The Pearl of Africa Tourism Expo: Showcasing Uganda to the World
Uganda, often called the “Pearl of Africa,” is known for its natural beauty, wildlife, and cultural richness. Each year, this reputation takes center stage at the Pearl of Africa Tourism Expo (POATE) — Uganda’s premier travel and tourism exhibition.
Held in Kampala, POATE brings together tour operators, airlines, hoteliers, travel agents, investors, and media from around the globe. It’s where business meets beauty, and where Uganda tells its story to the world.
What Is POATE?
The Pearl of Africa Tourism Expo (POATE) is an annual event organized by the Uganda Tourism Board (UTB). Its goal is simple: promote Uganda as a top travel destination by connecting local and international tourism stakeholders.
The expo features exhibitions, networking sessions, panel discussions, cultural showcases, and familiarization trips across the country. It blends business with cultural immersion, giving travel professionals firsthand experience of Uganda’s offerings.
Who Attends?
POATE draws a diverse crowd:
- International buyers – Tour operators and agents from Europe, Asia, the Americas, and Africa.
- Local exhibitors – Ugandan tour companies, hotels, lodges, airlines, and craft vendors.
- Media and influencers – Travel journalists, bloggers, and filmmakers capturing Uganda’s story.
- Government agencies and NGOs – Tourism boards, conservation bodies, and policy makers.
By creating a platform for exchange, POATE boosts Uganda’s tourism visibility and helps build partnerships that extend beyond the event.
Why It Matters
Tourism is a key driver of Uganda’s economy. POATE highlights the country’s diversity — from mountain gorillas in Bwindi, to wildlife safaris in Murchison Falls, Nile rafting in Jinja, and tribal dances in Karamoja.
Uganda competes with more globally known destinations like Kenya or Tanzania. Events like POATE help Uganda stand out, showing that it offers unique, authentic, and affordable travel experiences.
POATE also supports domestic tourism. Local travelers and businesses discover parts of Uganda they may have overlooked.
Highlights from Previous Expos
Each POATE has a unique theme. Recent editions have focused on sustainable tourism, digital transformation, and post-pandemic recovery.
Popular features include:
- Cultural performances – Traditional dances, music, and storytelling.
- Investment forums – Discussions on tourism infrastructure, conservation, and hospitality.
- Media trips – Fam tours to gorilla parks, lakes, waterfalls, and heritage sites.
- Exhibition stalls – Local businesses display everything from safari packages to organic coffee and handmade crafts.
These events create a space where Uganda’s beauty meets real business.
POATE’s Role in Uganda’s Global Tourism Strategy
Uganda’s tourism sector is rebuilding and expanding. POATE plays a key role in attracting new markets and forging regional partnerships. It helps put Uganda on the radar of tour operators looking for fresh destinations in Africa.
With support from the East African Tourism Platform, POATE also encourages cross-border packages that combine Uganda, Rwanda, Kenya, and Tanzania.
It’s not just an expo — it’s a launchpad for the future of tourism in the Pearl of Africa.
When and Where Is It Held?
POATE is typically held between February and May each year in Kampala, often at the Speke Resort Munyonyo or other major venues. The three-day event includes:
- Day 1: Conference and keynote sessions
- Day 2: Business-to-business (B2B) meetings and exhibitions
- Day 3+: Hosted fam trips across Uganda
Visitors are encouraged to register in advance through the official Uganda Tourism Board website.
Plan Your Safari
The Pearl of Africa Tourism Expo isn’t just an event — it’s an invitation. It’s where Uganda opens its arms to the world and shares the landscapes, stories, and spirit that make it unforgettable.
Whether you’re a tour operator, a travel blogger, or a curious traveler, POATE offers the perfect introduction to Uganda. Stay after the expo and explore what you just heard about — from gorilla trekking and safaris to island retreats and vibrant cultures.
Let POATE inspire your next journey. Let Uganda welcome you.
