Uganda Eyes Tourism Breakthrough as POATE 2026 Opens in Kampala

Uganda has signalled an ambitious push to reposition itself as one of Africa’s leading tourism destinations as the Pearl of Africa Tourism Expo (POATE) 2026 opened in Kampala, drawing global industry players at a pivotal moment for the sector.

The three-day event, held at Speke Resort Munyonyo, has attracted tourism investors, travel trade professionals, destination marketers and policymakers from across Africa and beyond, in what officials describe as a strategic platform to elevate Uganda’s visibility on the global travel map.

Coming at a time when the country is recovering from the effects of the COVID-19 pandemic and managing concerns linked to the recent Ebola outbreak, the expo is being used to send a clear message: Uganda is open, safe and ready for tourism and investment.

In remarks delivered at the opening, President Yoweri Museveni expressed confidence in Uganda’s prospects, highlighting the country’s favourable climate, rich biodiversity, diverse wildlife, cultural heritage and political stability as key advantages in an increasingly competitive global tourism market.

He also addressed international concerns over Ebola, stressing that the government had adopted targeted, science-based measures to contain the outbreak without disrupting economic activity.

“Uganda remains peaceful, welcoming and open for business,” Museveni said, inviting global travelers to continue exploring the “Pearl of Africa.”

His message comes as Uganda prepares to co-host the 2027 Africa Cup of Nations (AFCON), an event government officials and tourism leaders are positioning as a major opportunity to boost international visibility and attract long-term investment.

Permanent Secretary in the Ministry of Tourism, Wildlife and Antiquities, Doreen Silver Katusiime, said Uganda’s growing tourism profile is anchored in sustained political stability and ongoing infrastructure development.

She noted that a stable environment remains critical for tourism growth, adding that Uganda is increasingly well-positioned to handle higher tourist inflows and investor interest.

Uganda Tourism Board (UTB) Chief Executive Officer Juliana Kagwa described tourism as a key driver of Uganda’s economic transformation, with the potential to generate foreign exchange, create jobs and stimulate growth across local communities.

She said POATE represents more than an annual showcase, but a deliberate strategy to strengthen Uganda’s competitiveness in the global tourism industry.

“Our ambition is to position Uganda as a must-visit destination and make tourism a leading contributor to national development,” Kagwa said.

UTB Board Chairperson Pearl Hoareau Kakooza echoed the optimism, pointing to rising visitor projections and growing global interest as indicators of a sector entering a new phase of expansion.

She said AFCON 2027 would play a critical role in showcasing Uganda to millions of potential visitors worldwide.

Discussions at the expo have focused on converting Uganda’s natural and cultural assets into stronger commercial opportunities, with key themes including investment, destination branding, conservation, aviation connectivity and digital marketing.

This year’s edition has drawn a larger pool of international buyers and exhibitors, with delegates from Europe, Asia, the Americas and across Africa participating in business-to-business engagements and networking sessions.

For Uganda, the stakes are high.

Tourism remains one of the country’s top foreign exchange earners and a major source of employment, particularly for youth and women. Increasingly, policymakers are treating the sector not just as a leisure industry, but as a cornerstone of economic transformation.

As POATE 2026 unfolds in Munyonyo, the message from Kampala is unmistakable: Uganda is no longer content with being an underrated destination—it is positioning itself as a serious contender in Africa’s tourism and investment landscape.

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