POATE 2026 to recognise tourism storytellers with new awards

KAMPALA - Conventional journalists, bloggers and content creators across Uganda’s tourism value chain are set to gain long-overdue recognition at the upcoming Pearl of Africa Tourism Expo (POATE) 2026.

The announcement, made during a media briefing in Kampala, signals a growing appreciation of the role storytelling plays in shaping the country’s tourism fortunes.

Speaking at the briefing on May 7, 2026, European Union Ambassador to Uganda Jan Sadek said the awards will celebrate excellence, innovation and sustainability within the sector - values that are increasingly defining global tourism.

“These awards are a reminder that in tourism, excellence must be celebrated, innovation treasured, and sustainability embraced. Tourism goes beyond economics. It builds bridges between cultures, promotes inclusive growth, and showcases Uganda’s unique attractions to the world,” he said. 

The recognition of media and digital creators reflects a broader shift within the industry.

As travellers increasingly rely on online content and personal narratives to make decisions, storytellers have become powerful ambassadors for “Destination Uganda.”

Their work influences perception, builds trust, and ultimately drives visitor numbers.
Sadek said the EU’s support for POATE is part of a wider partnership with Uganda focused on sustainable development, job creation, and private sector growth.

“This year’s POATE coincides with 50 years of EU - Uganda co-operation. It is an opportunity to promote a model of tourism that benefits host communities, particularly young people and women,” he added.

The EU has backed several initiatives aimed at strengthening Uganda’s tourism ecosystem, with investments estimated at €40 million. Among them is the WeExplore project, a €15.5 million programme implemented by Enabel, UNESCO, UNDP, and UNCDF.

The project seeks to position Uganda as a competitive global destination while promoting sustainable tourism practices.

At the same event, the Uganda Tourism Board (UTB) used the platform to address concerns about the country’s preparedness for major international events, including the upcoming Africa Cup of Nations (AFCON).

UTB deputy chief executive officer Samora Machel Semakula assured the media that accommodation facilities across the country have the capacity to host the expected influx of visitors.

However, he issued a pointed warning to hotel operators over the misrepresentation of standards.

“I urge hotel owners to stop branding their facilities as five-star when the quality of service does not match. Raising expectations and under-delivering damages not just individual businesses, but the reputation of Uganda as a destination,” Semakula said.

He emphasised that hotel grading goes beyond labels, involving a detailed assessment of location, accessibility, quality of food, bedding, parking, landscaping, lighting, furnishings, and overall service delivery.

The introduction of awards at POATE 2026, combined with calls for higher standards in hospitality, reflects a sector that is both expanding and maturing.

On one hand, there is a deliberate effort to elevate those who promote Uganda’s tourism story. On the other hand, there is growing recognition that the visitor experience must consistently match the promise.

As Uganda positions itself on the global tourism stage, the message from stakeholders is clear: credibility matters. Whether through compelling storytelling or quality service delivery, the country’s reputation will depend on how well it aligns expectations with experience.

POATE 2026, it appears, will not only be a marketplace for destinations -but also a platform for accountability and recognition within the industry.