The Uganda Tourism Board has called for urgent conversion of engagements made at the POATE 2026 into investment-ready tourism projects, saying the sector is entering a critical phase of commercialisation and global positioning.
UTB Chief Executive Officer Juliana Kaggwa said POATE has continued to serve as a major platform for showcasing Uganda’s tourism potential and attracting both international and domestic partners into the country’s tourism value chain.
Reflecting on the expo, Kaggwa described it as a moment of national pride, saying it offers a comprehensive showcase of Uganda’s tourism assets.
“What a moment of pride for Uganda,” she said. “As I reflect on POATE 2026, I am reminded of what makes this platform so special. POATE is more than an expo; it is a window into the very best of what Uganda has to offer our people, culture, creativity, wildlife, hospitality, landscapes, cuisine, conservation efforts and entrepreneurial spirit all coming together to tell one story: the story of the Pearl of Africa.”
Kaggwa expressed appreciation to President Yoweri Museveni for attending the opening ceremony of the expo, saying his presence underscored government commitment to the tourism sector.
She also thanked tourism operators, conservationists, hospitality stakeholders, creatives, exhibitors, media, development partners, hosted buyers and Ugandans who participated in the event.
“The enthusiasm, collaboration and energy witnessed throughout this milestone edition were a powerful reminder that tourism and Uganda’s story belong to all of us,” Kaggwa said.
She further emphasized that Uganda’s tourism appeal goes beyond natural attractions, arguing that the country’s people remain its strongest tourism asset.
“While Uganda’s beauty is breathtaking, I continue to believe that our greatest attraction remains our people. The warmth, humour, resilience and hospitality of Ugandans are experiences no brochure or campaign can fully capture. They must be experienced,” she said.
Kaggwa said the momentum generated at POATE 2026 should be used to accelerate innovation, collaboration and investment across the tourism sector.
She urged stakeholders to build on discussions and partnerships formed during the expo and translate them into commercial opportunities that can drive sector growth.
“At Uganda Tourism Board, we are more convinced than ever that a new day dawns for our sector. It is now or never,” she said.
“It’s time to convert the great engagements we had with international and domestic players into bankable, commercial propositions.”
Tourism officials say POATE has become a key annual platform for linking Uganda’s tourism industry with global markets, promoting investment and positioning the country as a competitive destination under the “Pearl of Africa” brand.
UTB says it expects increased investor interest in Uganda’s wildlife, cultural and hospitality sectors following the 2026 edition of the expo.
