Uganda is abuzz with excitement as the Pearl of Africa Tourism Expo (POATE 2025) officially kicks off this week, drawing hundreds of tourism professionals, investors, media, and cultural enthusiasts from across the globe to Kampala.
Hosted by the Ministry of Tourism, Wildlife and Antiquities (MTWA) in partnership with the Uganda Tourism Board (UTB), this year’s expo, taking place from May 21–24 at the newly expanded Speke Resort Convention Centre in Munyonyo, is themed “Tourism & Sustainable Transformation.”
It positions Uganda at the epicenter of a renewed global focus on sustainable travel, investment, and regional integration.
A Global Convergence
Over 88 hosted buyers from 24 countries—including the United States, UK, Germany, France, India, and South Africa—have already landed in the country, with delegations from more than 60 nations confirmed. The expo is set to feature more than 100 exhibitors showcasing Uganda’s unique and diverse tourism offerings, from wildlife safaris and cultural heritage to adventure and wellness travel.
“This year’s POATE is a celebration of what we have achieved as a tourism sector and an invitation to explore how we can grow further,” said Rtd. Col. Tom Butiime, Uganda’s Minister of Tourism. “We’re showcasing Uganda not just as a breathtaking destination, but as a hub for strategic partnerships and innovative investment.”
A Powerhouse of Opportunities
POATE 2025 is more than just a trade show—it’s a platform for transformation. Investors and development partners will be presented with a pipeline of viable projects, ranging from eco-lodges to digital travel innovations. Government leaders, policymakers, and corporate sponsors will engage in high-level dialogues on sustainability, integration, and regional growth.
“POATE is where tourism meets trade, investment, and innovation,” said Bradford Ochieng, Acting CEO of UTB. “Our goal is to reimagine Uganda as a globally competitive, proudly African destination—and POATE is the ignition point.”
Inclusive, Impact-Driven Tourism
With the sector contributing 5.5% to Uganda’s GDP and employing over 750,000 people—77% of them youth and 58% women—POATE 2025 underscores the role of tourism in inclusive economic development.
Ms. Doreen Katusiime, Permanent Secretary at MTWA, emphasized the expo’s focus on youth: “POATE is a springboard for the next generation of tourism leaders. We are making space for young people to innovate, create, and lead.”
A Four-Day Showcase
The expo program is packed with impact-focused sessions, including:
- May 21: Regional Tourism Conference & Opening Ceremony
- May 22: B2B Marketplace, Tourism Investment Forum & Business Networking Gala
- May 23: Destination Marketing Symposium & Cultural Night
- May 24: Public Expo Day focused on youth, families, and community engagement
From business matchmaking to cultural showcases, POATE 2025 offers value for every participant—tour operators, investors, policymakers, influencers, and the general public.
A Nation Ready to Shine
Described by Winston Churchill as the “Pearl of Africa,” Uganda’s unique blend of biodiversity, adventure, and culture is capturing the imagination of travelers and investors alike. The country boasts more than half of the world’s mountain gorillas, 11% of all bird species, and iconic landscapes from the Rwenzori Mountains to the Nile.
“POATE remains a critical business platform,” said Yogi Biriggwa, President of the Uganda Tourism Association (UTA). “It connects us to global markets and drives real growth. What’s different this year is the intentionality—government and private sector are truly moving together.”
Join the Movement
Organisers are calling on all stakeholders—local and international—to be part of this transformative experience. “Whether you’re a buyer, investor, traveler, or storyteller, Uganda is ready for you,” reads a joint statement from the UTB and MTWA.
Interested participants can register at www.poate2025.com and follow live updates using the hashtags #POATE2025 and #ExploreUganda.
Uganda has opened its doors. The world is arriving. And POATE 2025 is where the next big opportunity begins.