What POATE 2025 opportunities mean for tourism, investment, trade, and culture

The Ministry of Tourism, Wildlife and Antiquities (MTWA), in partnership with the Uganda Tourism Board (UTB), is proud to announce the return of Uganda’s flagship tourism and travel trade show, the Pearl of Africa Tourism Expo (POATE 2025). The highly anticipated event will take place from May 21st to 24th, 2025, at the newly expanded Speke Resort Convention Centre in Munyonyo, bringing together stakeholders from around the world to celebrate and invest in Uganda’s tourism potential under the theme: “Tourism & Sustainable Transformation”.

What is POATE 2025?

POATE 2025 is Uganda’s premier tourism, trade, and investment expo—a dynamic four-day showcase of the country’s diverse travel offerings, natural wonders, cultural richness, and investment-ready opportunities. Organised by the MTWA through UTB, POATE aims to position Uganda as Africa’s most inclusive, sustainable, and opportunity-driven tourism destination. This year’s edition marks a significant milestone, building on the momentum from previous years while responding to global travel trends, regional integration, and Uganda’s renewed prioritisation of tourism as a key pillar of national development.

According to Rtd. Col. Tom Butiime, Uganda’s Minister of Tourism, Wildlife and Antiquities, “This year’s POATE is a celebration of what we have achieved as a tourism sector and an invitation to all stakeholders—domestic and international—to explore how we can grow further. POATE 2025 will showcase Uganda not only as a destination of breathtaking beauty, but as a hub for strategic partnerships, investment opportunities, and innovative business ideas.” He further noted, “We are excited to open our doors to the world. This event reinforces our commitment to elevating Uganda’s tourism profile and unlocking the full potential of the Pearl of Africa.”

Who Is POATE 2025 For?

POATE 2025 has been designed as a multi-stakeholder platform that creates value and visibility for a wide range of participants. It is a vital event for international and regional hosted buyers, including tour operators, destination management companies (DMCs), luxury travel agents, and travel designers seeking fresh, authentic African experiences. It is also highly beneficial for Ugandan and East African tour operators and travel agents looking to showcase their products, build new partnerships, and expand their market reach.

Investors and development partners will find POATE 2025 a unique opportunity to explore Uganda’s tourism investment pipeline, which includes projects ranging from eco-lodges to digital travel platforms, all backed by progressive policy incentives. For corporate sponsors, the event provides a high-visibility platform to align their brands with impact, sustainability, and growth across East Africa’s fastest-growing tourism economy. Local and international media, as well as social media influencers, will benefit from direct access to immersive experiences and powerful storytelling moments.

Government leaders and policymakers at both national and regional levels will have an opportunity to engage in critical dialogue on strategy, sustainability, and policy. The general public, particularly domestic tourists, students, and youth, will be invited to explore Uganda’s hidden gems and participate in a cultural celebration that connects them to the spirit of the Pearl of Africa.

Key Dates and Events

The program for POATE 2025 will span four impactful days, each designed to maximise engagement and opportunity. On May 21, the event will open with a Regional Tourism Conference and an official opening ceremony. May 22 will feature the core B2B marketplace, a high-level Tourism Investment Forum, and a Business Networking Gala for relationship-building. On May 23, participants will attend the Destination Marketing Symposium, followed by an exciting Cultural Night experience. The final day, May 24, will be dedicated to public engagement with a community and youth-focused Expo Day.

Ms. Doreen Katusiime, Permanent Secretary at MTWA, emphasised, “POATE 2025 will be a convergence of ideas, innovation, and investment. It is a space where the public and private sectors collaborate to explore new frontiers in tourism development.” She also highlighted the opportunity POATE presents to young Ugandans: “We are focusing on youth inclusion in tourism innovation, enterprise, and promotion. POATE is not just an event, it’s a springboard for the next generation of tourism leaders.”

Expected Participation and Economic Impact

POATE 2025 is expected to attract a robust and diverse audience from across the globe. Organisers anticipate the participation of 88 hosted buyers from over 24 key source markets, including the United States, United Kingdom, Germany, France, India, South Africa, and Nigeria. More than 100 exhibitors will showcase Uganda’s best tourism products and services. Delegations from over 60 countries are confirmed, alongside thousands of public visitors and domestic tourists.

Tourism in Uganda currently contributes 5.5 per cent to the country’s Gross Domestic Product and supports over 750,000 jobs, with 58 per cent of these held by women and 77 per cent by youth. POATE 2025 is expected to catalyse sector recovery, expand the visibility of community tourism, and connect Uganda to global trends such as sustainable travel, heritage tourism, and wellness experiences.

Bradford Ochieng, Acting CEO of UTB, remarked, “We are positioning POATE 2025 as a powerful convening space where tourism meets innovation, trade, and investment. This is our moment to reimagine Uganda as a globally competitive, proudly African destination.” He further added, “Our goal is to transform Uganda into a year-round tourism economy. POATE is the ignition point—connecting investors to projects, travellers to experiences, and ideas to execution.”

Why Attend POATE 2025?

POATE 2025 offers an unparalleled value proposition for anyone connected to tourism, investment, trade, and culture. For international and regional hosted buyers, the event presents a prime opportunity to discover new destinations, build supplier relationships, and curate unique travel packages tailored to evolving global tastes. From gorilla trekking to cultural tourism, Uganda’s offerings will give buyers the diversity and authenticity their clients crave.

For domestic and East African tour operators, POATE provides a vital platform to gain visibility on a regional and international scale. It facilitates direct engagement with hosted buyers, government agencies, and investors, helping operators form new collaborations and generate bookings. Whether launching a new product, showcasing innovation, or entering new markets, POATE is where business gets done.

Investors and development partners will find POATE 2025 a catalyst for opportunity. With Uganda’s tourism sector identified as a priority growth area under Vision 2040 and bolstered by supportive policies, the event is a gateway to bankable projects, green investment partnerships, and public-private ventures that align with sustainable development goals.

Corporate sponsors have a chance to align their brands with a purpose-driven initiative that celebrates community, culture, and conservation. Through high-profile branding, co-hosted sessions, and experiential engagement zones, sponsors enjoy meaningful visibility while demonstrating their commitment to Uganda’s development journey.

For media and content creators, POATE 2025 offers access to rich visual content, exclusive interviews, and real-time storytelling opportunities. From wildlife encounters to behind-the-scenes interactions with artisans and entrepreneurs, it’s a creative goldmine for journalists, vloggers, and influencers.

Government officials and policymakers will engage in shaping regional tourism strategy, building cross-border linkages, and contributing to conversations around integration, infrastructure, and investment frameworks. The presence of high-level delegates from EAC member states and global institutions ensures that POATE is as much about diplomacy as it is about development.

And for the general public—especially students, youth groups, and families—POATE 2025 is a celebration of Uganda’s identity. From cultural dances to food exhibitions and regattas to family games, the public expo day invites Ugandans to explore, learn, and fall in love with their own country again.

Mrs. Yogi Biriggwa, President of the Uganda Tourism Association (UTA), provided the private sector’s perspective: “POATE remains a critical business platform for our members. It connects local enterprises with global markets, enhances our visibility, and drives real business growth.” She continued, “What excites us most about POATE 2025 is the renewed energy and intentionality around public-private collaboration. The tourism sector can only grow when we move together—government, private sector, communities, and consumers.”

Why Uganda, the Pearl of Africa?

Uganda is more than just a destination—it is a strategic gateway to East Africa, a biodiversity powerhouse, and a cultural mosaic unmatched anywhere on the continent. Known as the Pearl of Africa, Uganda offers a rare blend of experiences that span wildlife, adventure, culture, and wellness, making it one of the most complete and compact tourism products in Africa.

With 53.9% of the world’s mountain gorillas, 11% of all bird species globally, and the iconic Big Five, Uganda is a bucket-list destination for eco-tourists, wildlife lovers, and conservationists alike. From the misty jungles of Bwindi and the Source of the Nile in Jinja to the snowcapped peaks of the Rwenzori Mountains and the rugged savannahs of Kidepo, Uganda delivers unforgettable, authentic African experiences.

But Uganda’s competitive edge extends beyond its beauty. It lies in how tourism is anchored in inclusive, sustainable growth. With women comprising 58% and youth 77% of the sector’s workforce, tourism is a key pillar of community resilience, job creation, and social transformation. For investors, this translates into ESG-aligned returns. For development partners, it presents a ready platform for scaling impact. For sponsors, it opens avenues for values-driven brand positioning.

Strategically located at the heart of the East African Community, Uganda serves as a springboard to over 300 million consumers through regional circuits and integrated travel opportunities. Its infrastructure, policy incentives, and regulatory environment are evolving fast—backed by a high-level commitment from the government, agencies, and the private sector.

All of these advantages—and the partnerships they make possible—can be unlocked at POATE 2025. Whether you’re a buyer, investor, policymaker, sponsor, or curious traveler, Uganda is ready for you. Come experience, connect, and unlock your next big opportunity at the Pearl of Africa Tourism Expo.

Call to Action

POATE 2025 is your moment. Whether you’re in the business of travel, policy, investment, culture, or community—Uganda is calling. We invite you to register now at www.poate2025.com, save the dates from May 21 to 24, 2025, and join us at the Speke Resort Convention Centre in Munyonyo.

Follow the conversation on social media via #POATE2025 #ExploreUganda, and let’s meet the world, make Uganda shine, and unlock our next big opportunity together.