Uganda has successfully hosted the Pearl of Africa Tourism Expo (POATE) which targeted promoting responsible tourism amidst growing arrivals.
Lilly Ajarova, the Chief Executive Officer of Uganda Tourism Board (UTB), described the expo as a success after attracting a global audience of exhibitors and visitors.
“We are particularly grateful to our esteemed hosted buyers who traveled from across the globe to explore the potential of Uganda’s tourism sector,” Ajarova said.
“Your participation signifies the growing recognition of Uganda as a premier tourist destination, and we look forward to welcoming you back with unforgettable experiences,” she added.
The three-day tourism expo which ended on May 25, was held under the theme, “Responsible Tourism”.
“Let us continue to work together to innovate, promote, and elevate Uganda’s tourism industry. The journey ahead is filled with opportunities, and I am confident that, with our collective efforts, we will achieve new heights and make Uganda a must-visit destination for explorers around the world,” Ajarova indicated.
At least 250 exhibitors are said to have showcased various products, with more than 1,000 visitors gracing the event, according to Claire Mugabi, head of marketing at the UTB.
Emphasis was put on global emerging markets such as China due to a growing number of global trotters in the Asian country.
“Traditionally we’ve been targeting markets like the US, Canada, and Germany,” Mugabi told the media. “But with a growing number of Chinese travelling around the world … the potential for us to attract more travellers from China is great.”
Uganda aims to raise annual tourism revenue to about $1.9b and increase inbound tourism revenue per visitor from 1,052 dollars to 1,500 dollars, according to the Ministry of Tourism, Wildlife and Antiquities.
According to the ministry, the country’s tourism revenue for the year ending 2023 rose to more than $1 billion, up from about $687.2m in the year ending 2022.
The country received about 1.3 million international tourist arrivals in 2023, up 56.5% from 2022, with arrivals from Africa continuing to dominate Uganda’s inbound tourism, at 89.2 percent, according to a report issued by the ministry.
Tourism is one of Uganda’s major foreign exchange earners, contributing about 5 percent to the country’s gross domestic product, according to data from the Finance Ministry.
