Day 3 of the Pearl of Africa Tourism Expo (POATE) 2025 focused on strengthening Uganda’s domestic tourism landscape, drawing key players from hospitality, media, and technology to share insights and innovations under the theme “Promoting Uganda as a Premier Tourism Destination.”
Jean-Philippe Bittencourt, General Manager of Sheraton Hotel Kampala, emphasized the importance of heritage and familiarity in hospitality. “Sheraton has grown with Uganda, and despite the Marriott acquisition, our identity remains intact and relatable to Ugandans,” he said, reinforcing the role of trusted local brands in promoting domestic travel.
Laura Kagame, Founder of Travel Neza, spotlighted the resilience and potential of local tourism. “During the COVID-19 lock downs, we saw a major rise in Ugandans exploring their own country,” she said. “We’re now investing in innovation with a new ‘travel now, pay later’ model to make domestic travel even more accessible.”
Representing the creative and media sector, Hassan Saleh, Managing Director of Multi Choice Uganda, shared how the company has been instrumental in amplifying Ugandan narratives.
“We’ve produced over 2,000 hours of local content and launched three dedicated Ugandan channels in the past three years,” he noted. “These stories are fueling a sense of pride and curiosity among young people, encouraging them to explore their own culture and land.”
James Byaruhanga, Managing Director of Roke Cloud, highlighted how technology is transforming tourism experiences. “Digital tools like e-SIMs, Augmented Realities, Virtual Realities, and advanced data analytics are redefining how we market destinations. The mobile phone is now our most powerful tourism tool,” he said, urging stakeholders to embrace digital transformation.
Ambassador Paul Mukumbya, Uganda’s Consul General in Mombasa, spoke on the critical role of Uganda’s diplomatic missions in regional tourism promotion. “Missions abroad are crucial touchpoints for promoting Uganda, especially within the East African community,” he emphasized.
Adding a cultural and social impact perspective, Miss Tourism Uganda, Lucky Bianca Atino, underscored how the pageant promotes local tourism while empowering the girl child. “We are not just showcasing beauty—we advocate for environmental conservation and community empowerment,” she said.
Ms. Yewagnesh Biriggwa, President of the Uganda Tourism Association concluded the session by noting the sector’s significant contribution to national employment. “With over 2,500 tourism enterprises supporting more than 8,300 jobs—68% of which are held by women and youth—domestic tourism is driving inclusive growth,” she stated.
As POATE 2025 continues, Day 3 has made a compelling case for increased investment in domestic tourism, proving that the future of Uganda’s tourism lies as much at home as it does abroad.