Kampala, Uganda, 26th February 2025: The Ministry of Tourism, Wildlife, and Antiquities (MTWA) of Uganda, in partnership with several key tourism agencies including the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), Uganda Hotel and Tourism Training Institute (UHTTI),
Uganda Wildlife Research and Training Institute (UWRTI), Uganda Museum, and the Uganda Wildlife Conservation Education Centre (UWCEC), has officially launched the 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025. The event will be held from May 21st to 24th, 2025, at the Speke Resort and Convention Centre in Munyonyo, Kampala.
This year’s POATE comes with an exciting theme, “Tourism and Sustainable Transformation,” reflecting Uganda’s commitment to promoting sustainable tourism practices. The expo is set to be one of the most significant tourism and travel trade events in East Africa, bringing together key stakeholders, international buyers, investors, and media representatives from around the world. It will provide a unique platform for Uganda to showcase its diverse tourism offerings, highlighting the country’s natural beauty, wildlife, cultural heritage, and growing hospitality sector.
The event will serve as an important venue for business networking, fostering collaborations, and creating investment opportunities within Uganda’s tourism sector. The expo will feature more than 70 international buyers, over 5,000 trade visitors, and a variety of exhibitors from across the globe. These participants will have the chance to engage in both Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions, helping to further elevate Uganda’s status as a premier global tourist destination.
In addition to the expo, the “Tell Your Story – Explore Uganda” campaign has also been launched. This nationwide initiative invites Ugandans from all walks of life to share their personal tourism stories through photos, videos, and written content. The goal is to foster nationwide engagement in domestic tourism by encouraging citizens to promote Uganda’s rich landscapes, culture, and unique tourism experiences. Participants will be able to narrate their experiences, showcasing the beauty and diversity of Uganda’s national parks, cultural festivals, wildlife, and community-based tourism initiatives.
As part of the campaign, the government and stakeholders are encouraging locals to take part in an immersive audio-visual journey that captures the essence of Uganda’s tourism offerings, thereby promoting the country’s attractiveness to both international tourists and local travelers alike. The Tell Your Story initiative will help strengthen Uganda’s domestic tourism while enhancing global awareness of its tourism potential.
POATE 2025 also comes at a time when the global tourism industry is increasingly focusing on the importance of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism. As Uganda continues to build its reputation as a leading conference and event destination, the 2025 edition of POATE will highlight the key role of MICE tourism in driving both business and leisure travel. Attendees will have the opportunity to take part in various expert-led panel discussions, media engagement sessions, and destination marketing presentations that will address both emerging global travel trends and sustainable tourism practices.
In alignment with these trends, the expo will feature exciting activities that range from destination showcases, trade exhibitions, cultural performances, and interactive sessions that highlight Uganda’s rich heritage, diverse ecosystems, and vibrant local communities. The expo will also explore innovative approaches to tourism, including the development of eco-friendly accommodations, sustainable wildlife tourism, and responsible community-based tourism.
The Pearl of Africa Tourism Expo is not only a trade show but also a celebration of Uganda’s tourism potential. It provides a comprehensive platform for stakeholders from across the globe to exchange ideas, learn from each other, and explore business opportunities within Uganda’s rapidly growing tourism industry. The event will attract not only industry professionals but also influencers and media representatives who will help promote Uganda on the international stage.
In line with its vision for a sustainable and innovative tourism sector, POATE 2025 aims to encourage both local and international exhibitors, travel professionals, and other stakeholders to engage with Uganda’s tourism potential. The expo presents a rare opportunity to uncover new business prospects, form strategic partnerships, and expand the visibility of Uganda as a unique and vibrant tourism destination.
For more information and media inquiries, please contact:
Dr. Gessa Simplicious, Head of Public Relations at UTB
Tel: +256 772 521568
Email: gessa.simplicious@utb.go.ug / eunice@tourism@tourism.go.ug
Website: www.tourism.go.ug
