The 2025 edition of the Pearl of Africa Tourism Expo (POATE) officially opened with an energetic and colorful celebration showcasing the very best of Uganda’s culture, music, and tourism experiences.
The ninth edition kicked off with a strong focus on tourism and sustainable transformation, addressing pressing issues like climate change and reducing carbon footprints.
Held under the theme “Tourism for Sustainable Transformation”, the event aims to harness culture in a way that it does not distort but adds to the country’s product offerings.
In her remarks, Prime Minister Robinah Nabbanja,who represented President Museveni hailed the on-going East African regional tourism collaboration, noting that the over 3000 delegates in attendance signals an increasing global interest in Uganda.
“This expo stands as a gateway to not only Uganda but the larger East African Community and Africa, providing a vital platform for the formation of cross border networks, trade synergies and investmetnt opportunities that will benefit all participating nations”.
The event began with a vibrant welcome, featuring traditional dances, colorful displays, and the much-anticipated “Sounds of the Pearl” cultural showcase—a one-hour live production blending fashion, music, art, and storytelling.
This was followed by a panel led by Vivian Lyazi, the acting commissioner for Tourism Development,Samora Ssemakula-UTB Quality Assurance Manager, Ali Alibhai CEO-Talent Africa Group and Hillary Baguma-Brand Manager Main Stream Spirits Uganda Breweries Ltd.
They discussed about how do we harness culture and promote it in a way that does not distort the different offerings, but just be an addition to what Uganda offers.
The stage lit up with a fusion of vibrant performances from stars Tracy Melon, Ebrahim Soul’o, and Carsten, Navio and so many more showcasing the incredible talent Uganda has to offer.
Uganda’s untapped cultural potential is highlighted, aiming to promote culture as part of sustainable tourism.Efforts to diversify tourism include developing the entertainment and sports industries.The National Development Plan 4 emphasizes tourism as a key economic growth area, needing more investment.
Speaking at the opening,Ali Alibhai, a representative from Talent Africa, the official event production partner, emphasized the pivotal role of entertainment in tourism growth.
“Festival tourism and MICE tourism have the potential to bring in visitors from all over the world. People come for the music, the cultural events—and while they’re here, they tour the country, creating economic ripple effects in every corner,” he said.
This year’s POATE promises to be more immersive than ever. The Poate Festival Day, scheduled for later in the week, will transform the Street Resort into a cultural carnival featuring live performances by Blue 3, Winnie Nwagi, Abeeka Band, Crane Performers, Ssuna Ben, and others.
There will also be food courts, craft markets, fashion exhibitions, and family-friendly activities, turning the expo into a full-day destination for both locals and international visitors.
A dedicated “Tell Your Story” booth will allow Ugandans to share their cultural and personal heritage, while a stunning fashion exhibition produced by IGC will run alongside the main showcase, highlighting Uganda’s growing creative economy.
Adding to the sense of national pride, Brand Manager Uganda Waragi, Hillary Baguma , one of the event’s headline sponsors, passionately spoke about the product’s symbolic significance.
“Uganda Waragi is more than a drink—it is a cultural emblem. Wherever Ugandans go, they carry their identity with them, and often, that includes a bottle of Uganda Waragi. It has become a symbol of national pride and unity,”he remarked.
POATE 2025 has attracted hundreds of international buyers, investors, and media from around the globe. These visitors will not only experience Uganda’s natural beauty—from the source of the Nile to the mountain gorillas—but will also immerse themselves in a rich cultural narrative that is deeply Ugandan.
As the week unfolds, POATE will further position Uganda as the cultural heart of Africa—vibrant, authentic, and open to the world with over 50 countries in attendance and over 200 exhibitors,said Maj(rtd) Tom Butime,the Minister of Tourism Wildlife and Antiquities.