What happened at the Pearl of Africa Tourism Expo 2025?
From May 21st to 24th, 2025, the Speke Resort and Convention Centre in Munyonyo, Kampala, hosted the 9th edition of the Pearl of Africa Tourism Expo (POATE). Organized by the Uganda Tourism Board (UTB), this annual event has grown into a flagship platform for showcasing Uganda’s diverse cultural heritage, breathtaking natural beauty, and growing potential as a global tourism destination.
Celebrating Uganda’s Cultural Mosaic
POATE 2025 was not just a trade fair—it was a vibrant celebration of Uganda’s identity. Attendees experienced the depth of Uganda’s cultural diversity through music, dance, cuisine, storytelling, and artistic performances that brought together the voices and traditions of over 60 ethnic communities. Under the theme “Tourism and Sustainable Transformation,” the event also highlighted the nation’s commitment to eco-tourism and responsible development, emphasizing a future where culture and conservation go hand in hand.
Tubayo: Pioneering Tech-Driven Tourism
Among the leading participants this year was Tubayo, a fast-growing Ugandan travel-tech startup known for its innovation in curating local travel experiences. At POATE 2025, Tubayo led with hands-on, immersive activities for delegates, such as archery, chocolate-making workshops, and guided tours of Kampala. These experiences allowed visitors to truly connect with the essence of Uganda.
In addition to these experiences, Tubayo used the expo to unveil two major product innovations:
- Hotel & Lodges Feature: An upgraded feature on the Tubayo platform that allows tourists to book accommodation directly, supporting smoother travel planning and boosting visibility for local hospitality providers.
- Tubayo Artificial Intelligence Suite (TAI): A cutting-edge AI toolkit designed to enhance the operations of tourism-related businesses. Among its components is the Agent Sales & Marketing Tool, which leverages AI to automate sales outreach and customer service, helping businesses operate more efficiently and grow faster in an increasingly competitive space.
Tubayo’s showcase drew strong interest from a range of stakeholders and potential partners, including notable international companies such as Magical Kenya and Tribe Hotel, underlining the startup’s growing influence in East Africa’s tourism ecosystem.
Economic Impact and the Promise of Market-Driven Tourism
Beyond cultural promotion, POATE plays a vital role in Uganda’s economic strategy. Platforms like the Tubayo Market Day, which has hosted over 1,000 businesses, demonstrate the real economic potential of tourism-driven enterprise. If each participating business generates revenue in the range of one billion Ugandan shillings, the result could contribute nearly one billion US dollars to the national economy. This ripple effect supports job creation, SME growth, and broader economic inclusion.
The Future of Tourism: Powered by Trust and Technology
The integration of artificial intelligence and unsupervised agents in tourism is opening up new possibilities. Tools like the TAI suite are designed not just for automation, but to build trust and enhance awareness through personalized and responsive engagement with travelers. This evolution signifies a shift in how Uganda is positioning itself—not only as a destination rich in natural and cultural attractions but also as a hub for tech-enabled, customer-centric tourism services.
Strengthening Regional and Global Collaboration
POATE 2025 also deepened regional ties, with strong participation from East African neighbors and renewed local brand sponsorships reaffirming confidence in Uganda’s tourism vision. The presence of brands rooted in Ugandan identity signaled a powerful synergy between local culture and international appeal—one that continues to expand Uganda’s footprint on the global tourism map.
Conclusion
The success of POATE 2025 affirms Uganda’s rising profile as one of Africa’s premier travel destinations. Through a strategic blend of cultural celebration, economic empowerment, and technological innovation, Uganda is setting the stage for a new era of sustainable and inclusive tourism. As the country moves forward, POATE will remain a cornerstone in shaping and promoting the future of travel in Uganda and across the region.
