Investors and tourism stakeholders from Malaysia and the broader ASEAN region attending the Pearl of Africa Trade and Tourism Expo 2025 have expressed a strong commitment to deepening collaboration with their Ugandan counterparts, with a shared goal of facilitating the exchange of over 5,000 tourists between the two regions by 2026.
Speaker after speaker at the high-level forum emphasised the urgent need for strategic partnerships within the tourism sector, highlighting the transformative potential of digital platforms and Artificial Intelligence (AI) in unlocking new markets and scaling tourism offerings.
Tuan Uzaidi Udanis, President of the Tourism Alliance of Malaysia, called on both Malaysian and Ugandan tour operators to take charge of mutual promotion.
“Digital platforms offer the ability to scale rapidly, extend global reach, and convert tourism players into digital entrepreneurs,” he noted. “Who is better placed to promote Uganda in Malaysia than Malaysian tour operators themselves—and vice versa?”
Uzaidi stressed the rising global demand for experience-based travel, which centres on local culture and storytelling.
“Tourism is no longer just about places, it’s about experiences—what people remember, what they feel, and the stories that connect them,” he said. “Tourism connects hearts. That’s the new currency of travel.”
Robert Mukiza, Director General of the Uganda Investment Authority, also addressed the gathering, presenting a compelling case for investment in Uganda’s tourism sector. He outlined the government’s incentives and opportunities available for both local and foreign investors, noting Uganda’s untapped potential in eco-tourism, cultural heritage, and adventure tourism.
Additional presentations were made by Cathy Wabomba of the Uganda Chamber of Energy, alongside officials from the Uganda Tourism Board and the Private Sector Foundation of Uganda, who echoed the call for greater private sector participation and cross-border tourism innovation.
A Cultural Celebration of Unity
The forum culminated in a vibrant gala dinner that celebrated the rich cultural heritage of both Uganda and Malaysia. Guests were treated to a variety of Ugandan dishes, offering a taste of the country’s diverse culinary traditions.
The Ndere Troupe, Uganda’s renowned cultural ambassadors, mesmerised the audience with a dynamic showcase of traditional dances—from the rhythmic Lakaraka of Northern Uganda, to the regal Bakisimba of the Central region, and the spirited Ekitaguriro from the West.
A Malaysian cultural troupe reciprocated with a graceful performance that combined traditional music with martial arts, providing a fitting and elegant conclusion to the Expo.
The Pearl of Africa Business Forum and Expo 2025 closed on a high note, leaving in its wake a renewed sense of purpose, unity, and opportunity between Uganda and the ASEAN region.