A general view of tourists at the Bwindi Impenetrable National Park in Uganda. PHOTO/COURTESY/EXPLORE UGANDA
After an exciting edition in 2024, the Pearl of Africa Tourism Expo (POATE) 2025 is set to return bigger, more impactful and focused on a long-term transformation. From May 21 to 24, Munyonyo Commonwealth Resort will once again host Uganda’s premier tourism expo, bringing together key industry players, investors and international buyers under the theme Tourism and Sustainable development.
What is new?
The Ministry of Tourism, Wildlife, and Antiquities launched the Explore Uganda, Tell Your Story campaign, a new initiative set to make waves during the expo. This programme challenges Ugandans to visit the country’s key attractions and share their experiences through writing, photography, and videos on social media platforms.
By encouraging locals to showcase Uganda’s hidden gems and rich heritage, the campaign aims to increase domestic tourism, amplify authentic stories, and inspire others to explore the beauty of their own country. It is a unique opportunity for Ugandans to become ambassadors of their own tourism destinations, promoting the nation’s wonders both locally and globally.
The permanent secretary of the Minister Ministry of Tourism Wildlife and Antiquities Doreen Katusiime while delivering a speech on behalf of the minister emphasised that Explore Uganda, Tell Your Story campaign, is a programme that will challenge Ugandans to visit our key attractions and share their experiences in writing, pictures, and videos using social media platforms.
“This campaign is designed to naturally build awareness and visibility of the diverse attractions in the country. I call on all Ugandans to embrace the campaign, which will climax at the Poate event. Post your story using the designated hashtags and stand a chance to win and experience even more of the Pearl of Africa.”
she added Speaking at the launch, Lilly Ajarova expressed confidence that the ninth edition of Poate will significantly raise awareness of the incredible potential of Destination Uganda, ensuring the world takes notice, just as it did during Poate 2024. During last year’s event, the president of the Africa Tourism Board even recommended that the expo should be recognised as Africa’s premier tourism export, underscoring its growing significance on the global tourism map.
“Poate has grown into Uganda's premium tourism and business networking event, bringing together industry stakeholders, global buyers, investors, and media on one platform. It serves as a vital bridge connecting Uganda's tourism offerings with the world, and collaboration, investment opportunities and meaningful partnership,” she added. She also highlighted the success of the ongoing Expedia campaign showcasing the country's growing appeal as a premier travel destination and generating worth an impressive $580,000 return on investment.
What is bigger?
As Uganda gears up to host more than 70 hosted buyers and 5,000 trade visitors during Poate 2025, the spotlight is on the immense potential of showcasing the country’s diverse attractions. A key highlight of the expo will be the FAM (familiarisation) trips, designed to immerse international buyers in Uganda'smost iconic and emerging destinations. These trips are a powerful tool for promoting Destination Uganda, allowing global stakeholders to experience firsthand the rich culture, wildlife, and natural beauty that the country offers. Alongside the exhibition itself, the FAM trips will serve as a gateway for buyers to connect directly with local service providers, enhancing Uganda’s appeal as a top-tier tourism destination. By bringing the world to Uganda, the expo not only fosters crucial business relationships but also strengthens Uganda’s visibility on the global tour ism stage, positioning the country as a must-visit destination for future travellers.
Why it matters more
The Pearl of Africa Tourism Expo is more than just an annual industry event it is a driving force behind the growth and transformation of tourism. Katusiime emphasised that this year’s edition is not merely a showcase but a strategic platform for fostering real investments in the sector. “Poate 2025 is a key milestone in our journey towards achieving the tenfold growth strategy. This strategy is a vision we have set to increase tourism's contribution to the world. We want to increase tourism's contribution to our GDP by 10 times or 25 times in the coming years,” she added.
The drive for investments
At the event, tour operators, hotel owners and other service providers connect with key global tourism markets, creating partnerships that transate into tangible business growth. It also facilitates direct linkages between Uganda and international tourism players unlocking opportunities for increased bookings, investment in infrastructure and enhanced sector visibility on the global stage. “One of our major priorities is driving investment in tourism. This includes exploring various opportunities for concessions, especially in our national parks, where several leases have expired, creating an avenue for new partnerships,” Pearl Hoareau Kakooza, chairperson UTB emphasised. Beyond the business deals, Poate 2025 serves as a catalyst for innovation and collaboration. It presents a chance for industry stakeholders to explore emerging trends, discuss challenges, and forge solutions that will shape the future of Uganda’s tourism landscape. With a focus on driving economic impact, the expo plays a pivotal role in positioning Uganda as a competitive and attractive destination for travelers worldwide. Poate was established to promote Uganda as a top tourism destination. By participating, we not only contribute to the growth of our tourism industry but also position Uganda prominently on the international stage. This annual national event is a powerful platform to showcase the best of what our country has to offer.
