"POATE is Africa’s Premier Tourism Expo in the Making" – UTB CEO Lilly Ajarova

The Ministry of Tourism, Wildlife, and Antiquities (MTWA) has officially launched the 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025 alongside the "Tell Your Story – Explore Uganda" campaign.

The highly anticipated tourism and travel trade show will take place from May 21st to 24th, 2025, at Speke Resort and Convention Centre in Munyonyo, Kampala, Uganda.

This year’s expo, under the theme "Tourism and Sustainable Transformation," will bring together key stakeholders, international buyers, investors, and media representatives to explore Uganda’s diverse tourism offerings.

The event will serve as a platform to showcase Uganda’s natural and cultural attractions while enhancing its visibility in the global tourism market.

Speaking at the launch, Doreen Katusiime, Permanent Secretary at MTWA, emphasized that POATE 2025 is a major step in Uganda’s tenfold growth strategy, aimed at significantly increasing tourism’s contribution to the economy.

"Achieving this ambitious goal requires collective efforts from all stakeholders—government, private sector, and international partners. POATE plays a critical role in attracting global attention and strengthening Uganda’s presence in the global tourism market."

Lilly Ajarova, CEO of the Uganda Tourism Board (UTB), highlighted the growth of POATE and its importance in elevating Uganda’s tourism industry.

"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, fostering collaboration, investment opportunities, and meaningful partnerships."

She noted that Uganda is increasingly recognized as an eco-tourism destination, a factor that enhances its appeal in the global travel market.

"We are now being recognized as an eco-tourism destination, which gives us a lot of value because the global traveler is looking for a sustainable destination. Last year’s POATE, themed ‘Responsible Tourism,’ saw incredible engagement from industry players, partners, and many other tourism enthusiasts. With the experience gained from past editions, POATE 2025 is set to be the best we have ever had. I believe the world will pay attention."

Ajarova also expressed confidence in POATE’s growing international reputation, stating:

"POATE should be the main Africa Tourism Expo, and POATE 2025 will indeed confirm that."

Vivian Lyazzi, Acting Commissioner of the Tourism Development Department at MTWA, emphasized the significance of regional tourism, noting that 80% to 90% of Uganda’s inbound traffic comes from neighboring countries such as Kenya, Rwanda, and Tanzania.

The Regional Tourism Conference, which will kickstart POATE 2025, will focus on strengthening cross-border tourism initiatives to position Uganda as a preferred destination within East Africa.

POATE 2025 is set to be the biggest edition yet, with 70 selected international hosted buyers, over 5,000 trade visitors, 130+ exhibitors from around the world, robust B2B (Business-to-Business) and B2C (Business-to-Consumer) engagements.

The expo will also emphasize the growing importance of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, aligning with emerging global travel trends. Attendees will experience destination marketing presentations, expert panel discussions, media engagements, and immersive cultural showcases.

Alongside POATE 2025, the "Tell Your Story – Explore Uganda" campaign invites Ugandans to share their most captivating tourism experiences through videos, photos, and written content. This initiative aims to boost domestic tourism by encouraging citizens to promote Uganda’s landscapes, wildlife, and cultural heritage through their personal narratives.

Ajarova also underscored the impact of Uganda’s digital marketing strategies in attracting international visitors.

She cited the success of a $75,000 campaign on Expedia, which generated $580,000 worth of bookings within two months—a clear indication of the sector’s growth potential when backed by strategic promotions.