POATE 2026: Museveni graces tourism expo, Uganda targets visitor surge
Speaking at the event, UTB chairperson Pearl Hoareau Kakooza said Uganda’s tourism sector was registering significant growth, driven by aggressive destination marketing and renewed international interest in the country.
President Yoweri Museveni poses for a photo with Tarya Birungi, a 12-year-old environmental activist and her mother during the Pearl of Africa Tourism Expo at Speke Resort Munyonyo on Thursday. (PPU Photos)
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President Yoweri Museveni on Thursday graced the 10th edition of the Pearl of Africa Tourism Expo (POATE) at Speke Resort Munyonyo in Kampala.
It is Uganda’s flagship tourism and trade exhibition, organised by the Uganda Tourism Board (UTB).
The expo has drawn delegates, buyers and tourism stakeholders from over 40 countries, as Uganda positions itself to tap into growing global tourism opportunities and preparations for AFCON 2027, which it will co-host with East African neighbours Kenya and Tanzania.
Some of the guests who turned up for the Pearl Of Africa Tourism Expo at Speke Resort Munyonyo listening to President Museveni's address on Thursday.
Speaking at the event, UTB chairperson Pearl Hoareau Kakooza said Uganda’s tourism sector was registering significant growth, driven by aggressive destination marketing and renewed international interest in the country.
“Uganda has enjoyed a 19.7% increase in international tourist arrivals,” she said, adding that tourism earnings rose from sh4.850 trillion in 2024 to sh5.829 trillion in 2025.
Kakooza revealed that European tourist arrivals increased by 108%, translating into over 116,000 visitors, while African arrivals grew by 6% to 1.3 million tourists.
“Uganda and Kenya are each other’s biggest source markets."
She said the 12% increase in the tourism budget for the 2025/2026 financial year would strengthen destination promotion efforts.
Under Uganda’s AFCON 2027 preparations, Kakooza said the country had secured tourism branding rights linked to the continental football tournament.
“We expect to not even double, but triple the number of our visitors next year because of AFCON 2027."
Meanwhile, Uganda Tourism Association president Yogi Birigwa praised the government for maintaining peace and stability, describing it as the backbone of Uganda’s tourism growth.
President Museveni shares a photo moment with some of the cultural leaders from Africa during the Pearl of Africa Tourism Expo at Speke Resort Munyonyo on Thursday. 
“This is the foundation upon which tourism thrives,” she said, noting that tourism continues to contribute significantly to employment, foreign exchange earnings and investment.
Birigwa urged government to operationalise a dedicated tourism fund accessible to private sector players to strengthen destination marketing and improve competitiveness.
“This is not just support; it’s an investment in a sector that delivers jobs, foreign exchange and inclusive growth."
Every year, POATE, Uganda’s premier tourism marketing platform, brings together international buyers, investors, tour operators, hoteliers and travel media to promote the country as a leading tourism destination in Africa.