Uganda is once again poised to take centre stage in Africa’s tourism and business events calendar as the Pearl of Africa Tourism Expo (POATE) 2025 returns with a renewed focus on Meetings, Incentives, Conferences, and Exhibitions (MICE). Please Visit : www.utb.go.ug/poate2025
Set to be held from May 23–25, 2025, in Kampala, this year’s expo is themed “Experience Uganda: Where Business Meets Leisure”, and it’s shaping up to be a must-attend event for global tourism professionals and investors in the MICE sector.
POATE 2025 is being organised by the Uganda Tourism Board (UTB) and will bring together tour operators, destination management companies, event organisers, corporate buyers, and government stakeholders from across Africa and beyond.
It serves as a strategic platform to showcase Uganda’s growing capacity and potential to host high-level business events and conferences. Watch this Video https://youtu.be/8PaUAo0-XSw
A Strategic Spotlight on MICE
Uganda’s MICE sector has witnessed steady growth in recent years, thanks to infrastructural upgrades, improved air connectivity, and a surge in government-private sector collaboration.
The country has hosted major regional events including the Non-Aligned Movement (NAM) and G77 Summits in early 2024, which reaffirmed its capacity to manage high-calibre international conferences.
“POATE 2025 is not just a tourism expo—it’s a declaration that Uganda is open for big business,” said Lilly Ajarova, CEO of the Uganda Tourism Board. “We are strategically positioning Uganda as Africa’s premier MICE destination, and this year’s expo will demonstrate the unique value we bring to the global business events market.”
The profound impact of hosting significant events like the Non-Aligned Movement and the G77 +China Summit was a strategic move to elevate Uganda’s profile in areas of professionalism, economic, and infrastructural development.
The MICE industry presents platforms to explore and exhibit local tourism products, achievements, and capabilities to a diverse global audience. This exposure is a catalyst for attracting investments, fostering international collaborations, and boosting the tourism industry.
The influx of delegates and participants during these summits not only benefits the capital, but also ripples through the local economies. From accommodations to local businesses, the economic impact is substantial, contributing to sustainable growth and development.
Key Attractions and Highlights
- MICE Pavilion: A dedicated section for business tourism stakeholders to network and showcase services.
- B2B and B2G Meetings: Structured meetings between international buyers, government agencies, and local service providers.
- Site Visits: Delegates will tour key MICE-ready venues such as the Speke Resort Munyonyo, Serena Conference Centre, and the Uganda Convention Bureau.
- Workshops and Panel Discussions: Topics will include sustainable tourism, destination marketing, digital innovations in event planning, and leveraging public-private partnerships.
Uganda’s Competitive Advantage
With a rich cultural heritage, year-round temperate climate, and natural attractions ranging from the source of the Nile to gorilla trekking in Bwindi, Uganda offers the perfect blend of business and leisure. Kampala’s fast-growing hospitality sector, including high-end hotels and modern conference facilities, enhances the country’s appeal as a top MICE destination.
“After attending major expos in Berlin, Dubai, and Nairobi, I can confidently say POATE has matured into a world-class event,” said Maria Hernandez, an international MICE buyer from Spain. “Uganda’s mix of professionalism, warmth, and untapped potential makes it a truly compelling choice.”
A Call to Action
Tourism stakeholders, event organizers, corporate travel planners, and government agencies are strongly encouraged to attend POATE 2025. The event is expected to draw over 5,000 local and international delegates, further cementing Uganda’s status on the global MICE map.
Registration is now open via the Uganda Tourism Board website. With limited exhibition and networking slots, early booking is advised.