Uganda Launches POATE 2025 and "Tell Your Story - Explore Uganda" Campaign
Uganda has officially launched the highly anticipated 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025 alongside the innovative "Tell Your Story - Explore Uganda" campaign. The announcement, made this week in Kampala, promises to position Uganda firmly on the global tourism map. This premier tourism and travel trade show will be held from 21st to 24th May 2025 at the state-of-the-art Speke Resort and Convention Centre in Munyonyo, Kampala.
Under the theme "Tourism and Sustainable Transformation," POATE 2025 seeks to unite tourism stakeholders, international buyers, investors, and media representatives to showcase the rich diversity of Uganda's tourism offerings. The event highlights Uganda’s ambition to become a leading player in sustainable tourism while promoting its vast natural and cultural heritage.
"Tell Your Story - Explore Uganda" Campaign
The “Tell Your Story - Explore Uganda” campaign is a storytelling initiative aimed at inspiring Ugandans to share their most memorable tourism experiences through engaging videos, photos, and written accounts. By leveraging the power of storytelling, this campaign seeks to foster local pride and encourage both domestic and international travelers to discover the beauty and unique attractions of Uganda.
Doreen S. Katusiime, Permanent Secretary at the Ministry of Tourism, Wildlife and Antiquities (MTWA), emphasized the importance of POATE in driving Uganda’s tourism growth. “POATE 2025 is a key milestone in our journey towards achieving the tenfold growth strategy. We aim to increase tourism’s contribution to our GDP significantly in the coming years. This expo is a vital platform for us to showcase Uganda’s potential to the world,” she said during the launch event.
A Premier Networking Opportunity
POATE has firmly established itself as Uganda's leading tourism and business networking event. According to Lilly Ajarova, CEO of the Uganda Tourism Board (UTB), “POATE serves as a vital bridge connecting Uganda's tourism offerings with the world. It brings together international tourism hosted buyers, investors, and media representatives, driving collaboration, investment opportunities, and meaningful partnerships.”
The 2025 edition is expected to host 70 carefully selected international buyers, more than 5,000 trade visitors, and a wide variety of exhibitors from across the globe. The event will provide robust Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions, fostering opportunities for partnerships and investments in Uganda’s tourism sector.
Speke Resort: A World-Class Venue
The Speke Resort and Convention Centre, the venue for POATE 2025, is widely regarded as one of Uganda’s finest facilities for hosting international events. Dr. Sudir Ruparelia, the Proprietor of Speke Resort, highlighted the importance of such infrastructure in boosting Uganda’s tourism and economy. “The development of this state-of-the-art convention center was a joint venture between the government of Uganda and our organization to meet the growing demand for larger venues to host international conferences,” he explained.
Dr. Ruparelia further noted that international conferences significantly contribute to Uganda’s GDP. “Visitors attending these conferences often extend their stay to explore Uganda’s rich wildlife and natural beauty. This extended travel benefits various sectors of the economy, from the hospitality industry to local farmers who supply food consumed by both conference attendees and tourists,” he added. The venue has already hosted high-profile events, including the Non-Aligned Nations – China – South Conference in January 2024, further cementing its reputation as a key player in Uganda’s tourism growth.
Opportunities for African Travel Professionals
POATE 2025 presents a golden opportunity for African travel professionals, tour operators, and travel agencies. The event’s focus on sustainable tourism and international networking offers a platform to connect with global buyers and investors, opening doors for partnerships and market expansion. With Uganda’s rich attractions, including Bwindi Impenetrable National Park, Murchison Falls, and the Rwenzori Mountains, travel agents can curate unique experiences that cater to both leisure and business travelers.
The storytelling campaign also provides a creative avenue for African travel professionals to market Uganda as a destination. By sharing compelling narratives about Uganda’s culture, heritage, and natural beauty, travel agents can inspire travelers to explore the Pearl of Africa, further boosting tourism revenue.
Looking Ahead
As POATE 2025 approaches, Uganda is poised to showcase its tourism potential on a global stage. With a strong focus on sustainability, innovation, and storytelling, this year’s expo promises to drive economic growth, attract investments, and position Uganda as a must-visit destination in Africa. For African travel professionals, this is a prime opportunity to participate in shaping the future of tourism in Uganda and beyond.
