The Ministry of Tourism, Wildlife and Antiquities (MTWA), together with its agencies including the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), Uganda Hotel and Tourism Training Institute (UHTTI), Uganda Museum and the Uganda Wildlife Conservation Education Centre (UWEC) among others in partnership with Talent Africa Group has launched the 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025 which will take place from 21st to 24th May 2025, at Speke Resort and Convention Centre in Munyonyo, Kampala, Uganda.
This year’s expo will be organized under the theme “Tourism and Sustainable Transformation,” which aims to bring together tourism stakeholders, international buyers, investors and media representatives to experience the diverse offerings of Uganda’s tourism sector.
The event will also serve as a platform to showcase Uganda’s unique attractions and experiences, enhancing its visibility on the international tourism map.
Speaking at the launch, Doreen Katusiime, the Permanent Secretary of the Ministry of Tourism highlighted the expo’s role in the country’s ambitious tourism growth strategy that aims to increase the sector’s percentage to the GDP tenfold or even twenty-five times in the coming years.
In addition, she noted that the expo’s theme is at the heart of the country’s vision, saying, “Uganda is positioning itself as one of Africa’s leading champions of sustainable tourism, ensuring long-term benefits for both the local communities and environment.”
POATE is an annual flagship event designed to position Uganda as a leading global tourism destination. The expo provides an invaluable platform for industry players to engage in high-level networking, create business partnerships, and explore investment opportunities.
According to Lilly Ajarova, the CEO of the Uganda Tourism Board (UTB), the expo plays a great role in promoting Uganda as the top global travel destination.
“Our vision is to connect people and create opportunities for sustainable growth and markets. Therefore, this expo will reinforce our commitment to responsible tourism, fostering collaborations and investment opportunities that drive long-term industry growth,” she said.
Ajarova also highlighted that Uganda is now known as an eco-tourism destination which gives a lot of value to the country because a global traveler is looking for a sustainable destination.
The 2025 edition will host 70 selected international buyers, over 5,000 trade visitors, and a diverse range of exhibitors from around the world, enabling robust Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions.
The expo will also highlight the increasing importance of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, aligning with emerging global trends in travel and hospitality. Attendees immerse themselves in an exciting lineup of activities including destination marketing presentations, expert panel discussions, media engagement opportunities, and immersive cultural showcases.
With a strong commitment to sustainability and innovation, POATE 2025 aims to foster meaningful collaborations among tourism stakeholders, policymakers and private sector players to advance the industry. International and local exhibitors, travel professionals, influencers and media representatives are encouraged to participate in this landmark event to uncover new business prospects and explore Uganda’s unmatched tourism potential.
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