Uganda is gearing up for the 2025 edition of the Pearl of Africa Tourism Expo (POATE), with tourism experts positioning the event as a game-changer in transforming the country into a thriving, year-round tourism destination.
Organised by the Ministry of Tourism, Wildlife and Antiquities, POATE 2025 promises to be more than just an exhibition—it will be a global platform connecting tourism, investment, innovation, and inclusive development.
Rtd. Col. Tom Butime, Minister of Tourism, Wildlife and Antiquities, says the expo presents a golden opportunity for investors and development partners to tap into Uganda’s dynamic tourism investment portfolio, from eco-lodges to digital platforms.
“POATE 2025 offers a high-visibility platform for corporate sponsors to align their brands with sustainability, impact, and growth in East Africa’s fastest-growing tourism economy,” he noted.
The expo, scheduled for May 21–24, 2025, is expected to draw a robust international audience. Organisers project the participation of 88 hosted buyers from over 24 key source markets, including the United States, United Kingdom, Germany, France, India, South Africa, and Nigeria.
More than 100 exhibitors will showcase Uganda’s top tourism products, with delegations from over 60 countries and thousands of domestic tourists and public visitors expected to attend.
Bradford Ochieng, Acting CEO of the Uganda Tourism Board, emphasised that POATE 2025 will be a launchpad for repositioning Uganda as a globally competitive, proudly African destination.
“Our goal is to transform Uganda into a year-round tourism economy. POATE is the ignition point that connects investors to projects, travellers to experiences, and ideas to action,” he explained.
Tourism already contributes 5.5% to Uganda’s GDP and supports over 750,000 jobs—58% held by women and 77% by youth.
According to Doreen Katusiime, Permanent Secretary at the Ministry of Tourism, Wildlife and Antiquities, POATE 2025 will also be an avenue to promote youth inclusion in tourism innovation, entrepreneurship, and promotion.
“This event is not just a showcase; it’s a platform for the next generation of tourism leaders,” she said.
Uganda, fondly known as the Pearl of Africa, offers a rich mix of biodiversity, adventure, and culture. Home to over half of the world’s mountain gorillas, 11% of the world’s bird species, and Africa’s iconic Big Five, Uganda stands as one of the continent’s most diverse and compact tourism destinations.
From the misty forests of Bwindi to the snowy peaks of the Rwenzori Mountains and the vibrant cultures of Karamoja, Uganda offers authentic African experiences unmatched elsewhere.
The four-day POATE 2025 program is strategically designed to deliver maximum engagement. It kicks off on May 21 with a Regional Tourism Conference and an official opening. May 22 will feature B2B meetings, an Investment Forum, and a Business Gala. On May 23, a Destination Marketing Symposium and Cultural Night will take centre stage, with the final day—May 24—dedicated to a public Expo Day spotlighting community and youth engagement.
With high-level participation and a focus on sustainable tourism, POATE 2025 aims to redefine Uganda’s place on the global tourism map.