Kampala, Uganda — Uganda has intensified efforts to strengthen its position as one of Africa’s leading tourism destinations following the official opening of the 10th edition of the Pearl of Africa Tourism Expo (POATE) 2026, a flagship tourism and investment platform bringing together international buyers, investors, tour operators, media practitioners and hospitality stakeholders from across the globe. Held at Speke Resort Munyonyo under the theme “Wanderlust,” this year’s expo reflects Uganda’s growing ambition to position tourism not only as a leisure industry, but as a strategic pillar for economic transformation, regional integration and global engagement.
President Yoweri Kaguta Museveni, who officiated at the opening of the three-day event, reaffirmed government’s commitment to promoting tourism as a major contributor to employment creation, foreign exchange earnings, investment attraction and inclusive growth. Addressing delegates and tourism stakeholders, the President described Uganda as one of the world’s uniquely endowed destinations, citing the country’s favourable climate, biodiversity, cultural heritage, peace and natural beauty as key comparative advantages. “Uganda remains one of the most unique tourism destinations because of our favourable climate, rich culture, peace and natural beauty,” President Museveni noted while welcoming international delegates attending the expo.
The President also addressed regional and global concerns surrounding recent Ebola-related developments, assuring visitors and investors that Uganda continues to apply targeted scientific measures to protect public health while maintaining economic openness and stability. “Regarding Ebola, there is no cause for alarm. We are applying targeted measures and continuing to work scientifically to keep people safe while keeping our economy open,” he said. The event further highlighted Uganda’s broader strategy of strengthening intra-African tourism partnerships as part of efforts to diversify tourism markets beyond traditional source regions. One of the notable engagements at POATE 2026 involved a delegation of ten leading Destination Management Companies (DMCs) from South Africa, Namibia, Botswana and Zimbabwe, hosted following a familiarisation tour across Uganda.
The initiative, aimed at giving Southern African travel professionals firsthand exposure to Uganda’s tourism offerings, reflects a growing continental push toward regional tourism cooperation and market integration within Africa’s travel industry. Officials involved in the engagement noted that experiential familiarisation remains one of the most effective tools in destination marketing, particularly in a highly competitive global tourism environment where traveller confidence increasingly depends on authentic endorsements from industry professionals.
The Southern African delegation participated in business-to-business meetings, destination showcases and networking engagements with Ugandan tourism stakeholders during the expo, creating opportunities for investment partnerships, market expansion and cross-border tourism promotion. “Our objective is to strengthen tourism partnerships between Uganda and Southern Africa by giving travel trade professionals a firsthand experience of our destination,” officials involved in the initiative noted during the engagement. “We are confident this initiative will translate into stronger business relationships and increased visitor arrivals to Uganda.” Industry leaders at the expo emphasized that Uganda’s tourism strategy is increasingly being positioned within a wider framework of economic diplomacy and regional connectivity. Beyond wildlife and adventure tourism, the country is seeking to market itself as a destination for investment, conferences, sports tourism and cultural exchange.
Uganda Tourism Board Chairperson Pearl Hoareau Kakooza highlighted the potential impact of sports tourism ahead of the 2027 Africa Cup of Nations (AFCON), which Uganda is set to co-host. “Uganda has officially obtained the rights to host AFCON 2027, and through sports tourism, we expect not just to double but potentially triple the number of visitors next year because of the Africa Cup of Nations,” she stated. The anticipated tournament is expected to significantly boost hospitality, transport, infrastructure development and international visibility, while also accelerating investment into tourism-related sectors.
Tourism officials further stressed that the sector remains one of the country’s strongest engines for youth employment and community empowerment. Permanent Secretary at the Ministry of Tourism, Wildlife and Antiquities, Doreen Katusiime, observed that tourism continues to demonstrate how conservation and economic development can operate simultaneously. “Tourism continues to create jobs for our young people, empower communities, generate foreign exchange, stimulate investment, conserve the environment and support multiple sectors of the economy through its multiplier effect,” she said.
As Uganda advances toward its broader economic ambitions, tourism is increasingly being viewed not merely as a hospitality sector, but as a strategic instrument for soft power, investment promotion and international positioning. The government’s commitment to improving visa processes, strengthening infrastructure and expanding destination marketing reflects recognition that global tourism competitiveness increasingly depends on accessibility, connectivity and visitor experience. POATE 2026 therefore arrives at a significant moment for Uganda’s tourism sector one where regional integration, economic diplomacy and global visibility are converging within a rapidly evolving travel economy. For Uganda, the message emerging from Munyonyo is clear: the country is not only seeking to attract visitors, but also positioning itself as a central tourism and investment hub within Africa’s future growth story.
1 thought on “Uganda Positions Tourism as a Strategic Driver of Economic Growth at POATE 2026”