Introduction.
The Pearl of Africa Tourism Expo was officially started in 2015. It has grown into Uganda’s tourism and travel trade exhibition. It is organized by the Uganda Tourism Board. The expo acts as a middleman that connects tourism stakeholders, travel agents, tour operators, investors, government officials, and the media to promote and build Uganda as the best and leading destination in Africa. POATE has become the leading tourism event that creates opportunities and builds the marketing and branding strategies of a product.
The 2026 edition that took place at Speke Resort Convention Centre in Munyonyo marked the 10th Anniversary of POATE from May 21st to 23rd, 2026. The theme was “Wanderlust – it’s Your Time to Thrive”. This expo attracted a large number of exhibitors, with over 350, and about 120 hosted buyers. These were from over 40 countries, which included Turkey, Egypt, China, and Canada. About 1,500 delegates were registered seeking business-to-business partnerships. These included South Africa, Namibia, Botswana, and Zimbabwe. This marked a big improvement compared to the 2025 event that had around 202 exhibitors. This showed Uganda’s commitment to building and protecting its tourism sector and developing the country of Uganda as the Pearl of Africa.
How is POATE organized in Uganda?
The organization of POATE usually starts with preparations and coordination; it is organized by the Uganda Tourism Board. It partners with the Ministry of Tourism, Wildlife and Antiquities. It requires event planners, hotels, airlines, transport providers, security agencies, and tourism stakeholders. As the guests are coming to Uganda, they are welcomed at Entebbe, later transported to the hotels provided with security.
Before the physical exhibition begins, UTB organizes nationwide tours within Uganda. International hosted buyers and travel media are taken to major attractions. These include Murchison Falls, Bwindi Impenetrable National Park for gorilla trekking, and Kibale National Park for chimpanzee tracking. They can experience Uganda’s tourism products before the expo so that they can observe and witness the beauty of Uganda before negotiating contracts.
What is the importance of POATE to Uganda as a tourism destination?
POATE provides a global platform that gives Uganda a chance to showcase its tourism products. For example, the diverse wildlife, landscapes, culture and heritage, adventure experiences, and its warm hospitality. This brings tour operators, international guests, travel agents, government officials, and tourism stakeholders together and builds a good brand image for a tourism destination.
POATE creates more business opportunities between Uganda and international travel companies. This is through business-to-business meetings with local tour operators, lodges, hotels, and airlines. These Partnerships help to attract more visitors that the country’s revenue that help on developing the country.
POATE plays an important role in supporting the country’s economy with increased tourist arrivals. These bring in foreign exchange earnings, support businesses such as hotels, restaurants, and craft shops within the local communities. This develops the country.
POATE builds Uganda’s image and reputation by showcasing its capacity. This builds confidence among travel companies and tour operators, and it positions Uganda as a welcoming, safe, and attractive destination for business and leisure.
POATE provides field knowledge, most especially to students pursuing careers in tourism and hospitality. These students get an opportunity to learn about event management, destination marketing and branding, customer service, tourism promotion, and stakeholder engagement. This prepares their mind for the next generation.
What are some of the attractions that are showcased at the expo?
Uganda is a blessed nation that has a lot of tourism experiences. While at POATE, visitors get a chance of knowing about Uganda. POATE provides an opportunity to exhibit these attractions. Visitors get a chance of learning about the 10 national parks of Uganda. These include Bwindi Impenetrable National Park, Murchison Falls National Park, Queen Elizabeth National Park, Lake Mburo National Park, Mgahinga Gorilla National Park, Kibale Forest National Park, Semuliki National Park, Mountain Rwenzori National Park, Kidepo Valley National Park, and Mount Elgon National Park, with the activities that are done within each park.
With diverse tourism activities that include water-based activities such as white-water rafting, bungee jumping, and zip-lining. Some cultural and heritage sites include the Kabaka’s Palace, Uganda Museum, religious sites like the Gaddafi Mosque, and Uganda Martyrs’ Shrine. All these show the natural beauty and cultural heritage of Uganda as a leading tourism destination.
In conclusion, as Uganda continues to develop its tourism sector, POATE stands out as the channel for promoting investment, building partnerships, and marketing Uganda to attract tourists to discover the beauty of Uganda.
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