The much-anticipated 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025, along with the launch of the “Tell Your Story – Explore Uganda” campaign, was unveiled this week in Kampala. Set to take place from May 21st to 24th, 2025, the premier tourism and travel trade show will be hosted at the world-class Speke Resort and Convention Centre in Munyonyo, Kampala, Uganda.
This year’s expo, themed “Tourism and Sustainable Transformation,” is designed to unite tourism stakeholders, international buyers, investors, and media representatives to showcase Uganda’s diverse and vibrant tourism offerings.
In addition, the “Tell Your Story – Explore Uganda” campaign encourages Ugandans to share their most memorable tourism experiences through videos, photos, and written content. This initiative aims to elevate Uganda’s tourism profile by promoting personal stories and experiences that highlight the country’s rich cultural and natural heritage.
“POATE 2025 marks a crucial milestone in our journey toward realizing our tenfold growth strategy for the tourism sector. We are committed to increasing tourism’s contribution to Uganda’s GDP by up to ten times, or even 25 times, in the years ahead,” said Doreen S. Katusiime, the Permanent Secretary at the Ministry of Tourism, Wildlife, and Antiquities, during the launch.
The event was organized by the Ministry of Tourism, Wildlife, and Antiquities (MTWA) in collaboration with its agencies, including the Uganda Tourism Board (UTB), Uganda Wildlife Authority, Uganda Hotel and Tourism Training Institute, Uganda Wildlife Research and Training Institute, the Uganda Museum, and the Uganda Wildlife Conservation Education Centre, in partnership with Talent Africa Group.
Lilly Ajarova, CEO of the Uganda Tourism Board (UTB), stated, “POATE has become Uganda’s premier tourism and business networking event, attracting industry stakeholders, international tourism buyers, investors, and media representatives. It serves as a vital platform connecting Uganda’s tourism offerings with the global market, facilitating collaboration, investment opportunities, and the development of meaningful partnerships.”
The 2025 edition will welcome 70 selected international buyers, over 5,000 trade visitors, and a wide range of exhibitors from across the globe. These participants will engage in dynamic Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions, fostering valuable connections and expanding Uganda’s tourism reach on the world stage.
Dr. Sudir Ruparelia, Proprietor of Speke Resort Munyonyo and the Convention Centre, shared insights into the growth of Uganda’s tourism infrastructure: “The nation’s economic progress has spurred a growing demand for larger venues to accommodate international conferences. In response, a joint venture was formed between the Ugandan government and our organization to build a state-of-the-art convention center. This collaboration has already proven successful, hosting high-profile events like the Non-Aligned Nations-China-South Conference in January 2024.”
He added, “A modern convention center attracts a diverse range of conferences, which contributes positively to Uganda’s GDP. Visitors attending these events often extend their stay to explore Uganda’s rich wildlife and stunning natural landscapes. This extended travel not only boosts the tourism sector but also benefits the entire economy, supporting local farmers and communities that provide services to tourists.”
