The Ministry of Tourism, Wildlife and Antiquities (MTWA), together with itsAgencies including the Uganda Tourism Board, Uganda Wildlife Authority, Uganda Hotel and Tourism Training Institute, Uganda Wildlife Research and Training Institute, Uganda Museum and the Uganda Wildlife Conservation Education Centre in partnership with Talent Africa Group has today launched the highly anticipated “9th edition of the Pearl of Africa Tourism Expo (POATE) 2025” and the “Tell Your Story – Explore Uganda” Campaign. This premier tourism and travel trade show will take place from 21st to 24th  May 2025, at the state-of-the-art Speke Resort and Convention Centre in Munyonyo, Kampala, Uganda.

This year’s expo under the theme “Tourism and Sustainable Transformation,” aims to bring together tourism stakeholders, international buyers, investors and media representatives to experience the diverse offerings of Uganda’s tourism sector. The event will also serve as a platform to showcase Uganda’s unique attractions and experiences, enhancing its visibility on the international tourism map.

Additionally, the “Tell Your Story – Explore Uganda” Campaign is a storytelling initiative that encourages Ugandans to share their most captivating tourism experiences through videos, photos and written content. This campaign aims to foster nationwide engagement in domestic tourism, inviting citizens to narrate their unique experiences and promote the beauty of Uganda’s landscapes and cultures through an immersive audio-visual journey.

POATE is an annual flagship event designed to position Uganda as a leading global tourism destination. The expo provides an invaluable platform for industry players to engage in high-level networking, create business partnerships, and explore investment opportunities. The 2025 edition will host 70 selected international buyers, over 5,000 trade visitors, and a diverse range of exhibitors from around the world, enabling robust Business-to-Business (B2B) and Business-to-Consumer (B2C) interactions.

The upcoming expo will highlight the increasing importance of MICE (Meetings, Incentives, Conferences, and Exhibitions) tourism, aligning with emerging global trends in travel and hospitality. Attendees immerse themselves in an exciting lineup of activities including destination marketing presentations, expert panel discussions, media engagement opportunities, and immersive cultural showcases.

With a strong commitment to sustainability and innovation, POATE 2025 aims to foster meaningful collaborations among tourism stakeholders, policymakers and private sector players to advance the industry. International and local exhibitors, travel professionals, influencers and media representatives are encouraged to participate in this landmark event to uncover new business prospects and explore Uganda’s unmatched tourism potential.