Uganda has opened its flagship tourism event, the Pearl of Africa Tourism Expo, as the East African nation intensifies efforts to revive and scale its tourism industry following post-pandemic recovery.
The three-day event, which commenced Wednesday in Kampala, brings together tourism stakeholders, investors, and media representatives from across Africa and beyond. Organized by the Uganda Tourism Board (UTB), the expo has drawn over 450 exhibitors from at least 50 countries, showcasing Uganda’s bid to reassert itself as a premier destination on the continent.
Speaking at the official opening, Prime Minister Robinah Nabbanja, standing in for President Yoweri Museveni, called the expo “a powerful platform for forging cross-border networks, trade partnerships, and long-term investment linkages.”
“This gathering is not only about promoting Uganda,” Nabbanja said. “It’s about fostering regional tourism synergies that benefit all participating nations.”
Themed “Experience the Heart of Uganda: Lifestyle and Hospitality,” the event features exhibitions, B2B engagements, knowledge-sharing sessions, and immersive familiarization trips to key tourism hotspots in Uganda. Officials say these activities are geared toward connecting local tourism operators with international buyers while providing firsthand experiences of the country’s natural and cultural wealth.
Tourism Minister Tom Butime emphasized that the expo extends well beyond its immediate commercial value. “This is a strategic platform that enhances Uganda’s visibility and helps position our country as a compelling destination in the global tourism marketplace,” he said.
Delegates from tourism source markets such as the United Kingdom, the United States, Asia, and across Africa are in attendance. The UTB sees the event as a springboard to attract more visitors and boost the country’s foreign earnings.
According to the Ministry of Tourism, Wildlife and Antiquities, Uganda targets an increase in annual tourism revenues to $1.9 billion, while aiming to grow per visitor spending from $1,052 to $1,500. Tourism revenue rose significantly in 2023, reaching over $1 billion—up from $687 million the previous year—signaling a strong post-pandemic rebound.
Tourism remains one of Uganda’s leading foreign exchange earners and currently contributes around 5 percent to the country’s gross domestic product, according to data from the Ministry of Finance.
As regional economies seek to diversify and attract investment, Uganda’s high-profile expo signals a renewed push to leverage Africa’s tourism potential in a globalized market.