POATE 2025: Uganda's Tourism Crown Jewel Shines on the Global Stage

From May 21 to 24, 2025, the serene shores of Lake Victoria at Speke Resort Munyonyo were transformed into a vibrant showcase of culture, business, and tourism excellence as Uganda hosted the 9th edition of the Pearl of Africa Tourism Expo (POATE). The event was organized by the Ministry of Tourism, Wildlife and Antiquities, its agencies, and the private sector. POATE 2025 was expected to be bigger, better, and bolder, and it lived up to its promise by attracting over 500 delegates, 3,000 attendees, and exhibitors from more than 50 countries. 

OPENING CEREMONY

The event was a dazzling fusion of heritage and innovation. Guests were immersed in Uganda’s rich cultural tapestry, with traditional performances like the Rakaraka dance, culinary tastings of local delicacies such as mashed matooke and groundnut stew, and show-stopping acts from artists including Suuna Ben and the Abeeka Band. A boat regatta, fashion parades, and comedy showcases added a lively, celebratory tone that underscored Uganda's identity as the "Pearl of Africa."

Beyond entertainment, POATE 2025 was a crucial platform for business and strategic dialogue. Tourism ministers, industry stakeholders, and investors convened to explore sustainable tourism practices and regional collaboration. Kenya’s Tourism and Wildlife Cabinet Secretary, Rebecca Miano, revealed an ambitious plan to attract 300,000 Ugandan tourists by the end of the year, underlining the region’s push for deeper integration and simplified cross-border travel.

STALLS & EXHIBITIONS

A standout feature of this year’s expo was the participation of over 100 international hosted buyers and media representatives, who embarked on familiarization tours to Uganda’s famed attractions—from the mountain gorillas in Bwindi Impenetrable Forest to the tranquil waters of Lake Bunyonyi. These curated experiences boosted destination marketing and forged new tourism partnerships and trends.

TOURISM OFFICER TRAINING

Ugandan Prime Minister Robinah Nabbanja praised POATE’s growing role in national development, emphasizing tourism's potential in job creation, climate resilience, and digital transformation. “This is more than a tourism event—it is a movement to position Uganda as a top-tier global destination,” she remarked.

As the curtains fell on POATE 2025, one reality was clear: Uganda had not only hosted an expo, but ignited a renewed sense of pride, purpose, and potential in the East African tourism landscape.