Tourism ministry unveils POATE 2025

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The 9th edition of the Pearl of Africa Tourism Expo (POATE) has been unveiled.

Set to take place at Speke Resort and Convention Centre in Munyonyo in Kampala from 21st to 24th May 2025, the expo is expected to draw over 70 selected international buyers, over 5,000 trade visitors, and a diverse range of exhibitors from around the world, according to officials.

Doreen Kansiime, the Ministry of Tourism Permanent Secretary, who launched the Expo on behalf of the Tourism minister, Tom Butime, said the expo will enable robust Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions.

“The expo will be a one-stop center for those intending to invest in Uganda’s tourism industry, those trying to get buyers for their tourism-related products, as well as enthusiasts who have come to believe in Uganda’s tourism potential,” said Kansiime.

She said this year’s expo, which will be held under the theme "Tourism and Sustainable Transformation," aims to bring together tourism stakeholders, international buyers, investors and media representatives to experience the diverse offerings of Uganda's tourism sector.

“The event will also serve as a platform to showcase Uganda’s unique attractions and experiences, enhancing its visibility on the international tourism map,” she said.

Kansiime said this time around, the expo is being organized by the Ministry of Tourism, Wildlife and Antiquities (MTWA), together with its Agencies including the Uganda Tourism Board, Uganda Wildlife Authority, Uganda Hotel and Tourism Training Institute, Uganda Wildlife Research and Training Institute, Uganda Museum and the Uganda Wildlife Conservation Education Centre in partnership with Talent Africa Group.

She also launched the “Tell Your Story – Explore Uganda” Campaign, an initiative that encourages Ugandans to share their most captivating tourism experiences through videos, photos and written content.

“This campaign aims to foster nationwide engagement in domestic tourism, inviting citizens to narrate their unique experiences and promote the beauty of Uganda’s landscapes and cultures through an immersive audio-visual journey,” said Kansiime.

She noted that the expo’s theme is at the heart of the country’s vision, saying, “Uganda is positioning itself as one of Africa’s leading champions of sustainable tourism, ensuring long-term benefits for both the local communities and environment.”

Lilly Ajarova, the CEO of the Uganda Tourism Board (UTB), the expo will play a great role in promoting Uganda as the top global travel destination.

“Our vision is to connect people and create opportunities for sustainable growth and markets. This expo will reinforce our commitment to responsible tourism, fostering collaborations and investment opportunities that drive long-term industry growth,” she said.

She further said that Uganda is now known as an eco-tourism destination which gives a lot of value to the country because a global traveler is looking for a sustainable destination.

POATE is an annual flagship event designed to position Uganda as a leading global tourism destination.

The expo provides an invaluable platform for industry players to engage in high-level networking, create business partnerships, and explore investment opportunities.