The European Union delegation in Uganda has partnered with the Uganda Tourism Board (UTB) to launch the 2026 Pearl of Africa Tourism Expo (POATE) Awards, an initiative aimed at recognising excellence, innovation, and sustainability in the country’s tourism sector.
The awards come ahead of the Pearl of Africa Tourism Expo, scheduled for May 21 to 23, 2026, and are intended to promote high standards and long-term growth in the industry.
Speaking at the launch, EU Ambassador to Uganda Jan Sadek underscored the broader impact of tourism. “Tourism transcends economics. It bridges cultures, drives inclusive growth, and showcases Uganda’s unparalleled natural and cultural heritage to the world,” he said.
He noted that the awards will spotlight key contributors to the sector. “These awards will honour individuals, businesses, and institutions that are raising standards, creating jobs, and positioning Uganda as a competitive and sustainable destination,” Sadek added.
The ambassador further linked the initiative to the wider EU-Uganda partnership. “This support is part of a broader cooperation focused on sustainable development, private sector growth, and job creation, particularly as we celebrate 50 years of EU-Uganda relations,” he said.
Sadek also highlighted EU-backed programmes supporting the tourism ecosystem.
“Through a number of initiatives, we are enabling small and medium enterprises to adopt sustainable practices, improve competitiveness, and access European markets,” he noted, while urging the media to actively promote Uganda’s tourism story.
Meanwhile, UTB Deputy Chief Executive Officer Samora Marshall Ssemakula commended the European Union and development partners for their continued support.
“We appreciate the European Union for its strong partnership in supporting Uganda’s tourism journey and strengthening the sector across the entire ecosystem,” he said.
Ssemakula emphasized the sector’s economic contribution.
“Tourism remains a vital pillar of Uganda’s economy, contributing about 3.6 percent of GDP, generating approximately shs4.8 trillion in receipts, and recording 1.5 million international arrivals in 2025,” he stated.
He also highlighted tourism’s role in job creation. “Every segment of the tourism value chain creates employment opportunities, both directly and indirectly, making it a key driver of inclusive growth,” he added.
On sustainability, Ssemakula noted a shift in global travel trends. “Today’s traveller is increasingly conscious. Uganda is positioning itself as a sustainable destination through community-based tourism, cultural experiences, and nature-led travel,” he said.
He described POATE as a strategic platform for market access. “The Pearl of Africa Tourism Expo is not just an event—it is a platform that connects Ugandan tourism players to international buyers and travel agents, enhancing our global competitiveness,” Ssemakula explained.
Announcing the awards, he added: “These awards will recognise excellence across the tourism sector—from conservation and community tourism to hospitality and storytelling—ensuring that all players in the value chain are celebrated.”
Ssemakula also stressed the importance of storytelling in destination marketing. “Tourism thrives on storytelling. How we present Uganda to the world will determine how competitive we become as a destination,” he said.
The 2026 edition of POATE will mark the expo’s 10th anniversary, with the newly introduced awards expected to elevate service standards and innovation across the sector.
