Uganda Raises the Bar as Poate 2026 Cements Its Place Among Africa’s Premier Tourism Trade Platforms

Uganda has once again demonstrated its growing stature as a leading tourism destination on the African continent following the successful conclusion of the 10th edition of the Pearl of Africa Tourism Expo (POATE 2026), a landmark event that brought together global tourism buyers, exhibitors, investors, diplomats, development partners and tourism stakeholders from across the world.

Held at Speke Commonwealth Resort Munyonyo under the stewardship of the Ministry of Tourism, Wildlife and Antiquities, POATE 2026 marked not only a celebration of Uganda’s tourism potential but also a reaffirmation of the country’s strategic ambition to position itself as Africa’s most preferred tourism destination.

The Permanent Secretary of the Ministry of Tourism, Wildlife and Antiquities who doubled as the Chairperson of the National Organising Committee, Doreen S. Katusiime (Mrs), described the 10th edition as “the epitome of what has been an absolutely memorable and historic Pearl of Africa Tourism Expo.”

“Tonight, we can confidently say that POATE has firmly earned its place as one of the most consequential tourism promotion platforms in the region,” she remarked during the grand closing ceremony. “Looking ahead, I have all the confidence that in the next editions, it will scale even greater heights to become the most sought-after platform for tourism trade on the entire African continent.”

The Ministry’s leadership throughout the expo was instrumental in delivering what many participants described as the most expansive and impactful edition of POATE yet. Under the guidance of the Ministry and its agencies, the expo attracted over 120 hosted buyers from across global source markets including Europe, Asia, the Middle East, North America and Australia, alongside more than 300 exhibitors showcasing Uganda and East Africa’s diverse tourism experiences.

This year’s edition also carried immense national significance following the official opening by the President of the Republic of Uganda, H.E. General Yoweri Kaguta Museveni, who praised Uganda’s exceptional geographical positioning along the equator and reaffirmed tourism as a strategic pillar for socio-economic transformation.

The President’s presence at the expo was widely interpreted as a strong endorsement of the sector and a recognition of tourism’s growing contribution to Uganda’s economy, employment and international visibility.

Speaking at the closing ceremony, the Chief Executive Officer of the Uganda Tourism Board, Juliana Kaggwa, applauded the collective efforts that made the event successful and hailed the growing momentum behind Uganda’s tourism industry.

“It is amazing to see how far we have come. But most important, it is also exciting to visualize where we are going in the next years,” Kaggwa said.

She commended the Ministry of Tourism, the Board of Directors of UTB, development partners, private sector associations and the National Organising Committee for setting “the standard for the next edition.”

Kaggwa further emphasized the importance of sustainability in the future of tourism, warning that global tourism markets are increasingly demanding responsible tourism practices.

“We cannot run away from the new European Union legislation regarding sustainable tourism promotion called EMPCO, where all tourism enterprises that promote sustainable tourism must walk the talk,” she noted. “Let’s embrace this change and align to this new tourism market dynamic.”

The Ministry used the expo to strongly position Uganda not merely as a destination of extraordinary biodiversity and wildlife but also as a country rich in culture, hospitality, cuisine, innovation and investment opportunities.

Throughout the 3 day engagements, discussions focused on source markets, sustainable tourism development, investment opportunities, product innovation, sports tourism, agro-tourism, digital transformation and preparations for continental opportunities such as AFCON 2027.

The PS Katusiime, highlighted the growing diversification of Uganda’s tourism offerings, noting that the country is increasingly attracting modern travellers seeking immersive and authentic experiences.

“This year, agro-tourism stood out prominently, sports tourism featured beautifully, and digital innovations took center stage alongside our deeply grounded, diverse cultural and nature-based products,” she said.

The Ministry also underscored the critical role of domestic and regional tourism growth, which has continued to register strong recovery and expansion following the COVID-19 pandemic. According to the Permanent Secretary, Uganda has now officially surpassed pre-pandemic levels in both international tourist arrivals and foreign exchange earnings.

“This double-digit surge points to two incredibly important variables: our middle class is steadily growing, and our strategic awareness campaigns are bearing tangible fruit,” she observed.

In a strong message aimed at safeguarding destination confidence, the Ministry reassured the international community that Uganda remains a safe, resilient and welcoming destination despite global and regional health concerns.

“We want to firmly reassure the global community that Uganda boasts robust, world-class health management systems. We are entirely capable of swiftly averting, managing and overcoming these health challenges,” Mrs Katusiime stated, while also calling upon media practitioners and social media users to report responsibly to avoid damaging misinformation that could negatively impact tourism-dependent livelihoods.

The Ministry further applauded Uganda’s famed hospitality, favourable climate, culinary diversity and authentic cultural experiences, all of which were repeatedly praised by hosted buyers and international delegates during destination excursions across the country.

“Most people who visit Uganda leave with glowing testimonies of our famously warm, friendly people and our beautiful year-round weather,” the Permanent Secretary said.

A major highlight of POATE 2026 was the launch of the Sustainable Tourism Value Chain Initiative (STVCI) and the “We Explore” project, initiatives supported by the European Union, Enabel, CBI and other development partners aimed at strengthening sustainability, destination development, standards, market access and tourism financing.

The European Union Ambassador to Uganda, Jan Sadek, described the initiative as “ambitious, comprehensive and designed to respond to the needs of the sector.”

Similarly, development partner Enabel Uganda highlighted its ongoing contribution toward job creation, skills enhancement, innovative tourism product development and the promotion of sustainable tourism through Fair Trade Tourism Certification.

The closing ceremony also celebrated excellence within the tourism and creative sectors through the POATE Awards, which recognized individuals and enterprises championing innovation, sustainability and impactful storytelling.

Nation Media Group Uganda journalist Edgar Raymond Batte emerged winner of the Best Tourism Storyteller Award for his contribution to promoting Uganda through authentic tourism journalism and feature writing.

Other notable winners included Ruboni Community Camp, Nile Safari Lodge, Destination Jungle and several creatives recognized for photography, documentary production and tourism influence.

The Ministry commended all award winners and nominees for their contribution toward sustainable tourism growth and community inclusion.

As POATE 2026 drew to a close, the prevailing message from government, private sector and development partners alike was clear: Uganda’s tourism future is brighter than ever before.

From its unmatched biodiversity and iconic wildlife to its vibrant cultures, resilient people and growing tourism infrastructure, Uganda continues to distinguish itself not only as the Pearl of Africa, but as one of the continent’s most promising tourism investment and travel destinations.

With the Ministry of Tourism, Wildlife and Antiquities leading strategic coordination efforts and championing sustainability, innovation and regional collaboration, Uganda is steadily positioning itself at the forefront of Africa’s tourism renaissance.

Indeed, POATE 2026 was not merely an expo. It was a powerful statement of Uganda’s confidence, readiness and ambition to host the world.

GALLERY