What to Expect at the Pearl of Africa Tourism Expo (POATE) 2025

The 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025 promises to be the biggest and most impactful edition yet, with an array of activities, speakers, and opportunities aimed at redefining Uganda’s position on the global tourism stage.

This year’s expo is designed to blend business, culture, and innovation, offering stakeholders an opportunity to engage in high-level networking, create partnerships, and explore new markets.

During the Launch of POATE 2025 

Hosted at the Speke Resort and Convention Centre in Munyonyo from May 21st to 24th, 2025, this year’s expo revolves around the theme "Tourism and Sustainable Transformation," focusing on sustainability, digital transformation, regional collaborations, and business networking

Visitors to POATE 2025 can expect an array of immersive activities designed to strengthen Uganda’s position as a premier global travel destination.

Here’s what attendees can expect at this year’s expo;

One of the highlights will be the Regional Tourism Conference, which will emphasize the importance of cross-border travel within East Africa.

Given that a significant portion of Uganda’s tourism traffic comes from neighboring countries, this session will bring together policymakers and private sector players to explore strategies for enhancing regional tourism, improving travel infrastructure, and fostering collaborations that make Uganda a central hub for East African tourism.

The expo will also serve as a major networking and business platform, facilitating Business-to-Business (B2B) and Business-to-Consumer (B2C) engagements.

With over 70 international buyers, 5,000+ trade visitors, and hundreds of exhibitors, tourism operators will have the opportunity to establish partnerships, expand their businesses, and attract international investment.

POATE 2025 will spotlight Uganda’s investment potential, presenting opportunities in accommodation, transportation, eco-tourism, and adventure tourism. Investors will gain insights into ongoing tourism projects, government incentives, and infrastructure developments designed to make Uganda an attractive business destination.

The global rise in MICE tourism (Meetings, Incentives, Conferences, and Exhibitions) — is an area Uganda is strategically positioning itself to lead. POATE 2025 will highlight the country’s capacity to host major international business events, promoting venues like Speke Resort Munyonyo, Kampala Serena Hotel, and Entebbe’s emerging conference spaces.

Part of Speke Resort convention center converted into an exhibition setting at last year's POATE

As global interest in corporate travel and incentive tourism continues to rise, POATE 2025 will explore how Uganda can attract large-scale conferences and high-profile business gatherings, boosting the hospitality industry and driving economic growth.

A strong emphasis will be placed on sustainability and digital transformation, key drivers shaping the future of global tourism.

With technology playing an increasing role in global travel, POATE 2025 will emphasize Uganda’s digital tourism strategy, which includes among others; Smart tourism applications to enhance visitor experiences, Virtual reality (VR) experiences showcasing Uganda’s attractions.

Industry experts will lead panel discussions tackling topics such as eco-friendly tourism practices, the use of smart technology to enhance visitor experiences, and innovative marketing strategies to promote Uganda to global travelers. Participants will also gain insights into investment opportunities in tourism infrastructure.

Beyond business, POATE 2025 will offer a vibrant cultural experience, bringing Uganda’s rich heritage to life through music, dance, food, and art.

Frame 1: A Ugandan delicacy - Rolex, Frame 2: The kiganda dance

Attendees can look forward to traditional performances, culinary showcases, and craft exhibitions, celebrating the diversity of Uganda’s ethnic communities. This cultural immersion will provide both local and international visitors with a deeper appreciation of Uganda’s unique identity.

A key highlight of the expo will be the "Explore Uganda – Tell Your Story" campaign, which encourages Ugandans to share their travel experiences through social media. This campaign is designed to boost domestic tourism engagement and showcase the country’s beauty from the perspective of its own people.

UTB launched the "Explore Uganda - Tell Your Story" campaign to boast domestic tourism 

POATE 2025 will also bring together top global media representatives and travel influencers, amplifying Uganda’s visibility on the international stage. 

Tourists rafting on the Nile

To provide an authentic experience, international buyers and travel professionals will have the opportunity to participate in Familiarization Trips to Uganda’s top attractions.

These curated trips will offer firsthand exposure to Uganda’s breathtaking landscapes and unique travel experiences.

"POATE has grown into Uganda's premium tourism and business networking event, bringing together industry stakeholders, global buyers, investors, and media on one platform. it serves as a vital bridge connecting Uganda's tourism offerings with the world." UTB CEO, Lilly Ajarova noted during the launch of POATE last month.