Uganda is set to host the 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025, a premier government event showcasing the nation’s rich tourism potential and opening doors to new investment and collaboration opportunities.
Organized by the Ministry of Tourism, Wildlife and Antiquities (MTWA) in partnership with key agencies, the expo aims to strengthen Uganda’s position on the global tourism map. Supporting agencies include the Uganda Tourism Board (UTB), Uganda Wildlife Authority, Uganda Hotel and Tourism Training Institute, Uganda Wildlife Research and Training Institute, Uganda Museum, and the Uganda Wildlife Conservation Education Centre.
The Pearl of Africa Tourism Expo (POATE) is Uganda’s flagship annual tourism and travel trade event, organized by the Uganda Tourism Board (UTB). This premier expo showcases Uganda’s rich and diverse tourism offerings while positioning the country as a leading destination for investment, partnerships, and cultural exploration. It brings together a global network of tourism operators, travel agents, hospitality stakeholders, investors, and media representatives, offering a unique platform to network, share insights, and explore business opportunities.
The Pearl of Africa Tourism Expo (POATE) 2025 will take place from May 21st to May 24th at the Speke Resort and Convention Centre in Munyonyo, Kampala. More than just a gathering, the event serves as a strategic platform to showcase Uganda’s rich cultural heritage, stunning landscapes, and investment-ready tourism opportunities.
Alongside the expo, the Ministry of Tourism, Wildlife and Antiquities has launched the “Tell Your Story – Explore Uganda” campaign, a creative initiative encouraging Ugandans to promote domestic tourism by sharing their unique travel experiences.
This year’s theme, “Tourism and Sustainable Transformation,” reflects Uganda’s commitment to balancing development with conservation and community empowerment. Through high-level discussions and dynamic engagements, the expo will explore how the tourism sector can drive inclusive growth while preserving the nation’s natural beauty and cultural identity.
POATE 2025 will feature a dynamic program of thought-provoking forums and interactive symposiums, tackling key challenges and opportunities in Uganda’s tourism industry. These high-level discussions aim to generate bold ideas and actionable insights, keeping Uganda at the forefront of global tourism trends.
The lineup includes:
• Regional Tourism Forum (May 21): Under the theme “Borderless Borders,” this forum will address travel facilitation, transboundary product development, and regional tourism promotion, paving the way for seamless cross-border travel and stronger East African partnerships.
• Tourism Investment Forum (May 22): This session will provide an in-depth analysis of investment trends, innovative financing models, and green investment opportunities, offering a clear roadmap for sustainable growth in Uganda’s tourism sector.
• Destination Marketing Symposium (May 23): Focused on redefining Uganda’s global brand, this symposium will explore cutting-edge strategies for destination visibility, market positioning, and creative storytelling.
One of the standout features of POATE 2025 is the “Tell Your Story – Explore Uganda” campaign—a vibrant storytelling initiative designed to ignite a sense of adventure among Ugandans. Through compelling videos, striking photography, and personal travel narratives, locals are invited to showcase the nation’s beauty from their perspective. This campaign not only encourages domestic tourism but also amplifies authentic voices, offering the world a more intimate glimpse of Uganda’s treasures.
With 70 international buyers, 5,000 trade visitors, and a diverse roster of exhibitors expected, POATE 2025 promises to be a catalyst for collaboration. Through Business-to-Business (B2B) and Business-to-Consumer (B2C) engagements, participants will have the chance to forge strategic alliances, explore emerging markets, and broaden their professional networks.
The expo will also spotlight the growing importance of MICE tourism (Meetings, Incentives, Conferences, and Exhibitions), positioning Uganda as an influential player in the global business tourism arena. Attendees can expect immersive destination presentations, expert-led discussions, media engagement sessions, and cultural exhibitions that highlight Uganda’s distinctive charm and character.
As Uganda prepares for POATE 2025, the nation’s tourism industry stands at a pivotal moment. With a focus on sustainability, innovation, and strategic partnerships, this year’s expo is poised to redefine Uganda’s global tourism narrative.