Museveni Rallies Support for Tourism at POATE 2026
President Yoweri Kaguta Museveni has reaffirmed Uganda’s commitment to positioning tourism as a major driver of economic transformation, investment, and international visibility while officiating at the opening of the 10th Pearl of Africa Tourism Expo (POATE) 2026 at Speke Resort Munyonyo.
Uganda's 10th Pearl of Africa Tourism Expo opened Thursday drawing over 1,500 delegates from more than 40 countries to showcase safaris, culture, and natural beauty under the 'Wanderlust' theme.
The three-day tourism and trade gathering brought together tourism stakeholders, international buyers, exhibitors, investors, media, creatives, and development partners from across the world to explore opportunities, forge partnerships, and shape the future of Uganda’s tourism industry.
Addressing delegates at the high-level event, Museveni described Uganda as one of the world’s most unique destinations, citing its location on the Equator, favorable climate, high altitude, natural beauty, rich cultural heritage, and peace and stability.
“Uganda is unique. Come and experience the original Africa,” Museveni said as he invited global travelers and investors to explore the country.
The President noted that Uganda sits directly on the Equator, only about 200 metres from Entebbe International Airport, while maintaining an altitude of approximately 1,200 metres above sea level — a rare geographical combination that gives the country year-round sunshine and moderate weather conditions.
He further highlighted Uganda’s dramatic landscapes, including mountains rising over 5,000 metres above sea level, positioning the country among the world’s most geographically diverse destinations.
Museveni said tourism remains deeply connected to services such as entertainment, ICT, hospitality, transport, and culture, emphasizing that growth in the sector directly contributes to Uganda’s journey toward upper-middle-income status.
“As our economy grows towards upper-middle-income status, we shall also improve the tourism experience, including friendlier visa arrangements to attract more visitors,” the President said.
The Head of State also emphasized the importance of regional integration, noting that Uganda continues working closely with neighboring countries including Tanzania and Somalia to strengthen one market and reduce barriers created by colonial borders.
“We have continued working closely with our neighbours to strengthen regional integration, build one market, and address distortions created by colonial boundaries,” he noted.
Beyond tourism, Museveni linked Uganda’s future growth to the intersection of peace, agriculture, innovation, and culture. He praised Uganda’s traditional foods such as millet, bananas, pineapple, and milk as among the healthiest in the world and argued that Africa can help address unhealthy global food systems.
He also commended Uganda’s young scientists and innovators for modernizing traditional knowledge, especially in medicine and technology, saying the country’s blend of indigenous wisdom and modern education presents enormous economic potential.
Museveni referenced British statesman Winston Churchill, who famously described Uganda as the “Pearl of Africa” in 1907, saying even seasoned travelers continue to marvel at Uganda’s uniqueness more than a century later.
The President’s presence at POATE 2026 was widely viewed as a strong signal of continued government backing for tourism as one of Uganda’s key economic sectors under the ATMS strategy.
Speaking during the Expo, Permanent Secretary in the Ministry of Tourism, Wildlife and Antiquities, Doreen Katusiime, said Uganda’s peace and stability remain the foundation upon which tourism thrives.
“Your Excellency, your leadership has laid a strong foundation for the growth and transformation of Uganda’s tourism industry,” she said.
Katusiime noted that Uganda’s resilience during global health crises including HIV/AIDS, COVID-19, and Ebola strengthened international confidence in the country as a safe and reliable tourism destination.
She added that continued investments in roads, bridges, airports, urban infrastructure, and digital connectivity are improving accessibility to tourism sites across the country while expanded air connectivity is opening new opportunities for regional tourism growth.
Uganda Tourism Association President Yogi Biriggwa described POATE as a strategic platform that continues to foster meaningful B2B and B2C engagements, partnerships, and investment opportunities within the tourism sector.
Biriggwa also called for the operationalization of a dedicated tourism fund accessible to private sector players, arguing that such support would strengthen destination marketing, improve tourism products and standards, and enhance Uganda’s competitiveness globally.
“Tourism is more than an industry. It is a driver of jobs, foreign exchange, investment, and inclusive economic growth,” she said.
The Expo also featured engagements between stakeholders in tourism, film, media, and the creative industry, with discussions focusing on the growing influence of storytelling, film production, and digital media in destination marketing and shaping global perceptions about Uganda.
Organised by the Uganda Tourism Board (UTB), POATE 2026 will continue over the next three days with exhibitions, networking sessions, business meetings, cultural showcases, awards ceremony, and strategic discussions aimed at unlocking Uganda’s tourism potential and strengthening Destination Uganda on the international stage.
