The Uganda Tourism Board (UTB), in collaboration with the Delegation of the European Union to Uganda and key stakeholders in the tourism sector, has officially announced the inaugural Pearl of Africa Tourism Awards 2026. This landmark initiative aims to celebrate outstanding achievements within Uganda’s growing tourism industry.
During the announcement, it was revealed that the winners will be honoured during this year’s Pearl of Africa Tourism Expo (POATE) on May 23, 2026, at the Munyonyo Speke Resort.
The awards aim at recognising excellence in various areas, including tourism products, storytelling, media, conservation, and community-driven initiatives. Tourism operators, media practitioners, conservationists, photographers, influencers, and members of the public are encouraged to submit entries or nominate deserving individuals and organisations.
The awards are designed to motivate stakeholders to elevate service standards and competitiveness, champion innovation and sustainable tourism practices, amplify the visibility of Uganda’s tourism offerings both locally and internationally, and establish a prestigious benchmark for industry excellence.
“These awards are a celebration of the people and organisations who are quietly doing extraordinary work to put Uganda on the global tourism map,” said Samora M. Semakula, the Acting Deputy CEO of the Uganda Tourism Board.
“By formally recognising excellence in storytelling, conservation, eco-tourism, and community programmes, we are not just handing out trophies; we are setting a standard. We are telling the world that Uganda’s tourism industry is professional, innovative, and ready to compete. This is also a signal to investors and partners that the sector is maturing, and that the business case for Uganda tourism has never been stronger.”
His Excellency Jan Sadek, Ambassador of the European Union to the Republic of Uganda, underscored the significance of this partnership,
“Tourism transcends economics, it bridges cultures, drives inclusive growth, and showcases Uganda’s unparalleled natural and cultural heritage to the world. Through POATE, Uganda has strengthened its position as a regional leader, and these awards extend that ambitious vision.”
“For the European Union, this support is part of a broader partnership focused on sustainable development, job creation, and private sector growth, especially meaningful this year as we celebrate 50 years of EU-Uganda cooperation. We promote a model of tourism that benefits communities, protects the environment, and empowers entrepreneurs, particularly youth and women. We are proud to support platforms like POATE that bring stakeholders together, encourage investment, and strengthen Uganda’s global visibility,” the Ambassador added.
Ambassador Sadek also highlighted the role of EMPCO, the EU framework that empowers SMEs to adopt sustainability practices such as eco-certification and fair trade standards. EMPCO supports Ugandan tourism businesses in accessing European markets and enhancing their competitiveness, complementing POATE’s broader focus on innovation and excellence.
The European Union’s involvement in this initiative reflects a longstanding and deepening commitment to Uganda’s tourism sector. EU member states have invested over EUR 40 million into Uganda’s tourism development, most recently through the ‘We Explore’ project, a EUR 15.5 million initiative implemented by a consortium including ENABLE, UNESCO, UNDP, and UNCDF.
The project aims to promote Uganda as a premier global destination, improve access to finance for tourism businesses, strengthen the business environment, and ensure that local communities meaningfully benefit from the sector’s growth.
Award Categories
The awards span a broad range of categories to ensure inclusivity across the entire tourism value chain. Several categories will carry a cash prize, funded by the European Union as part of the UG-EU@50 partnership marking 50 years of EU-Uganda cooperation:
Best Tourism Documentary 2026
Best Community Tourism Programme / CSR Initiative
Best Tourism Photographer
Best Tourism Storyteller
Best Tourism Influencer
Best New Tourism Product 2026
Best Eco Lodge 2026
Best Eco Tour Operator 2026
Best Booth Stand / Exhibitor at POATE 2026
Entries and nominations for the Pearl of Africa Tourism Awards 2026 are now open. For more information on how to participate, visit www.ugandatourism.go.ug or contact Uganda Tourism Board directly.