The Uganda Tourism Board (UTB) has launched preparations for the Pearl of Africa Tourism Exhibition (POATE) 2026, placing strong emphasis on commerce and the full range of experiences the country offers.
The launch, held on Friday at the Sheraton Kampala Hotel, introduced an exhibition that UTB says will highlight Uganda more comprehensively and monetise its offerings.
“This time we are not coming to just exhibit, but we are coming to sell Uganda,” UTB chief executive Juliana Kaggwa said.
Kaggwa urged private sector players to come ready to take bookings during the tenth edition of POATE. She said that unlike previous years, partner hotel Speke Resort Munyonyo has allowed for a food exhibition on the final day of POATE.
“We want the very best, I mean certified people to come and showcase the great Ugandan cuisines. We want UNBS-certified people so we can be sure we are getting the best,” she said.
Kaggwa also unveiled the theme “wanderlust” for POATE 2026, explaining its German roots and its reference to the desire to explore. She said the board intends to show that Uganda’s appeal extends beyond wildlife and landscapes to include culture, heritage, warm people, and food as essential parts of the national experience.
She noted that POATE 2026 will carry a strong business focus, with exhibitors expected to market their packages and secure firm bookings.
According to her, private sector players must come prepared to sell Uganda rather than simply showcase it, adding that the goal is to monetise the country’s appeal.
Kaggwa said UTB is engaging early with well-established top buyers and tourism professionals across the globe to participate in the exhibition.
She explained that attracting the right participants is key to strengthening POATE as a commercial platform and positioning Uganda more competitively in global tourism markets.
Tourism, Wildlife and Antiquities minister Paul Butime reaffirmed government commitment to the sector, saying investment, connectivity, infrastructure and marketing remain central to state support.
He said agencies such as Uganda Airlines, UTB and UWA continue to work together to maintain Uganda as a safe and appealing destination.
Butime said the wanderlust theme calls for broader thinking and smarter promotion, noting that today’s travellers seek meaning, quality, authenticity and connection in their journeys.
He said Uganda’s responsibility is to present its story clearly and consistently while expanding its presence on international tourism platforms.
POATE 2026 will take place in May. UTB will now focus on strengthening partnerships, improving connectivity and supporting conservation efforts as preparations continue.
