tourism experiences through videos, photos, and written content.
“This campaign aims to foster nationwide engagement in domestic tourism, inviting citizens to narrate their unique experiences and promote the beauty of Uganda’s landscapes and cultures through an immersive audio-visual journey,” Kansiime explained.
Uganda’s Commitment to Sustainable Tourism
Highlighting Uganda’s long-term vision, Kansiime stated that the country is positioning itself as a leader in sustainable tourism within Africa. “Uganda is ensuring long-term benefits for both local communities and the environment through responsible tourism initiatives,” she noted.
Lilly Ajarova, CEO of the Uganda Tourism Board (UTB), underscored the importance of the expo in reinforcing Uganda’s status as a top global travel destination.
“Our vision is to connect people and create opportunities for sustainable growth and markets. This expo will reinforce our commitment to responsible tourism, fostering collaborations and investment opportunities that drive long-term industry growth,” Ajarova said.
She further emphasized that Uganda has gained recognition as an eco-tourism destination, which adds significant value as global travelers increasingly seek sustainable tourism options.
POATE: Uganda’s Premier Tourism Expo
The Pearl of Africa Tourism Expo (POATE) is Uganda’s annual flagship tourism event designed to position the country as a leading global tourism destination. The expo provides an invaluable platform for industry players to engage in high-level networking, establish business partnerships, and explore investment opportunities in the tourism sector.
With its focus on sustainability and investment, POATE 2025 is set to be a transformative event, enhancing Uganda’s profile on the international tourism stage and driving the country’s tourism sector forward.
