Under the theme, “Tourism and sustainable transformation”, The Pearl of Africa Tourism Expo(POATE) 2025 is officially underway at the Speke Resort Convention Center.
The Pearl of Africa Tourism Expo is an annual event that showcases Uganda’s unique attractions, positioning the country as a prime destination for tourism investment, partnerships and cultural exploration. It brings together tourism operators, travel agents, hospitality stakeholders and investors from across the globe, creating a platform to elevate Uganda’s brand as “The Pearl of Africa.”
Each year, the expo highlights Uganda’s tourism assets under various themes, including eco-tourism, cultural tourism, and adventure tourism. Through interactive exhibits, cultural performances, and business-to-business (B2B) meetings, POATE offers a comprehensive experience of the country’s tourism potential while promoting sustainability and responsible travel.
In the context of a growing global tourism market, POATE plays a strategic role in enhancing Uganda’s competitiveness as a premier African tourism destination. It also presents opportunities for building capacity within the sector, improving infrastructure, and attracting investment in tourism-related projects.
Ultimately, Uganda hopes to captivate more international visitors, increase its share in the global tourism market, and strengthen local communities through sustainable tourism practices.
The 2025 edition of the Pearl of Africa Tourism Expo is expected to take place from May 21-24, 2025, at Speke Resort and Convention Centre in Munyonyo, Kampala.
The event began with the Regional Tourism Forum on Wednesday, May 21, 2025. This forum will feature discussions among key regional tourism ministers, tourism boards, IGAD, UNECA, and regional corporations. A Regional Ministers Round Table will address topics such as travel facilitation, trans boundary product development, regional travel inspiration, and collective promotion of East Africa as a single destination.
On Thursday May 22, 2025, the focus will shift to the Tourism Investment Forum. This day will center on key themes like hospitality investment trends and opportunities, financing tourism ventures, and promoting green investment in the tourism sector.
Friday May 23, 2025, will be dedicated to the Destination Marketing Symposium, covering topics such as domestic tourism marketing, regional tourism strategies, and e-tourism marketing. These discussions aim to enhance the visibility of Uganda as a vibrant and accessible tourism hub.
A key feature of this year’s expo will be the Uganda Lifestyle Showcase Zones. These will include a Culinary Pavilion featuring tastings, cooking demonstrations, and masterclasses in traditional Ugandan dishes such as matooke, luwombo, and rolex. Renowned Ugandan chefs may collaborate with international culinary experts to modernize traditional recipes.
The Crafts and Artisans Market will allow visitors to explore and purchase handmade items, including beaded jewelry, bark cloth, and woven baskets. Workshops will give attendees hands-on opportunities to learn directly from the artisans.
Traditional and contemporary fashion shows will be part of the showcase, with runway presentations of Ugandan attire by designers blending modern trends with cultural heritage.
The Hospitality and Service Excellence Hub will highlight Uganda’s premier eco-lodges and boutique hotels, showcasing their wilderness locations, sustainable practices, and luxury amenities. It will also host seminars on service excellence, sustainability, and community-driven tourism, led by local and international experts.
Community-based tourism experiences will also take center stage, with exhibits spotlighting local communities involved in eco-trekking, homestays, and cultural exchanges. These initiatives offer authentic travel experiences while supporting local livelihoods.
The wellness and adventure tourism segment will feature a dedicated zone for eco-friendly wellness retreats, yoga, and mindfulness activities. This will appeal to travelers seeking rejuvenation in natural settings. Adventure tourism will also be prominently featured, with displays on rafting the Nile, mountain climbing, and safari tours — all positioned as key pillars of Uganda’s lifestyle tourism offering.
Visitors will enjoy live cultural performances, storytelling sessions by community elders, and interactive drumming circles that immerse them in the diverse traditions of Uganda’s many ethnic groups. These sessions will emphasize values, music, and dance styles central to Uganda’s cultural identity.
Finally, POATE 2025 will integrate digital promotion through VR installations offering virtual tours of Uganda’s lodges, cultural homestays, and retreats. Strategic media partnerships will amplify the country’s tourism message through influencer campaigns, travel photography, and digital storytelling, ensuring Uganda’s hospitality reaches global audiences.
