The Pearl of Africa Tourism Expo (POATE) 2025, held from May 21-24 at the Speke Resort and Convention Centre in Munyonyo, Kampala, has solidified Uganda’s position as a leading tourism destination in East Africa. Under the theme “Tourism and Sustainable Transformation,” the ninth edition of POATE attracted over 450 exhibitors from 50 countries, including national tourism boards, travel agencies, and investors, fostering regional collaboration and showcasing Uganda’s cultural and natural treasures.
The expo highlighted Uganda’s ambition to double its tourism revenue from $1.6 billion to $1.9 billion annually. With a record 1.37 million international arrivals in 2024, a 7.7% increase from 2023, Uganda is nearing pre-COVID peaks. The event emphasized authentic experiences, from gorilla trekking in Bwindi Impenetrable Forest to cultural immersions with over 50 ethnic groups. Business-to-business sessions connected Ugandan operators with key markets like the UK, US, and Asia, driving investment and multi-country itineraries.
The “Tell Your Story – Explore Uganda” campaign, launched alongside POATE, encouraged locals and visitors to share personal tourism experiences, amplifying Uganda’s global appeal through storytelling. Lilly Ajarova, CEO of the Uganda Tourism Board, noted, “POATE is a bridge to showcase Uganda’s unique offerings and foster partnerships that elevate East African tourism.” Free Fan Parks in Kampala, Masindi, and Bweyogerere screened live events, engaging thousands of local supporters.
The Ugandan government’s Shs430 billion ($112 million) investment in tourism for 2025/26, announced during the expo, will enhance infrastructure, including roads and heritage sites like the Source of the Nile. POATE 2025 underscored Uganda’s commitment to sustainable tourism, positioning it as a must-visit destination in 2025.
