Prime Minister Robinah Nabbanja has underscored the role the Pearl of Africa Tourism Expo (POATE) plays that has seen the expo grow into more than just Uganda’s flagship tourism event.

The premier in her remarks at the POATE 2025 opening ceremony, highlighted that the event has become one of the most influential regional expos, drawing together tourism stakeholders, business leaders, media, and investors from all corners of the globe.

“This expo stands as a gateway not only to Uganda but to the larger East African Community, Africa at large and the global world. It provides a vital platform for the formation of cross-border networks, trade synergies, and investment opportunities that benefit all participating nations,” she said.

Nabbanja explained that 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.

“The Government, through its Vision 2040 and the Tenfold Growth Strategy, has firmly committed itself to transforming tourism into a cornerstone of socio-economic development. This commitment is evident in the continued investment in tourism infrastructure, product diversification, and capacity building, all designed to create an enabling environment for private sector growth, community participation, and international collaboration,” she said.

Nabbanja added that Uganda’s approach to sustainable destination development is also aligned with the principles of green growth, digital adoption, and cultural preservation.

The participation of over 3,000 delegates from more than 50 countries this year is a powerful demonstration of the value of partnership and the increasing global interest in Uganda and the East African region.

In his remarks, Tourism minister, Tom Butime shared that tourism is not just a leisure industry but an engine for economic transformation, a bridge for cultural exchange, and a powerful tool for regional cooperation.

He explained that the EAC has made commendable progress in the tourism sector with initiatives such as the Single Tourist Visa among Uganda, Rwanda, and Kenya which has already shown that cooperation delivers results.
“The mutual recognition of tourism professionals, regional marketing platforms, and collaborative participation in international expos are clear signals that we are on the right path. Today, we gather here not just to exchange ideas, but to reaffirm our collective aspiration, to harness the full potential of regional tourism for the prosperity of our people,” he said.

Butime explained that tourism is not a zero-sum game and when one of the East African countries thrive, all benefit in turn.

“Together, we can build a stronger, more resilient, and globally competitive regional tourism industry. This Conference on Regional Tourism comes at a critical moment. We are here not just to speak, but to listen, learn, and lay a roadmap for actionable collaboration. I urge each participant to be bold in thought and constructive in dialogue.”

The minister hailed private sector partners, hoteliers, tour operators, airlines, associations and entrepreneurs for their unwavering support, resilience, creativity, and investments which continue to power the tourism industry.

He also underscored the contribution of government agencies—Uganda Tourism Board, UWA, UHTTI, UWRTI, and all the ministries and departments who have worked tirelessly to make the event a success.

Expos like POATE are a proven model for tourism development globally. In an era of digital transformation, shifting traveler preferences, and fierce global competition, face-to-face engagement remains a powerful tool. They allow us to tell our story, demonstrate our value, and attract targeted, high-quality visitors and investors.
In the lead-up to the official opening, the ministry conducted several important activities such as hosting Familiarization (FAM) trips for over 100 international hosted buyers and media representatives.

This allowed them 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.
The feedback has been overwhelmingly positive, and they are confident that many of these experiences will soon be shared with the world.

POATE is more than just an event. 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.