The Pearl of Africa Tourism Expo (POATE) is Uganda’s flagship annual travel trade show, organized by the Ministry of Tourism and the Uganda Tourism Board. Launched in 2017, the expo aims to market Uganda’s unique attractions and increase its global and domestic visitor numbers.
In 2025, POATE returned to Speke Resort Munyonyo in Kampala for its ninth edition, under the theme “Tourism and Sustainable Transformation.” The event brought together travel agents, tour operators, hoteliers, government officials, media, and international buyers for a vibrant three-day networking experience.
Tourism is a key sector for Uganda, contributing around 5% to the national GDP. POATE has been hailed as one of the region’s most influential expos in driving tourism growth.
Opening Ceremony: Leadership Voices Support Sustainable Tourism
The expo officially opened on May 21, 2025, with Prime Minister Robinah Nabbanja presiding over the ceremony on behalf of President Yoweri Museveni. In her speech, Nabbanja described POATE as “one of the most influential regional expos” and a crucial meeting point for global tourism stakeholders.
Tourism Minister Tom Butime echoed the sentiment, saying the expo provides valuable networking and investment opportunities. He encouraged participants to look beyond the event and explore Uganda’s natural wonders, including the snow-capped Rwenzori Mountains and the source of the Nile.
The opening was attended by high-ranking officials, including Deputy Prime Minister Moses Ali, State Minister for Tourism Martin Mugarra, and several private sector leaders. The message was clear: Uganda is open for tourism and ready to lead in green and digital transformation.
A Celebration of Culture: Dance, Music, and Fashion
The first day began with a vibrant display of Uganda’s rich cultural heritage. The youthful Crane Performers captivated the audience with traditional dances, colorful costumes, and live percussion.
The highlight of the cultural segment was the “Sounds of the Pearl” show — a 55-minute live musical journey narrated by hip-hop artist Navio, featuring actor Walter Ruva as a young traveler guided by the “Mother Pearl,” portrayed by singer Suzan Kerunen. The show blended music, dance, and fashion, showcasing the diversity and beauty of Uganda’s traditions.
This cultural integration reminded delegates that Uganda’s tourism strength lies not only in its landscapes but also in its people and heritage.
Business Sessions and Networking Opportunities
After the opening ceremony, the expo transitioned into industry-focused sessions and business-to-business (B2B) meetings.
Two key seminars focused on sustainability:
- Sustainable Tourism Development
- Sustainable Tour Operations and Accommodation
These discussions aligned with the expo’s theme and addressed eco-friendly practices such as reducing carbon footprints and climate adaptation in travel operations.
Later that evening, international media and travel agents participated in the “Kampala Night” city tour, enjoying Ugandan food, music, and views of the capital’s landmarks from open-roof buses. This lively city experience added a personal touch to the business-heavy day.
Exhibitions: Uganda on Global Display
The expo halls welcomed over 1,000 participants and hosted 260+ exhibitor booths, featuring companies from across Africa and beyond.
Regional neighbors such as Kenya, Rwanda, Tanzania, and South Sudan were well-represented, along with delegations from South Africa, Egypt, Zimbabwe, and markets like the UK, USA, and Asia.
Ugandan businesses took center stage, with dozens showcasing:
- Safari experiences
- Cultural tours
- Luxury lodges
- National park access
Local firms like Usoke Explorers, a Kampala-based safari company, used the platform to promote adventure travel and wildlife tours, offering sample itineraries and gorilla trekking options.
Officials emphasized that these connections would generate long-term business partnerships and attract more tourists in the coming year.
Expo Theme: Greening the Future of Tourism
POATE 2025 emphasized “Tourism and Sustainable Transformation” throughout its programming and venue design. The Ministry of Tourism highlighted two goals:
- Greening the tourism value chain
- Embracing digital innovation
Sessions promoted eco-lodges, conservation initiatives, and technology adoption such as cashless transactions and digital marketing.
This theme tied in with Uganda’s new campaign:
“Explore Uganda, Tell Your Story” – encouraging locals to travel domestically and share their adventures online.
Together, the expo and the campaign aim to boost both inbound and domestic tourism.
What’s Next: A Week of Insights and Celebration
As POATE continues, Days 2 and 3 promise deeper engagement:
- Day 2 (May 22): Focus on investment. Business mogul Sudhir Ruparelia will deliver a keynote on funding the tourism sector. A panel featuring World Bank experts and agencies like UIA and URA will follow.
- Day 3: Spotlight on marketing and partnerships, with talks from MTN Uganda CEO Sylvia Mulinge and POATE organizer Aly Alibhai, among others.
- Finale: The week will close with the Pearl Festival, celebrating Ugandan cuisine, dance, and fashion — leaving visitors with an unforgettable experience of Uganda’s vibrant culture.
Final Word
POATE 2025 has once again proven why Uganda is truly the Pearl of Africa. With a successful mix of policy discussion, cultural celebration, and tourism business growth, the expo is set to yield meaningful results.
As one participant put it, “This isn’t just an expo – it’s a platform for progress.”
