POATE 2026 Into High Gear as Uganda Welcomes Global Buyers Ahead of Landmark Tourism Expo.
Final preparations for the 10th edition of the Pearl of Africa Tourism Expo (POATE) 2026 concluded Thursday in Munyonyo as Uganda intensified efforts to deliver what officials describe as the country’s most ambitious and commercially focused tourism showcase yet.
The high-level review meeting at the Speke Resort Convention Centre Munyonyo brought together Tourism Minister Tom Butime, State Minister for Tourism Martin Mugarra Bahinduka, Permanent Secretary Doreen Katusiime, members of the National Organising Committee, private sector stakeholders and officials from the Uganda Tourism Board (UTB).
The engagement focused on ensuring that POATE 2026 delivers meaningful value for Uganda’s tourism sector through stronger global visibility, strategic business engagements and high-impact destination marketing.
Scheduled for May 21 to 23 under the theme “Wanderlust – It’s Your Time to Thrive,” the expo comes at a time when Uganda’s tourism industry is experiencing renewed momentum, rising tourist arrivals and growing international attention.
Even before the official opening, signs already point to a larger and more influential edition compared to previous years.
UTB figures show that POATE 2026 has already attracted 295 paid exhibitors out of a target of 350, up from 202 exhibitors registered during the 2025 edition. The expo has also registered 480 hosted buyers, 1,356 delegates and more than 215 trade visitors.
Officials say this year’s hosted buyers represent stronger conversion potential and long-term partnership opportunities, particularly from Asia, Europe, the Americas and regional African markets.
On Thursday, Uganda officially welcomed the hosted buyers ahead of the expo, bringing together travel professionals from key source markets for what tourism officials hope will become a transformative experience in the Pearl of Africa.
Speaking about the hosted buyers ahead of the familiarisation trips, Isa Kato, the Vice President of the Uganda Tourism Association, who is also a tour operator managing Prestine Tours, praised the country's tourism teams and expressed optimism about Uganda's image abroad.
" The Fam trip army is unleashed to our visitors across the globe. They are here to Explore Uganda. These are our professional guides, licensed and skilled to represent our great nation. We pray they come back with great experiences and stories to tell to their prospective clients in their countries. Uganda shall always be a great nation," Kato said.
He also encouraged Ugandans and tourism enthusiasts to participate in the upcoming expo at Munyonyo.
"I also invite people to Speke Resort Munyonyo on May 22 and 23 to come and see for themselves the immense opportunities available for those searching for their next holiday destination, those interested in joining tourism, students and many others," he added.
On Friday, the buyers embarked on immersive familiarisation trips across the country, experiencing Uganda’s tourism offerings firsthand through curated destination tours.
The groups are expected to visit Bwindi Impenetrable National Park for mountain gorilla tracking, Queen Elizabeth National Park and the Kazinga Channel for wildlife experiences, as well as Kibale National Park and selected cultural tourism sites in Kampala.
The familiarisation trips, running from May 15 to 20, are intended to expose international buyers, media and tourism investors to Uganda beyond promotional campaigns and brochures.
Officials say the pre-POATE tours are critical in translating international interest into contracted itineraries, tourism partnerships and increased visitor arrivals.
“Every edition of POATE is another opportunity for Uganda to remind the world that the Pearl of Africa is not just visited, it is felt,” UTB noted.
The final preparation meetings also emphasized the broader mission of POATE beyond exhibitions and networking.
According to organisers, the expo aims to amplify Uganda’s global tourism profile through hosted experiences for international media, investors and tour operators, while also driving commercial opportunities through strategic Business-to-Business engagements.
The expo is further expected to strengthen Uganda’s positioning as a leading African destination for adventure, wildlife, birding, culture, luxury travel and Meetings, Incentives, Conferences and Exhibitions (MICE) tourism.
POATE 2026 will feature exhibitions, destination showcases, cultural experiences, investment forums, networking sessions and public tourism engagements, with organisers promising a world-class experience for both regional and international participants.
Tourism officials believe the expo is arriving at a crucial time for the sector.
Uganda recorded more than 1.6 million international tourist arrivals in 2025, up from approximately 1.37 million in 2024 and 1.27 million in 2023. Tourism earnings also rose to about 1.62 billion US dollars in 2025 from about 1.1 billion US dollars in 2023.
The growth has largely been linked to aggressive destination marketing campaigns, including the “Explore Uganda” initiative, improved strategic branding and stronger international promotion efforts.
Industry data further indicates that tourists spent an average of 8.8 nights in Uganda in 2025, reflecting the country’s growing appeal as an immersive travel destination.
While over 80 percent of Uganda’s tourists still come from within Africa, the country is also witnessing growing arrivals from high-value markets such as the United States, India and China.
Officials say Uganda’s tourism marketing strategy is increasingly focusing on attracting high-value visitors rather than simply increasing numbers.
Tour operators say POATE’s Business-to-Business sessions remain a lifeline for local operators seeking to convert overseas interest into real business deals.
POATE has acted as the point through which the sector has organised, invested and presented itself to the world.
Another major highlight of this year’s expo will be the inaugural Pearl of Africa Tourism Awards, launched by UTB in partnership with the European Union Delegation to Uganda.
The awards will recognise excellence across tourism products, conservation, storytelling, media, photography, innovation and community-driven tourism initiatives.
Organisers describe the awards as a strategic intervention aimed at improving competitiveness, encouraging innovation and promoting sustainable tourism standards across Uganda’s tourism value chain.
Speaking during the launch of POATE 2026 late last year, UTB Chief Executive Officer Juliana Kagwa said the expo represents a defining moment for Uganda’s tourism recovery and expansion.
“POATE 2026 comes at a time when Uganda’s tourism sector is regaining strong momentum. We are inviting the world to reconnect with Uganda, a country of resilience, diversity and opportunity. This is a defining moment for our industry to thrive through collaboration, innovation and purposeful marketing,” she said.
With the final preparations now concluded, activity around Munyonyo is intensifying as exhibitors assemble, delegates arrive and hosted buyers begin their nationwide tourism experiences ahead of next week’s showcase.
From exhibitions and cultural showcases to business networking and investment opportunities, organisers say POATE 2026 is expected to present Uganda not only as a tourism destination, but also as a competitive and sustainable investment hub for Africa’s growing travel economy.
