The ninth edition of the Pearl of Africa Tourism Expo (POATE) from 21st to 24th May concluded at Speke Resort Munyonyo with a strong call to tourism operators and buyers to ensure that tourism uplifts communities, protects ecosystems, and delivers long-term value for future generations.  

POATE, Uganda’s   annual tourism and travel trade show, was held under the theme “Tourism and Sustainable Transformation.”  Organised by the Ministry of Tourism, Wildlife and Antiquities, the Uganda Tourism Board, and development partners, this year’s expo brought together more than 300 exhibitors and 3,000 delegates from over 50 countries. The event featured Business-to-Business and Business-to-Consumer interactions, providing networking opportunities for local and international tourism players.  

During the opening ceremony, Hon. Tom Butime, the Minister for Tourism, Wildlife and Antiquities, described POATE as a key platform for positioning Uganda as a top destination in Africa. ‘’POATE is more than just an event,” he said. “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.”  

As part of the event, Enabel in Uganda, in partnership with the Ministry of Tourism, Wildlife and Antiquities, and the Centre for the Promotion of Imports from developing countries (CBI), organised a Sustainability Tourism Awards Ceremony. The awards recognised eco-tourism champions and the early adapters of Fair Trade Tourism Certification.  

In her remarks at the Awards Ceremony, Doreen Katusiime, the Permanent Secretary at the Ministry of Tourism, Wildlife and Antiquities, reaffirmed the ministry’s commitment to sustainable tourism practices. She emphasized that sustainable tourism must be more than a catchphrase, but a guiding principle in both policy and practice.  
“We recognize that sustainability must go beyond individual action; it must be embedded in our policies, standards, and daily operations.”  

She noted that the Ministry is working with stakeholders to develop forward-thinking tourism policies, enforce certification and compliance frameworks, and support responsible investments. She also acknowledged the role of key partners, including Enabel in Uganda, CBI, and the Uganda Tourism Board, for being instrumental in creating opportunities for Ugandan tourism enterprises to align with global best practices.  

Tom Vanneste, the Country Director for Enabel in Uganda, said that Enabel is proud to be at the forefront of supporting Uganda's efforts to become the world's top sustainable tourism destination. He applauded the Ministry of Tourism, Wildlife, and Antiquities and the Uganda Tourism Board for driving this vision.    

“Together with the Uganda Tourism Board, we launched the Fair Trade Tourism certification,” he said. Tom added that the private sector actors, including lodges, hotels, and tour operators, can now register for certification and integrate key sustainability principles that boost both tourism businesses. (Fair Trade Tourism registration link: http://www.fairtradetourism.org/).  

Tour companies were recognised for their commitment to sustainable tourism during the awards ceremony. Sun Africa Expeditions and G&C Wild Tours/Frontiers were awarded for being early adopters of the Travelife partner certification, and Acholi Homestay was awarded for achieving the Fair Trade Tourism Engaged status.  

Additional awards went to Boomu Women’s Group for having the Most Sustainable Exhibition Stand under the Community groups category, and Kara-Tunga Tours received an award for the Most Sustainable Exhibition Stand under the Tourism Experience category.

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