The European Union Mission in Uganda has partnered with the Uganda Tourism Board to launch the 2026 Pearl of Africa Tourism Expo (POATE) Awards.
The initiative is aimed at recognising excellence, innovation, and sustainability in Uganda’s tourism sector.
The awards come ahead of the Pearl of Africa Tourism Expo, scheduled to take place from May 21 to 23, 2026, and reflect a shared commitment between Uganda and the European Union to promote high standards and sustainable growth in tourism.
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Speaking at the launch in Kampala, EU Ambassador to Uganda, Jan Sadek underscored the broader value of tourism beyond economics.
“Tourism really transcends the economics. It bridges cultures, drives inclusive growth, and showcases Uganda’s unparalleled natural and cultural heritage to the world,” he said.
Sadek added that the awards will recognise those shaping the sector’s future.
“The POATE Awards honour individuals, businesses and institutions that are raising standards, creating jobs, and positioning Uganda as a competitive and sustainable destination,” Sadek noted.
“For us at the European Union, this support is part of a broader partnership focused on sustainable development, job creation and private sector growth, especially as we celebrate 50 years of EU-Uganda cooperation.”
Sadek also emphasized the EU’s commitment to responsible tourism.
“We promote a model of tourism that benefits communities, protects the environment, and empowers entrepreneurs, particularly youth and women,” he said, while encouraging the media to actively tell Uganda’s tourism story.
The Deputy Chief Executive Officer of the Uganda Tourism Board (UTB), Samora Machel Semakula commended the European Union and development partners for their continued support.
He noted that tourism remains central to Uganda’s economy.
“Tourism remains a vital pillar of Uganda’s economy. We are currently recording about 1.5 million international arrivals, generating approximately shs4.8 trillion in receipts and contributing 3.6 percent of GDP,” he stated.
Ssemakula emphasized the sector’s employment potential. “Every value chain in tourism creates jobs, whether directly or indirectly, and this is critical to national development,” he said.
“Today’s traveller is extremely conscious. Uganda is positioning itself as a sustainable destination, with strong emphasis on community-based tourism, cultural experiences, and nature-led travel.”
He highlighted the strategic importance of the expo.
“Platforms like the Pearl of Africa Tourism Expo are not just events–they are critical platforms that connect Uganda to global tourism markets and bring international buyers closer to our local industry players,” Ssemakula explained.
“These awards will recognise individuals and organisations across the tourism sector–from conservation and community tourism to hospitality and storytelling–who are contributing to the growth and transformation of tourism in Uganda.”
Ssemakula also stressed the power of narrative in tourism growth.
“Destinations thrive on storytelling. How we position Uganda locally and internationally will determine how competitive we become in the global market,” he said.
The 2026 edition of POATE will mark the 10th anniversary of the expo, with the newly introduced Pearl of Africa Sustainable Tourism Awards expected to elevate service excellence and innovation across the sector.
The initiative is supported by partners including the United Nations Development Programme (UNDP) and the United Nations Capital Development Fund, among others, as part of efforts to position Uganda as a premier global tourism destination while ensuring local communities benefit from the sector’s growth.
The awards come as the European Union celebrates 50 years in Uganda.
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