TOURISM | POATE | UTB

KAMPALA - Uganda Tourism Board (UTB) is the official government destination market organization with the core responsibility of promoting and marketing Uganda, The Pearl of Africa as a preferred tourism destination, world over. 

With this mandate, The Board devises innovative strategies to promote our tourism sector to both domestic and international markets. 

In the past, on the domestic tourism front, such strategies have included Take on the Pearl, Explore Elgon, and Explore West currently happening. 

UTB has also appointed specialised marketing firms in Uganda’s key source markets who work closely with Uganda’s Embassies or Missions to market and position destination Uganda favourably. 

This year, April 26 to 29, 2023, in Kampala, Uganda is to host the Pearl of Africa Tourism Expo (POATE) 2023 which is both domestic and international expo. 

The New Vision’s Jacky Achan speaks to Daudi Migereko, the Chairman Board of Trustees at UTB, on what it is taking to market Uganda as a top tourism destination globally.

Q: The tourism sector was badly hit by the COVID 19 pandemic and as the government agency mandated to market Uganda, how far has the tourism sector moved towards full recovery?

A: Yes, the tourism sector was badly hit and grounded by Covid 19. However, we are now seeing a rebound in the tourism business in the country and globally. There is also significant growth in the domestic tourism numbers. Domestic tourist arrivals in our National Parks have increased from 158,458 in 2019/pre-Covid to 232,493 in 2022 which is a 46.7% increase in numbers. Also, the total contribution of domestic visitors to the parks has increased from 48.9% in 2019 to 63.2% in 2022.

▪ Uganda received 1.6M travelers in 2019 and revenue of 1.6bn. 

▪ However, in 2022, arrivals stood at 814,508 tourists who generated USD$0.736 billion. 

▪ UTB as the marketing agency of government has come up deliberate interventions to boost domestic tourism through the various domestic campaigns such as Take on the Pearl, Explore Elgon, Explore West (currently happening) and at the end of this month PAOTE 2023 will supplement these numerous efforts.

▪ UTB continues to partner and carry out an advocacy role with the various government Ministries, Departments and Agencies (including among other Ministry of Works and Transport, Uganda Airlines, Uganda Civil Aviation Authority and Uganda Communications Commision) in areas of tourism infrastructure improvement, accessibility and connectivity to enhance Uganda’s competitiveness as a tourism destination.

Q: Tell us more about the Pearl of Africa Tourism Expo (POATE2023)? Why is it significant, how is it aligned to UTB’s mandate and when and where is the expo?

A: The Pearl of Africa Tourism Expo (POATE) is a tourism Expo organized annually by the Uganda Tourism Board (UTB) and the Ministry of Tourism, Wildlife and Antiquities. We are supported by sister agencies such as UWA, UWEC, UHTTI plus the private sector. It brings together domestic, regional, and international tour operators, travel agents, destination agencies, hotel owners and various players/stakeholders in the tourism trade to network and facilitate tourism business.

It is a unique opportunity for tourism businesses to meet old and new clients, network, and market their services and products. Given the effects of the Covid -19 Pandemic to the tourism sector, POATE is an initiative intended to give extra impetus to the industry. This will create opportunities for growth of the sector, economy and country. It is one avenue of selling Uganda to Ugandans and the international community.

POATE 2023 is a physical event that will take place at the Commonwealth Resort in Munyonyo, Kampala from April 26 to 29, 2023. We expect 100 hosted buyers, 300 local and international exhibitors and many more visitors at the Expo. The first three days will focus on Business while the last day will open gates to consumers. 

Q: The Expo is organized under the theme: “Explore Uganda – The Pearl of Africa.” Why Explore Uganda?

A: Uganda launched the Explore Uganda destination brand in January 2022. Following this event, the brand has scooped numerous prestigious awards from South Africa, France, and Spain. The destination has also been endorsed by international media houses such as CNN, as one of the best destinations to visit in 2023. This is the right time to remind travelers in Uganda’s core and emerging source markets to explore Uganda – the Pearl of Africa. 

The expo will also be used as a springboard to further consolidate the voice of the brand; Explore Uganda, the Pearl of Africa to the domestic, regional and international markets. This should spur the desire and choice by travelers to experience an adventure of a lifetime; the diversity, the range, and depth, when they come and explore Uganda, the Pearl of Africa.

Q: What are some of the benefits or opportunities that these participants and the country will gain from being part of POATE 2023? 

A: The National Organizing Committee ( NOC) has identified 100 top Africa selling tour operators and tourism journalists also known as hosted buyers from our primary sources of tourists arrivals; from Africa (South Africa, Kenya, Tanzania, Rwanda, Nigeria, Ethiopia, Egypt), Germany speaking countries (Germany, Austria, Switzerland), United Kingdom, United States of America and Spain to explore Uganda – the Pearl of Africa and include our beautiful destination in their Africa itineraries in the next few months. That way, Uganda will receive more travelers plus the associated benefits including increased tourism revenue and employment. 

• Business partnerships will be created with our private sector and agencies.

▪ This POATE will be yet another opportunity to further popularize the Pearl of Africa brand to the country, Africa and the world. This has huge benefits and impact to the country. 

Q: For the many years of coordinating POATE, what has been the benefit? 

A: It has enhanced destination awareness and visibility, increased numbers of participants from all over the world, increased arrivals of tourists, increased revenue inflow and forex earnings, increased investment in the sector has been realized and increased employment opportunities have been created 

Q: What is special about POATE2023

A: All the Tourism Boards under EAC have indicated readiness to attend POATE. This will greatly enhance the marketing of EAC countries as a single destination. This will greatly boost tourism business for Uganda and East Africa. Our private sector should use POATE to tap into the available and emerging business opportunities. We should all take advantage of the seminars to acquire vital knowledge to benefit our businesses but also tap into the networks that are associated with such Expos. We all stand to benefit from the success of POATE 2023.