The 9th edition of the Pearl of Africa Tourism Expo (POATE) is in full swing at the Speke Resort Convention Centre in Munyonyo, drawing international attention to Uganda’s rising profile as a leading destination for sustainable tourism and investment in Africa.
Running from May 21 to 24, 2025, this year’s expo is themed “Tourism and Sustainable Transformation,” a bold call to re-imagine travel as a force for conservation, community development, and economic growth. Organized by the Uganda Tourism Board (UTB), POATE 2025 has brought together over 300 exhibitors and thousands of visitors from across the continent and beyond.
The event serves as a critical platform to highlight Uganda’s diverse tourism offerings, from its world-renowned wildlife and landscapes to its rich cultural heritage and untapped investment opportunities.
Speaking at the event, Stephen Masaba, Director of Tourism at the Uganda Wildlife Authority, emphasized the critical importance of embracing environmentally responsible tourism as a cornerstone for sustainable growth.
“We must ensure that tourism delivers lasting benefits for communities, supports biodiversity, and drives sustainable economic growth,” Masaba said. “There are significant investment opportunities in areas such as wildlife lodges, Nile cruises, eco-parks, and ventures like forestry and wildlife farming.”
POATE 2025 opened with a captivating cultural spectacle titled “Sounds of the Pearl”, a vibrant celebration of Uganda’s heritage brought to life through traditional music, dance, and storytelling. The performance set the tone for an expo that blends cultural pride with visionary ambition.
Prime Minister Hon Robinah Nabbanja, while delivering a message on behalf of President Yoweri Museveni, encouraged Ugandans and international visitors to explore and invest in the country’s tourism sector.
“The Pearl of Africa Tourism Expo is an annual showcase of Uganda’s rich tourism potential, positioning the country as a premier destination for investment, strategic partnerships, and cultural discovery,” Nabbanja stated. “It brings together tourism operators, travel agents, hospitality professionals, and global investors, helping elevate Uganda’s brand as the Pearl of Africa.”
The expo comes amid a period of strong growth for Uganda’s tourism sector. In 2024, the country welcomed 1,371,895 international visitors, marking a 7.7% increase from the previous year. Tourism revenue soared by 26% to USD 1.28 billion, driven by longer visitor stays and increased spending. The sector now contributes 6.6% to Uganda’s GDP and supports over 800,000 jobs in key areas such as transport, accommodation, and food services.
With sustainability at the heart of this year’s expo, organizers are aiming to promote echo-conscious practices and long-term investment strategies that align with Uganda’s conservation goals.
The four-day event concludes on May 24 with a grand cultural festival featuring performances from acclaimed African artists, including Blu 3 and the Abeeka Band. A vibrant boat regatta on Lake Victoria will close the expo, celebrating Uganda’s natural beauty, cultural wealth, and the promise of a tourism sector poised for sustainable transformation.
