The Ministry of Tourism, Wildlife, and Antiquities (MTWA) has officially launched the 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025, scheduled to take place from May 21st to 24th, 2025, at Speke Resort and Convention Centre, Munyonyo, Kampala.
POATE is Uganda’s premier tourism and trade expo, bringing together industry stakeholders, global buyers, investors, and media to showcase the country’s rich tourism offerings to the world.
A Platform for Sustainable Tourism and Growth
Speaking at the launch, Lilly Ajarova, CEO of the Uganda Tourism Board (UTB), emphasised the expo’s significance in promoting Uganda as a top global travel destination.
“POATE serves as a vital bridge, connecting Uganda’s tourism industry to international markets. This year’s theme, ‘Tourism and Sustainable Transformation,’ highlights our dedication to fostering innovation and ensuring Uganda remains a must-visit destination,” Ajarova stated.
The Permanent Secretary of the Ministry of Tourism, Doreen Kansiime, underscored the expo’s role in Uganda’s ambitious tourism growth strategy, which aims to increase the sector’s contribution to GDP tenfold, or even twenty-five times, in the coming years.
“Sustainability is at the heart of our vision. Uganda is positioning itself as one of Africa’s leading champions of sustainable tourism, ensuring long-term benefits for both the environment and local communities,” Kansiime noted.
‘Tell Your Story – Explore Uganda’ Campaign Unveiled
As part of the POATE 2025 launch, the ministry introduced the “Tell Your Story – Explore Uganda” campaign, encouraging Ugandans to share their travel experiences through videos, photos, and written content.
“This campaign isn’t just for influencers—it’s for all Ugandans. We know our country best, and we have the power to showcase its beauty to the world,” Ajarova explained.
She also highlighted the success of Uganda’s partnership with Expedia, revealing that a $75,000 investment in October generated $580,000 in bookings within just two months.
What to Expect at POATE 2025
POATE remains a flagship event designed to strengthen Uganda’s position as a premier global tourism hub.
The 2025 edition will host 70 selected international buyers, over 5,000 trade visitors, a diverse range of exhibitors from across the world, Business-to-Business (B2B) and Business-to-Consumer (B2C) engagements to drive trade and investment.
This year’s expo will also spotlight the growing importance of MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), aligning Uganda with emerging global trends in travel and hospitality.
With POATE 2025 set to be bigger and more impactful than ever, Uganda continues to cement its reputation as the Pearl of Africa, offering unmatched natural beauty, cultural richness, and sustainable tourism experiences.
Photos by Marvin Mugerwa.