UGANDA TO HOST THE 9TH EDITION OF PEARL OF AFRICA TOURISM EXPO 2025 AT SPEKE RESORT MUNYONYO
PRESS RELEASE
Kampala, Uganda, 26th February 2025: The Ministry of Tourism, Wildlife and Antiquities (MTWA), together with its agencies including the Uganda Tourism Board, Uganda Wildlife Authority, Uganda Hotel and Tourism Training Institute, Uganda Wildlife Research and Training Institute, Uganda Museum and the Uganda Wildlife Conservation Education Centre in partnership with Talent Africa Group has today launched the highly anticipated “9th edition of the Pearl of Africa Tourism Expo (POATE) 2025” and the “Tell Your Story – Explore Uganda” Campaign. This premier tourism and travel trade show will take place from 21st to 24th May 2025, at the state-of-the-art Speke Resort and Convention Centre in Munyonyo, Kampala, Uganda.
This year’s expo under the theme "Tourism and Sustainable Transformation," aims to bring together tourism stakeholders, international buyers, investors and media representatives to experience the diverse offerings of Uganda's tourism sector. The event will also serve as a platform to showcase Uganda’s unique attractions and experiences, enhancing its visibility on the international tourism map.
Additionally, the “Tell Your Story – Explore Uganda” Campaign is a storytelling initiative that encourages Ugandans to share their most captivating tourism experiences through videos, photos and written content. This campaign aims to foster nationwide engagement in domestic tourism, inviting citizens to narrate their unique experiences and promote the beauty of Uganda’s landscapes and cultures through an immersive audio-visual journey.
In her remarks, Doreen S. Katusiime, the Permanent Secretary at the Ministry of Tourism, said, ‘’POATE 2025 is a key milestone in our journey towards achieving the tenfold growth strategy. This strategy is a vision we have set to increase tourism's contribution to the world. We want to increase tourism's contribution to our GDP by ten times or 25 times in the coming years. Achieving this ambitious goal requires collective efforts from all stakeholders, both government and private sector. From the local communities, international partners, and events like POATE play a critical role in realizing this vision. By attracting global attention and bringing international travel agents to operate tourism, we are achieving the goal of improving tourism's contribution to the world.
In her remarks, Lilly Ajarova, UTB CEO said, ‘’POATE has grown into Uganda's premium tourism and business networking event, bringing together industry stakeholders, international tourism hosted buyers, investors and media representatives on one platform. It serves as a vital bridge connecting Uganda's tourism offerings with the world, and collaboration, investment opportunities and meaningful partnership.
She added, ‘’ In last year's POATE, the theme was ‘’Responsible Tourism’’. We saw an incredible turnout and support from partners, the tourism industry key players and many other well-wishers. Additionally, we had 250 participants, 30 exhibitors, and 59 hosted buyers. These were travel trade partners and media from other countries across the world’’.
Mr Vivian Lyazzi, the Acting Commissioner Tourism Development Department at the Ministry of Tourism said, ‘’POATE 2025 will start with a Regional Tourism Conference which will serve as a platform to promote regional tourism, recognizing its significant contribution to Uganda’s visitor arrivals as it also accounts for 80% to 90% of the total inbound traffic to Uganda, with the majority of visitors coming from our neighboring countries including Kenya, Rwanda and Tanzania. This session will highlight strategies for enhancing regional collaborations, improving cross-border tourism initiatives, and positioning Uganda as a preferred destination for travelers within the East African region’’.
Dr. Sudir Ruparelia, the Proprietor of Speke Resort Munyonyo and Conventional Center, revealed, ‘’The economy has experienced significant growth leading to an increased demand for larger venues to host international conferences. In response to this need, a joint venture was established between the government of Uganda and our organization. The collaboration aimed to build a state-of-the-art convention center to accommodate high-profile events, including the Non-Aligned Nations – China – South Conference, which took place in January 2024.
He added, ‘’A well-developed convention center attracts a variety of conferences, contributing positively to the country’s GDP. Visitors often travel to Uganda for these conferences, but their journey doesn't end there. Many extend their stay to explore the country’s rich wildlife and natural beauty. This extended travel benefits the entire economy, reaching even the farmers who provide the food consumed by conference-goers and tourists.
He concluded, ‘’The tourism sector benefits in multiple ways. Hosting such events not only promotes Uganda’s cultural heritage but also encourages responsible travel. This creates a ripple effect, as the influx of tourists brings new investments and highlights the country's immense potential. Visitors, upon experiencing Uganda's beauty usually develop a lasting bond with the country, and as a result, return to enjoy its offerings or even invest in its future.
POATE is an annual tourism flagship event designed to position Uganda as a leading global tourism destination. The expo provides an invaluable platform for industry players to engage in high-level networking, create business partnerships, and explore investment opportunities. The 2025 edition will host 70 selected international buyers, over 5,000 trade visitors, and a diverse range of exhibitors from around the world, enabling robust Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions.
The upcoming expo will highlight the increasing importance of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, aligning with emerging global trends in travel and hospitality. Attendees immerse themselves in an exciting lineup of activities including destination marketing presentations, expert panel discussions, media engagement opportunities, and immersive cultural showcases.
POATE 2025 aims to foster meaningful collaborations among tourism stakeholders, policymakers and private sector players to advance the industry. International and local exhibitors, travel professionals, influencers and media representatives are encouraged to participate in this landmark event to uncover new business prospects and explore Uganda’s unmatched tourism potential.
For more information and media inquiries, please contact:
Dr. Gessa Simplicious, Head of Public Relations at UTB.
Tel: +256 772 521568
Website: www.tourism.go.ug
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