KAMPALA, Uganda – Laughter, music, and the rhythmic beat of African drums filled the air on Wednesday as Uganda officially opened its most anticipated tourism event of the year — the Pearl of Africa Tourism Expo (POATE). Held in the heart of Kampala, this lively gathering is more than just an exhibition — it’s a heartfelt invitation from Uganda to the world.
This year’s three-day event, themed “Experience the Heart of Uganda: Lifestyle and Hospitality,” brings together not just industry professionals but also passionate travelers, local artisans, and cultural ambassadors, all united by a common goal — to showcase the soul of Uganda.
“The Pearl of Africa Tourism Expo is not just Uganda’s event — it’s East Africa’s pride,” said Prime Minister Robinah Nabbanja, who officially inaugurated the expo on behalf of President Yoweri Museveni. “It’s a space where cultures meet, friendships are formed, and opportunities are unlocked.”
From beautifully crafted huts to colorful exhibitions and storytelling under the African sun, POATE offers visitors a taste of the country’s rich heritage and world-renowned hospitality. Over 450 exhibitors from more than 50 countries are participating, including tourism boards, airlines, hotels, and tour operators from across Africa, Europe, the U.S., and Asia.
Minister of Tourism, Wildlife and Antiquities, Tom Butime, emphasized the deeper purpose behind the event. “This isn’t just about travel brochures and business cards. It’s about human connections. It’s about telling Uganda’s story — one that blends nature, culture, and a warm smile.”
The expo includes hands-on experiences like business networking sessions, educational workshops, and even guided trips to Uganda’s breathtaking landscapes — from the snowcapped Rwenzori Mountains to the serene shores of Lake Victoria.
Uganda has big dreams for its tourism sector. The government aims to boost tourism revenues to $1.9 billion annually and increase per-visitor earnings, signaling a renewed commitment to sustainable and community-driven travel experiences. Encouragingly, tourism revenue already surpassed $1 billion in 2023, a remarkable rise from $687 million in 2022.
Beyond the numbers, tourism remains a lifeline for thousands of Ugandan families — providing jobs, supporting artisans, and funding conservation efforts.
As guests strolled through the expo grounds, many stopped to take selfies with a towering elephant sculpture made entirely from recycled plastic — a symbol of Uganda’s innovative spirit and dedication to eco-friendly tourism.
For anyone seeking not just a destination but a genuine connection with people and nature, Uganda’s message is clear: You’re welcome here. Come feel the heart of Africa.
