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The 9th edition of the Pear of Africa Tourism Expo is around the corner; scheduled to take place from 21st -24th May 2025 at the newly developed Speke Resort Convention Centre, Munyonyo in Kampala.
The Pearl of Africa Tourism Expo (POATE) is an annual event showcasing Uganda’s unique attractions, promoting the country as a prime destination for tourism investment, partnerships, and cultural exploration. This concept brings together tourism operators, travel agents, hospitality stakeholders, and investors from around the world, creating a platform to promote Uganda’s brand as “The Pearl of Africa.”
POATE provides a comprehensive experience of Uganda’s tourism potential through interactive exhibits, cultural performances and Business to Business meetings. The expo also aims at driving sustainable practices and responsible tourism initiatives through various themes each year such as eco tourism, cultural tourism and adventure tourism.
This premier tourism event aims to showcase Uganda’s diverse tourism offerings, highlighting its natural beauty, wildlife, and cultural heritage. It also will feature exhibitions, networking sessions, and immersive experiences designed to showcase Uganda’s tourism gems.
This year’s theme is “Tourism and sustainable transformation” and focuses on greening the tourism value chain and embracing digital transformation to enhance tourism services and boost Uganda’s global competitiveness.
The expo is expected to have over 70 international hosted buyers and more than 5,000 trade visitors in attendance.
Earlier this month, POATE launched the “Tell Your Story- explore Uganda” Campaign; a storytelling initiative encouraging Ugandans to share their most captivating tourism experiences through videos, photos, and written content.
The launch was organized by 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 Wildlife Research and Training Institute(UWRTI), Uganda Museum and the Uganda Wildlife Conservation Education Centre in partnership with Talent Africa Group.
“POATE 2025 is a key milestone in our journey towards achieving the tenfold growth strategy. This strategy is a vision we have set to increase tourism’s contribution to the world. We want to increase tourism’s contribution to our GDP by ten times or 25 times in the coming years,” said Doreen S. Katusiime, the Permanent Secretary of the Ministry of Tourism at the launch.
Lilly Ajarova, UTB CEO said, “POATE has grown into Uganda’s premium tourism and business networking event, bringing together industry stakeholders, international tourism hosted buyers, investors and media representatives on one platform. It serves as a vital bridge connecting Uganda’s tourism offerings with the world, and collaboration, investment opportunities and meaningful partnership.”
The Pearl of Africa Tourism Expo 2025 is a key pillar in Uganda’s tourism strategy, offering a vital networking and business matchmaking platform for industry stakeholders, buyers, investors, and media professionals.
In the context of a growing global tourism market, POATE remains an essential event to enhance Uganda’s competitiveness and brand as a premier African tourism destination.
The expo is to held in phases for example the “Regional Tourism Forum”(21st May 2025) will be conducted under the theme “Borderless Borders” will have engagements from the key tourism Ministers, tourism boards (IGAD and UNECA) and a regional corporations under the regional Ministers Round Table.
The “Tourism Investment Forum” (Thursday 22nd May 2025) will focus on investment within the tourism sector with topics on hospitality investment trends, financing tourism and green investment outlook.
From 23rd -24th May, there will be showcases and exhibitions under the theme “Experience the heart of Uganda: Lifestyle and hospitality.” This theme celebrates the warmth, traditions and community values that make Uganda a welcoming destination.
There will be a dedicated space featuring Ugandan cuisine, with tastings, cooking demonstrations, and masterclasses in traditional dishes like matooke, luwombo, and Rolex. Renowned Ugandan chefs will collaborate with international culinary experts to add a modern twist to traditional dishes.
Visitors could also explore and buy handcrafted items, such as beaded jewelry, bark cloth textiles, and woven baskets. Workshops with artisans will give attendees hands-on experiences, allowing them to learn the artistry behind Uganda’s crafts.
A runway showcasing traditional attire and contemporary Ugandan fashion will feature local designers who merge modern and cultural styles.
There will also be exhibits on Uganda’s Luxury and Eco-Lodgges, displaying Uganda’s premier eco-lodges and boutique hotels, highlighting their unique offerings, such as wilderness settings, sustainable practices, and luxury amenities.
The seminars on service excellence in Uganda, covering topics like customer service, sustainability in hospitality, and community-driven tourism will led by industry experts and local hospitality veterans.
Showcasing Uganda’s community-driven tourism offerings, there will be interactive exhibits featuring local communities involved in tourism, from eco-trekking to homestays. Visitors could also engage with representatives from different regions, learning about rural tourism opportunities that offer immersive cultural exchanges and support local livelihoods.
Lastly, visitors will get to enjoy daily performances from traditional dance groups, story telling by community elders and Live interactive drumming circles that are significant to various Ugandan ethnic groups, emphasizing the diversity within Uganda’s culture.
To register for the Pearl of Africa Tourism Expo (POATE) 2025, visit the official POATE website and you will be guided you through the registration process, where you can book your exhibition or visitor slot.
Additionally, you can also check the Uganda Tourism Board website for more information on registration and participation. The following are the participants categories;
Tour Operators
Tourism boards
Transport Companies
Insurance companies
Accommodation facilities
Media/Press
Associations
Make sure to register early to secure your spot, as the event is expected to attract a large number of participants.
