The Ugandan government has declared the 10th edition of the Pearl of Africa Tourism Expo (POATE) a major success, describing it as one of the region’s most significant tourism promotion platforms and a sign of the country’s growing recovery in international travel and tourism earnings.
Speaking at the closing ceremony held at Speke Commonwealth Resort Munyonyo on May 23, the Permanent Secretary in the Ministry of Tourism, Wildlife and Antiquities, Doreen Katusiime, said POATE had evolved into a premier continental tourism trade platform.
“We can confidently say that POATE has firmly earned its place as one of the most consequential tourism promotion platforms in the region,” she said. “Looking ahead, I have all the confidence that in the next editions, it will scale even greater heights to become the most sought-after platform for tourism trade on the entire African continent.”
Ms Katusiime said tourism remains one of Uganda’s most important socioeconomic sectors because of its ability to create jobs, connect communities, and generate foreign exchange, while also emphasizing the need for sustainable development practices.
“Tourism is more than just travel; it connects people, excites visitors, and empowers local communities. We must develop this sector in a responsible manner—one that is deeply conscious of community needs and strictly committed to environmental sustainability,” she said.
Government also praised development partners for supporting Uganda’s tourism sector, specifically recognizing the European Union, Enabel, the Centre for the Promotion of Imports from developing countries, United Nations Development Programme and the World Bank.
The Permanent Secretary said President Yoweri Museveni’s decision to officiate at the opening ceremony demonstrated the government’s recognition of tourism as a strategic economic sector.
According to the ministry, Uganda has now surpassed its pre-COVID-19 tourism performance in both international arrivals and tourism earnings.
“For the first time since the devastating disruption of the COVID-19 pandemic, we have officially surpassed our previous peak numbers in terms of both international tourist arrivals and foreign exchange earnings,” she said.
Officials also highlighted the growth of domestic and regional tourism, attributing it to an expanding middle class and sustained awareness campaigns.
The ministry commended the Uganda Tourism Board for organizing the expo, which reportedly attracted more than 120 hosted buyers from across the world, including delegates from Australia, as well as more than 300 exhibitors.
“I know you can now personally confirm the famous words of Sir Winston Churchill—Uganda truly is the Pearl of Africa,” the Permanent Secretary told hosted buyers.
Regional integration was another major theme of the expo, with neighboring countries participating as exhibitors to market East Africa as a shared tourism destination.
The event also showcased emerging tourism products including agro-tourism, sports tourism, cultural tourism, digital innovations, local film and street food exhibitions.
Government officials said seminars and training sessions held during the expo were designed to strengthen tourism development at local government level and improve Uganda’s international tourism marketing networks through diplomatic missions abroad.
The ministry further identified the upcoming 2027 Africa Cup of Nations as a major opportunity for Uganda’s tourism industry.
“AFCON is a continental milestone that we must embrace and actively prepare for as we get ready to host the world,” the Katusiime added.
Despite the optimism, the ministry acknowledged the vulnerability of tourism to global shocks, including conflicts and disease outbreaks. Officials cited ongoing tensions in the Middle East and Ebola cases in the neighboring Democratic Republic of the Congo as factors that have affected travel decisions.
“We want to firmly reassure the global community tonight that Uganda boasts robust, world-class health management systems,” the Permanent Secretary said.
The ministry also urged media practitioners and social media users to report responsibly during health emergencies to avoid damaging the tourism sector through misinformation.
The ceremony additionally recognized businesses investing in sustainability, innovation and community inclusion, while welcoming new initiatives such as the “We Explore” project and the Sustainable Tourism Value Chain Initiative.
“As many of you know, new stringent regulations in the European market now mandate international trading strictly with enterprises that verifiably invest in sustainability,” the Permanent Secretary said. “I strongly urge our entire private sector to aggressively embrace green and sustainable principles.”