Robinah Nabbanja, the Prime Minister, at POATE 2025 on May 21st 2025
HABARI DAILY I Kampala, Uganda I The Pearl of Africa Tourism Expo, is a powerful demonstration of the value of partnership and the increasing global interest in Uganda and the East African region.
“This annual expo has become a proven model for tourism development globally, with this year’s version attracting participation of over 3,000 delegates from more than 50 countries,” said Robinah Nabbanja, the Prime Minister.
Representing President Yoweri Kaguta Museveni at yesterday’s official opening, she said that in an era of digital transformation, shifting traveler preferences, and fierce global competition, face-to-face engagement remains a powerful tool.
“POATE 2025 will allow us to tell our story, demonstrate our value, and attract targeted, high-quality visitors and investors,” she said at Speke Resort Munyonyo and Convention Centre, the venue of the Expo, which will run from the 21st to 24th May 2025.
Robinah Nabbanja, the Prime Minister, arriving at the event yesterday, May 21st 2025
Nabbanja said the expo provides a vital platform for the formation of cross-border networks, trade synergies, and investment opportunities that benefit all participating nations.
“What happens at POATE over the next few days through the business-to-business sessions, knowledge exchanges, exhibitions, and familiarization trips has the potential to translate into long-term economic growth, destination visibility, and livelihood improvement across regions,” she said.
She added that Uganda’s approach to sustainable destination development is also aligned with the principles of green growth, digital adoption, and cultural preservation.
Tom Butime, the Minister for Tourism, Wildlife and Antiquities said that POATE is more than just an event, adding that it is Uganda’s flagship tourism marketing platform, designed to connect local tourism businesses with international buyers, investors, and media.
“Over the years, it has grown into a regional brand, affirming Uganda’s position as a leading tourism destination in Africa. In the lead-up to this opening, several important activities have already taken place, the biggest of which are hosted Familiarization (FAM) trips.
Tom Butime (3rd L), the Tourism minister, with the Tourism Permanent Secretary, Doreen Katusiime (2nd L) at POATE 2025
“In these trips, we have hosted over 100 international hosted buyers and media representatives. These have been able to explore Uganda’s diverse offerings from the mountain gorillas of Bwindi to the wild savannahs of Kidepo, the adventure of the Nile, and the serenity of Lake Bunyonyi,” he said.
Butime said that the feedback has been overwhelmingly positive, and Government is confident that many of these experiences will soon be shared with the world.
Vivian Lyazzi the Acting Tourism Development Commissioner at the Ministry of Tourism, said that one of the key themes emerging from this event is sustainable transformation, where they are promoting of the use of reusable materials to minimize waste and reduce environmental impact.
He said that Uganda has transitioned into the implementation phase of the National Development Plan IV (NDP IV).
Officials from the Uganda Tourism Board (UTB), led by the Deputy Chief Executive Officer, Bradford Ochieng
“At the heart of this plan lies our collective ambition, which is economic transformation and sustained growth. Among the key drivers of this transformation is tourism, a low-hanging fruit with immense potential to stimulate inclusive development,” he said.
Lyazzi further noted that to harness this potential, Uganda must focus on attracting more visitors to destinations countrywide, while also investing intentionally in these areas.
“We have to prove that Uganda is a place of beauty and promise. But for its full potential to be realized, we must scale up existing investments,” he said.
POATE 2025 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.
