Forging Regional Unity Through Tourism: Highlights from POATE 2025

The recently concluded 9th edition of the Pearl of Africa Tourism Expo (POATE) 2025, held from May 21 to 24 at Speke Resort and Convention Centre in Munyonyo, Kampala, served as a significant platform for fostering regional tourism partnerships. Under the theme “Tourism and Sustainable Transformation,” the expo brought together over 5,000 trade visitors, 70 international buyers, and a diverse array of exhibitors, aiming to position Uganda as a premier global tourism destination.

Among the attendees was our representative, Isaac Olupot, who actively engaged with various stakeholders to forge strategic partnerships within East Africa. Recognizing that regional visitors account for 80% to 90% of Uganda’s inbound tourist traffic, particularly from neighboring countries like Kenya, Rwanda, and Tanzania, Olupot’s efforts were timely and aligned with the expo’s objectives.

POATE 2025 featured several key forums, including the Regional Tourism Forum, which focused on promoting cross-border tourism initiatives and enhancing regional collaborations. These sessions provided Olupot with opportunities to discuss strategies for improving travel facilitation and developing transboundary tourism products with fellow East African stakeholders.

The expo also highlighted the growing importance of Meetings, Incentives, Conferences, and Exhibitions (MICE) tourism, positioning Uganda as a hub for international events. This focus on MICE tourism aligns with the broader goal of attracting high-value visitors and fostering sustainable growth in the region’s tourism sector

In addition to formal sessions, the “Tell Your Story – Explore Uganda” campaign was launched to encourage Ugandans to share their travel experiences, thereby promoting domestic tourism and cultural heritage.

Blessed Isaac Olupot’s participation in POATE 2025 underscores our commitment to strengthening regional ties and contributing to the sustainable transformation of East Africa’s tourism industry. Through active engagement and collaboration, we aim to play a pivotal role in advancing the region’s tourism potential.