Uganda Holds Largest Ever Tourism Event in Kampala

MUNYONYO, KAMPALA

Uganda has hailed the success of its largest ever tourism event as the annual Pearl of Africa Tourism Expo (POATE) hosted a record number of visitors to the three-day event held in the capital Kampala.

Held under the theme “Tourism and Sustainable Transformation,” this year’s Expo brought together tourism stakeholders, industry professionals, international delegates and media to showcase Uganda’s diverse tourism offerings and discuss the sector’s role in driving sustainable development.

During the Expo, various investment opportunities were showcased, including infrastructure improvements, accommodation development, park expansion, and conservation efforts. It also highlighted how the country is now utilizing technology through the electronic Investors Protection Portal to provide authentic information and guidelines for investors and tourists considering investments in Uganda.

Mr Tom Butime, the Minister of Tourism, Wildlife and Antiquities, noted that POATE is more than just an event. It is Uganda’s flagship tourism marketing platform, designed to connect local tourism businesses with international buyers, investors, and media. Over the years, it has grown into a regional brand, affirming Uganda’s position as a leading tourism destination in Africa.

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“We have hosted Familiarization (FAM) trips for over 100 international hosted buyers and media representatives, allowing them to explore Uganda’s diverse offerings from the mountain gorillas of Bwindi to the wild savannahs of Kidepo, the adventure of the Nile, and the serenity of Lake Bunyonyi. The feedback has been overwhelmingly positive, and we are confident that many of these experiences will soon be shared with the world,” Butime said.

The Ministry of Tourism, Wildlife and Antiquities had staged the 9th Edition of the Expo at Speke Resort Munyonyo and Convention Centre in partnership with its key agencies, including the Uganda Tourism Board (UTB), Uganda Wildlife Authority (UWA), Uganda Wildlife Research and Training Institute (UWRTI), Uganda Hotel and Tourism Training Institute (UHTTI), and Uganda Wildlife Conservation Education Centre (UWEC).

Mr. Vivian Lyazzi, the Acting Commissioner of Tourism Development at the Ministry of Tourism, Wildlife, and Antiquities (MTWA), told attendess, “One of the major highlights of this year’s POATE is our commitment to sustainable transformation.

As part of our sustainability initiatives, we are actively discouraging the use of single-use plastic bottles and promoting reusable materials to minimize waste and reduce our environmental impact. Furthermore, a key focus of the exhibition has been effective waste management, ensuring we maintain a clean and healthy environment. This initiative not only benefits us but also attracts visitors who value cleanliness and sustainability.”

Uganda’s largest tourism event commenced on Wednesday, May 21, 2025, marking the start of a three-day Expo that brought together key tourism stakeholders from across the region. The opening day featured a press conference and a Regional Tourism Conference, where Regional industry leaders engaged in meaningful discussions on joint tourism promotion, strategic partnerships, and leveraging opportunities for regional tourism growth. The conversations centered on building synergies, strengthening collaborations, and leveraging complementarity to drive sustainable development in the tourism sector across East Africa and beyond.

Activities continued, Thursday, 22nd, and Friday, 23rd May, with in-depth dialogues on investment in tourism, destination marketing, and innovative approaches to promote Uganda as a top-tier tourism destination.

The Expo culminated in a vibrant Tourism Festival on Saturday, 24th May 2025, celebrating Uganda’s rich cultural heritage, music, cuisine, and attractions, offering both domestic and international visitors a memorable experience and a glimpse into the Pearl of Africa’s tourism potential.

The tourism sector in Uganda is steadily recovering from the effects of COVID-19. In 2024 alone, the tourism sector supported over 803,000 jobs, contributing 7.2% to national GDP. Remarkably, 68% of these jobs were held by women and youth, reaffirming the inclusive and empowering nature of tourism in Uganda.

Uganda has now transitioned into the implementation phase of the National Development Plan IV (NDP IV). At the heart of this plan lies the country’s collective ambition, which is economic transformation and sustained growth. Among the key drivers of this transformation is tourism, a low-hanging fruit with immense potential to stimulate inclusive development. To harness this potential, the country is now working to focus on attracting more visitors to its destinations while also investing intentionally in these areas.

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POATE 2025 was established as a multi-stakeholder platform that provides value and visibility to a diverse range of participants. It is targeted at both international and regional hosted buyers, including tour operators, destination management companies (DMCs), luxury travel agents, and travel designers seeking new and authentic African experiences. Additionally, it greatly benefits Ugandan and East African tour operators and travel agents by offering them an opportunity to showcase their products, build new partnerships, and expand their market reach.

The Expo concluded with a grand festival known as the Pearl of Africa Tourism Expo Music and Cultural Festival. The event featured a boating regatta and performances by several artists, including the Abeeka Band, crane performers, Aliddeki Brian, Otim Alpha, Madrat, and Chiko. IGC Fashion showcased designs, and popular artists like Winnie Nwagi, Blu 3, and Suuna Ben delivered exciting performances. Comedian Salvador, along with Adele Kiele and Sheila Gashumba, served as the official emcees for the evening, bringing a lively atmosphere to the celebration.