Inside Uganda’s most game changing tourism expo

By Martha Namusiima

The ninth edition of the Pearl of Africa Tourism Expo (POATE) 2025, ended yesterday at the Speke Resort Conference Centre. The four-day tourism extravaganza, held under the theme Tourism and Sustainable Transformation, drew an impressive line up of more than 50 participating countries, 100 hosted buyers and 3,000 delegates. As Uganda’s flagship tourism showcase, POATE brought together key industry players from hoteliers, tour operators and conservationists to policy makers, creatives and investors. It was a dynamic platform for sharing opportunities, forging cross-border connections, closing strategic deals and accelerating growth within the region’s tourism sector. Missed it? Don’t worry here is an inside look at what really went down and why it is already hailed as the most impactful edition yet.

Investment opportunities

With a tourism earnings goal of $50 billion by 2040, the impact of tourism on Uganda’s economy is highly anticipated as a key driver of national development and increased revenue generation. According to Joseph Enyimu, the acting commissioner of the Economic Development, Policy and Research department at the Ministry of Finance, Planning and Economic Development, the sector is exceedingly promising, with significant potential to spur inclusive growth, create employment, attract investment, and enhance foreign exchange earnings. “We are on track to achieve the projected annual growth of 6.4 percent for this financial year ending June 2025, in the year ending on June 2026 and over the medium term we are projecting an average annual growth rate of seven percent that is one of the highest on the continent of Africa and this has been equally confirmed by the International Monetary Fund,” he added. 

Prime Minister Robinah Nabbanja, who presided over the opening ceremony on behalf of President Yoweri Museveni, emphasised POATE as more than a just a local event, hailing it as “one of the most influential regional expos” that has become a magnet for business leaders, global investors, and travel media from across the globe. “POATE is now a global stage for Uganda and East Africa’s tourism ambitions. Our presence here today, joined by delegates from over 50 countries, reflects the world’s growing confidence in Uganda as a destination of opportunity and wonder,” said Nabbanja.

Taste of culture: Uganda’s identity on full display at POATE 2025

POATE 2025 offered more than just a showcase of tourism products, it delivered an immense cultural experience that celebrated Uganda’s soul. From the vibrant decorations inspired by indigenous artistry to uniquely designed stalls reflecting regional identities, every element of the expo was infused with the rich cultural tapestry that defines the Pearl of Africa. Traditional music, dance, cuisine, and storytelling brought to life, offering delegates and visitors an authentic taste of Uganda’s more than 60 ethnic communities. This cultural fusion not only energised the event but also reinforced the message that Uganda’s heritage is a cornerstone of its tourism appeal. “We had good numbers as Ewaffe of course from those old clients but then we are also having new potential visitors coming in, those who have known us but have never reached Ewaffe, so to me I think this is an opportunity for us to cement those partnerships,” Aisha Nabwanika, the founder and CEO of Ewaffe Cultural Village, said.

Great deals and diplomatic gold

With more than 50 countries represented, POATE 2025 was a hub of high-level partnerships and cross border collaborations and created fertile ground for exhibitors, buyers, and investors to forge meaningful connections, negotiate deals, and explore new market frontiers. Exhibitors showcased the best of their destinations, products, and services, while hosted buyers engaged in B2B sessions aimed at strengthening both regional and international tourism networks. From airline collaborations to hotel distribution agreements and ecotourism investment pitches, this year’s edition unlocked serious business potential. “It is an engine for economic transformation, a bridge for cultural exchange, and a powerful tool for regional cooperation. Today, we gather here not just to exchange ideas, but to reaffirm our collective aspiration, to harness the full potential of regional tourism for the prosperity of our people,” Tourism minister Col (rtd) Tom Butime said. Uganda is rapidly gaining international recognition as one of Africa’s most attractive investment destinations.

This status has intensified the call for heightened security and the protection of investors and tourism assets. Col Edith Nakalema, the head of the State House Investors Protection Unit, emphasised that government and private sector actors are working hand in hand to deploy cutting-edge technology and intelligence systems to strengthen national security. “Uganda is safe and secure from all encumbrances, whether external or internal, no doubt about that. We have a very safe country that is politically stable. Therefore, the political is clear, the political security is clear, the environmental security is clear,” she added

Lights, camera action

If there is one thing attendees of POATE 2025 won’t stop talking about, it’s the “Sounds of the Pearl” an entertainment packed culture showcase that fused music, fashion and dance into the heart of tourism. The event treated delegates and visitors to an immense cultural experience featuring dances from across the country, symbolising Uganda’s diverse heritage. “This year’s expo has given us the vibe in tourism and at least I have gotten to know it is not only a learning experience, but we have made memories and had fun,” Sheeba Ainemugisha, a delegate said. But the highlight of the night? Musical performances led by legendary hip-hop artiste, Navio, who turned up the heat in the crowd.

The entertainment segment was not just show, it strategically underscored Uganda’s creative economy potential. The expo ended with another music festival featuring spontaneous cultural mash ups and good music that drew everyone together. POATE 2025 has proven that tourism is not just about wildlife, conservation and landscapes, it is a lifestyle, an experience and a celebration of what makes the Pearl of Africa shine. The Pearl of Africa Tourism Expo will return next year, do not miss out on great deals in tourism and investment with the country’s biggest tourism investment expo.