Uganda has announced a bold new strategy to attract high-value tourists as preparations intensify for the Pearl of Africa Tourism Expo (POATE) 2026. The government, working through the Ministry of Foreign Affairs and the Uganda Tourism Board (UTB), is turning to diplomacy and strategic market engagement to boost arrivals and secure stronger tourism partnerships.

In recent weeks, Uganda has hosted delegations of tour operators, travel professionals, and media teams from Turkey, Egypt, China, and Canada on familiarisation trips across the country. These visits are designed to move beyond simple destination awareness and convert interest into actual bookings by giving tourism buyers firsthand experience of Uganda’s attractions. Officials believe that such immersive experiences will help shape travel packages, pricing, and destination marketing in key international markets.

The strategy comes on the back of strong growth in Uganda’s tourism sector. According to the Ministry of Tourism, Wildlife and Antiquities, the country earned a record $1.7 billion in 2025, up from $1.28 billion in 2024. International tourist arrivals also rose from 1.3 million to 1.65 million visitors during the same period. With this momentum, the government is now shifting focus from sheer numbers to quality, targeting visitors who stay longer, spend more, and seek deeper travel experiences such as wildlife encounters, cultural immersion, and adventure tourism.

UTB Chief Executive Officer Juliana Kagwa explained that familiarisation trips are being more closely aligned with priority markets and major platforms like POATE. “Familiarisation trips have always been part of how destinations build visibility, but we are now aligning them more closely with our priority markets and platforms like POATE. By the time our partners arrive, they already understand the destination, which allows us to move faster from conversations to actual business,” she said. Kagwa added that POATE remains a major marketplace for Uganda’s tourism sector, providing opportunities to bring in the right buyers and position Uganda competitively so that real deals can happen.

Uganda’s tourism sector continues to be one of the country’s biggest foreign exchange earners, supporting jobs across hospitality, transport, agriculture, and the creative industry. Officials believe that the combination of commercial diplomacy and targeted buyer experiences will help Uganda secure stronger partnerships and bigger tourism deals as POATE 2026 approaches.

The government is particularly encouraged by growth in long-haul markets, including a 19 percent rise in interest from Canada, alongside steady demand from other regional and international markets. These travelers are considered especially valuable because of their higher spending power and preference for experiential travel.

As Uganda prepares for POATE 2026, the focus is clear: to move beyond mass tourism and position the country as a destination for discerning travelers who value authentic experiences, cultural richness, and natural beauty. The Pearl of Africa is ready to showcase its treasures to the world, not just as a place to visit, but as a destination to experience deeply and sustainably.

continental news

Uganda prepares for POATE 2026