POATE 2025 to shine spotlight on Uganda's hidden gems

The Pearl of Africa Tourism Expo (POATE) 2025 is set to be a major event, drawing 90 destination buyers from key markets, including the USA, the EU, and across Africa. 

Positioned to be the most significant edition yet, it will feature business-to-business (B2B) sessions, exhibitions, and familiarisation trips to Uganda’s top attractions, offering participants a comprehensive experience of the country's tourism offerings.

Commissioner Lyaz Mamerito emphasised that the event aims to become the African continent’s key annual gathering where industry stakeholders meet to discuss the latest trends and tourism developments.

“Our goal is to surpass pre-COVID-19 arrival numbers to reach a target GDP of $500 million, with a contribution to tourism, ICT, and manufacturing,” Lyaz stated.

“To achieve this, we need to attract more travellers from our traditional source markets such as the USA, EU, and Asia, as well as boost engagement with visitors from neighbouring African countries. That’s why we organised the first Uganda-Kenya Coast Expo last year. While other countries are limiting travel due to disease outbreaks, we can still foster growth by connecting with our neighbours.”

It was during a media engagement at the Ministry of Tourism, Wildlife and Antiquities on March 25, 2025, that Lyaz also highlighted Uganda’s appeal to the modern post-COVID traveller, focusing on sustainable tourism, less crowded destinations, and authentic cultural experiences, including local food and wine.

“POATE 2025 will showcase not only iconic attractions like national park safaris, mountain gorilla and chimpanzee tracking, but also unique Ugandan cuisines such as Oluwombo, Rolex, and Eshabwe, as well as our vibrant nightlife,” he added. 

“With 400 exhibitors, the event will highlight Uganda’s diverse tourism products. The Uganda Investment Authority (UIA) will also have a dedicated stall to present the industry’s investment opportunities and incentives. Additionally, prominent figures such as Sudhir Ruparelia will share insights into their successful business ventures,” Lyaz concluded.

MICE industry aims for top ranking in Africa

Peter Mayanja, chairman of the Association of Conferences and Incentive Industry (ACII), is determined to position Uganda among the top five meetings, incentives, conferences, and exhibitions (MICE) destinations in Africa.

He highlighted that with 50 trained professional conference organisers (PCOs), POATE will offer a valuable platform for organisers to exchange ideas, share experiences, and expand their networks.

“Uganda faces the challenge of staying competitive in the global MICE sector if we are to secure international events,” Mayanja explained.

“The presence of Speke Resort Munyonyo Convention Centre is a significant asset, enhancing our destination’s appeal and capability to host major events. One of the key benefits of hosting such events is the positive economic impact - participants contribute to the local economy by shopping for souvenirs, entertainers find employment, translators are hired, and the overall visibility of Uganda is elevated,” he added.

Meanwhile, a group of travel journalists had their creativity ignited by media consultant Jan Ajwang.

“The media landscape is evolving rapidly, and the way we consume information is shifting,” Ajwang explained. “To effectively communicate your message, it’s important to combine photographs, text, video, and graphics. Timing is also key - post your content when it’s most likely to reach your audience, such as early in the morning during their commute, at lunch breaks, or in the evening when people are unwinding.”

Ajwang encouraged the journalists to share their unique experiences and craft stories that would captivate their followers, drawing them in both virtually and physically.

“Tell compelling stories about destinations, food, culture, or even something as intriguing as a bird, a snake, a tiger, or the circumcision traditions in Bugisu,” Ajwang suggested. “You could easily have a fresh, exciting story about Uganda for every single day of the year. Make sure you give your audience feedback.”

The journalists asked for the profiles of the presenters expected and the topics they were bound to address. Others requested the achievements of the previous expos and what is expected of this one.

“The goal is to promote Uganda as a sustainable tourism destination at a time when the impact of climate change is increasingly evident," said PRO Eunice Tworekirwe.

"The media has been familiarised with new tourism products, such as agro-tourism in Western Uganda, birding, adventure, cultural experiences in Eastern Uganda, and other exciting offerings. They know what they are communicating about.”

She summed up that Uganda has something to offer even the most sophisticated travellers, with a range of service providers catering to all preferences, from budget-friendly options to mid-range and high-end experiences.