Over 120 POATE hosted buyers immersed in Uganda's beauty

A total of 123 hosted buyers, including media personnel, remain immersed in Uganda's beauty, a destination where remarkable biodiversity, dramatic landscapes and rich cultural heritage meet in one place.

Drawn from different countries across the globe, the hosted buyers began their tour on May 14, 2026, ahead of the country's signature Pearl of Africa Tourism Expo (POATE).

A hosted buyer is a senior decision maker responsible for influencing the purchasing in their organisation, and potential customers to new itineraries and destinations.

Divided into six groups, this year's POATE hosted buyers took to different, though overlapping tourism destinations around Uganda as well as checking out the licensed accommodation and hospitality facilities.

Uganda is a country where nature writes its most beautiful stories. Tucked in the heart of Eastern Africa, it is a place where mist-covered mountains shelter the unique mountain gorillas, powerful waterfalls carve through ancient landscapes and vast savannahs team with wildlife.

From the rhythmic flow of the River Nile's source to the infectious smiles of its people, Uganda offers more than a destination.

Nearly every group of the 123 hosted buyers has visited Bwindi Impenetrable National Park for premium experience of tracking the mountain gorillas, across the four sectors of the forested park. Among other destinations are Lake Mburo, Murchison Falls, Kibale and Queen Elizabeth national parks.

Part of the hosted media enroute Western Uganda for wildlife immersion, having a stop-over at the Kayabwe equator monument. (Credit: Julius Luwemba)

Rolf Müller, a Switzerland-born professional photographer who is currently staying in Brazil, is visiting Uganda for the second time. Describing his experience with the gorilla family of 'Posho' in Nkuringo sector, he expressed that the experience this time was more rewarding.

"Tourism is not a matter of just ticking items and experiences off the bucket list. Every trip comes with a unique experience, just like this time, the gorilla family gave us a very rewarding show, especially when the Silverback sat in an open space with less vegetation cover and went about minding its own business," Muller said.

The rotational tour also saw an adventure immersion by some groups in Mabira zip-lining spree, whereas others triggered their adrenaline on the Lake Bunyonyi zip-line.

"Every sunrise over Uganda's rolling hills and every encounter will leave lasting memories for the visitors," Simplicious Gessa, the spokesperson for Uganda Tourism Board (UTB) expressed. He further stated that upon the completion of the six-day tour around the country, all the hosted buyers and international media personnel will take part in POATE slated for May 21-23.

President Museveni to grace POATE

In a letter addressed to the tourism minister on May 6, principal private secretary Gloria Asio Omaswa confirmed President Museveni's attendance at POATE.

"We are pleased to confirm that His Excellency, the president, will officiate at the opening of the 10th POATE 2026. He will attend the expo at the Commonwealth Resort, Munyonyo," the letter read in part.

The hosted Media group during their visit to Lake Mburo national park. (Credit: Julius Luwemba)

About POATE

The Pearl of Africa Tourism Expo is an annual tourism and travel trade show organised by the Uganda Tourism Board (UTB). Each year, the expo brings together tourism value chain actors and stakeholders under the business-to-business (B2B) and business to consumer (B2C) formats for networking opportunities and business deals.

According to UTB chief executive officer Juliana Kagwa, this year's 10th edition of POATE will further position Uganda as a leading destination for sustainable, inclusive and community-led tourism.

"This year we are having more exhibitors, higher-value hosted buyers with stronger conversion potential and long-term partnership opportunities, more registered delegates, and more trade visitors registered," Kagwa noted.

She remarked that this year's POATE has improved its digital footprint with higher engagement and reach.

"We have also secured a partnership with the European Union for the POATE closing ceremony with sustainable tourism awards," Kagwa said.

After several tourism-related discussions and conferences, this year's POATE will also see guests immersed in a cultural experience at Ndere centre, followed by a guided nightlife and hospitality experience in Kampala, as well as a culinary experience and exhibition on the final day of the expo.