Uganda’s tourism industry is undergoing a major transformation, with sustainability taking center stage. This shift was prominently highlighted during the recently concluded Pearl of Africa Tourism Expo (POATE 2024), where Uganda reinforced its commitment to responsible tourism and eco-friendly travel. As the country continues to attract global attention, it is positioning itself as a top eco-tourism destination in Africa.
POATE 2024, themed “Responsible Tourism,” drew an impressive turnout, including 59 hosted buyers from various countries, 505 seminar participants, and over 3,000 visitors. The event provided a platform to showcase Uganda’s tourism potential, with discussions and exhibitions emphasizing the country’s unique attractions and dedication to sustainable travel practices.
Speaking at the POATE 2025 media launch at Speke Resort and Convention Centre in Munyonyo, Kampala, Uganda Tourism Board (UTB) CEO Lilly Ajarova underscored the nation’s strides in integrating sustainability into its tourism model. “We are honored to be recognized as a leading sustainable tourism destination,” Ajarova stated. “Today’s travelers are looking for destinations that prioritize eco-tourism, and Uganda is well-positioned to meet this demand.”
Under the Ministry of Tourism, Wildlife, and Antiquities, Uganda continues to cement its status as an eco-tourism leader. POATE has evolved into the country’s premier tourism and business networking event, linking Uganda’s diverse tourism offerings with global buyers, investors, and media. “This platform enables us to highlight our rich heritage and natural wonders while fostering key partnerships that drive sector growth,” Ajarova emphasized.
POATE 2025, now in its 9th edition, will be themed “Sustainable Transformation,” reflecting Uganda’s ongoing efforts to innovate and maintain its appeal as a must-visit destination. Ajarova noted the increasing role of the private sector, influencers, and digital marketing in shaping this transformation.
One standout initiative was a marketing campaign launched on Expedia in October, which generated $580,000 worth of bookings in just two months from an initial $75,000 investment. “This remarkable return on investment demonstrates that our strategies are yielding tangible results,” Ajarova remarked.
Ajarova also highlighted the importance of domestic tourism, urging Ugandans to explore their country’s beauty. “We must inspire our young generation to appreciate and discover Uganda. Parents, educators, and communities all play a role in fostering a deeper connection to our landscapes and cultural heritage,” she emphasized.
As Uganda gears up for POATE 2025, expectations are high. Following POATE 2024, the African Tourism Board recommended Uganda as the main host for Africa’s flagship tourism expo. “This recognition is a testament to Uganda’s growing prominence in the global tourism industry,” Ajarova noted. “We are excited for POATE 2025 and the opportunities it will bring.”
With intensified marketing efforts, strategic collaborations, and a collective push for sustainability, Uganda is on track to becoming one of Africa’s top-tier tourism destinations. POATE’s continued success underscores the country’s commitment to promoting its rich cultural and natural assets while ensuring a sustainable future for the tourism industry.
To further boost awareness, the ‘Explore Uganda, Tell Your Story’ campaign encourages both locals and international visitors to share their experiences. Ajarova shared her personal involvement in this initiative, revealing that she recently documented her journey to the Rwenzori Mountains in a book set to launch soon.
“We can all tell Uganda’s story in different ways,” she said. “Some capture breathtaking visuals, while others write compelling narratives. I encourage everyone to share their experiences in any way they can.”
The campaign invites participants to post their travel moments—photos, videos, or written stories—on social media platforms like Instagram, TikTok, and X using the hashtags #TellYourStory and #ExploreUganda while tagging @ExploreUganda. The best submissions will be rewarded with all-expenses-paid trips to Uganda’s top tourism destinations.
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