The Ministry of Tourism, Wildlife, and Antiquities, in partnership with the Uganda Tourism Board (UTB), has officially launched the 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025 at Speke Commonwealth Resort Munyonyo.
The highly anticipated event, scheduled for later this year, aims to reinforce Uganda’s position as a leading tourism destination within the East African region and beyond.
Speaking at the launch, the Hon. Col. Tom R. Butime, Minister of Tourism, Wildlife, and Antiquities, emphasized Uganda’s commitment to sustainable tourism growth and global market expansion. “POATE has evolved into a premier platform that not only promotes Uganda’s unique tourism offerings but also strengthens our position as a key player in the global travel industry. The 2025 edition will build on previous successes, driving international partnerships, investments, and economic impact.”
POATE continues to be a key pillar in Uganda’s tourism strategy, offering a vital networking and business matchmaking platform for industry stakeholders, buyers, investors, and media professionals. The expo plays a crucial role in Uganda’s Tenfold Growth Strategy, a government initiative aimed at increasing tourism’s contribution to the country’s GDP tenfold in the coming years.
POATE 2025 is centered around the theme “Tourism and Sustainable Transformation,” highlighting two key areas: Greening the tourism value chain to ensure environmentally responsible growth. Embracing digital transformation to enhance tourism services and boost Uganda’s global competitiveness.
The Minister noted that the focus on sustainability will ensure the preservation of Uganda’s rich cultural heritage, biodiversity, and economic benefits for future generations. The Pearl of Africa Tourism Expo will showcase Uganda’s commitment to sustainable tourism through strategic partnerships, conservation initiatives, and eco-friendly travel experiences.
As part of the buildup to POATE 2025, the government has also unveiled the ‘Explore Uganda, Tell Your Story’ Campaign. This initiative encourages Ugandans to visit key attractions and share their experiences through social media, using designated hashtags.
The campaign aims to enhance domestic tourism, increase visibility, and generate authentic storytelling around Uganda’s diverse attractions.
Ms. Lilly Ajarova, CEO of Uganda Tourism Board, emphasized that POATE 2025 will be a dynamic and impactful event, building on the overwhelming success of previous editions. “Last year, we welcomed 230 exhibitors, 59 hosted buyers, 505 seminar participants, 423 trade visitors, and over 3,000 consumers. These numbers reflect growing global interest in Uganda’s tourism sector. This year, we anticipate an even greater turnout, offering new opportunities for businesses and stakeholders.”
The CEO further highlighted UTB’s intensified marketing efforts in international and regional markets to elevate Uganda’s visibility. POATE 2025 will serve as a platform to attract international tour operators, travel buyers, and investors, facilitating B2B and B2C networking, business linkages, and tourism sector growth.
The Ministry of Tourism, Wildlife, and Antiquities, together with Uganda Tourism Board, invites all industry players, including tour operators, airlines, hoteliers, and service providers, to actively participate in POATE 2025. The event presents a golden opportunity to engage with global buyers, attract investment, and explore new frontiers in tourism innovation.
“As we launch POATE 2025, let us work together to unlock Uganda’s full tourism potential and position our country as the destination of choice for travellers worldwide,” Ms. Ajarova concluded.
