Uganda has launched the 2025 edition of its biggest tourism expo, named Pearl of Africa Tourism Expo(POATE)
The 2025 POATE was launched at Speke Convention Centre in Munyonyo.
Speaking during the opening ceremony, Tourism Minister, Tom Butime said POATE is Uganda’s flagship tourism
marketing platform, designed to connect local tourism businesses with international buyers, investors, and media.
"Over the years, it has grown into a regional brand, affirming Uganda’s position as a leading tourism destination in Africa,"Butime said.
He said that leading up to Yesterday's opening, several activities have already taken place. including familiarization trips for over 100 international hosted buyers and media representatives, allowing them to explore Uganda’s diverse offerings from the mountain gorillas of Bwindi to the wild savannahs of Kidepo, the adventure of the Nile, and the serenity
of Lake Bunyonyi.
"The feedback has been overwhelmingly positive, and we are confident that many of these experiences will soon be shared with the world."
"Expos like POATE are a proven model for tourism development globally. In an era of digital transformation, shifting traveler preferences, and fierce global competition, face-to-face engagement remains a powerful tool. They
allow us to tell our story, demonstrate our value, and attract targeted, high-quality visitors and investors. Uganda has a compelling story to tell and we are writing a bold new chapter."
The minister said government has prioritized infrastructure development, including expanded road networks, enhanced air connectivity, and digital access to key tourism sites.
"We are also fast- tracking the development of new tourism products such as cultural heritage trails, community tourism, agro-tourism, and meetings and events (MICE) tourism. We are investing in training, standards, and sustainable tourism practices to ensure our industry remains competitive and inclusive."
Prime Robinah Nabbanja
This year's edition will run under the theme: ‘Tourism and Sustainable Transformation’.
Prime Minister, Robinah Nabbanja spoke to the theme, arguing that tourism must transform itself into a force for inclusive growth, climate resilience, and technological advancement.
"The Pearl of Africa Tourism Expo has grown into more than just Uganda’s flagship tourism event. It has become one of the most influential regional expos, drawing together tourism stakeholders, business leaders, media, and investors from all corners of the globe," she said.
She noted that the participation of over 3,000 delegates from more than 50 countries this year is a powerful demonstration of the value of partnership and the increasing global interest in Uganda and the East African region.
The expo is a platform for tourism stakeholders to meet new clients, network, and discuss business deals.