The European Union Mission in Uganda, in collaboration with the Uganda Tourism Board (UTB), has officially launched the 2026 Pearl of Africa Tourism Expo (POATE) Awards. This significant initiative aims to acknowledge and celebrate excellence, innovation, and sustainability within Uganda's burgeoning tourism sector. Scheduled to precede the main Pearl of Africa Tourism Expo, which will run from May 21 to 23, 2026, these awards underscore a profound mutual commitment between Uganda and the European Union to foster high industry standards and promote sustainable growth in tourism.

Speaking at the launch event held in Kampala, Jan Sadek, the EU Ambassador to Uganda, eloquently articulated the expansive value of tourism, emphasizing that its significance extends far beyond mere economic metrics. Ambassador Sadek stated, "Tourism truly transcends the economics. It bridges cultures, drives inclusive growth, and showcases Uganda's unparalleled natural and cultural heritage to the world." He further elaborated that the newly introduced POATE Awards are specifically designed to recognize the visionaries and innovators who are actively shaping the future trajectory of the sector. "The POATE Awards honour individuals, businesses and institutions that are raising standards, creating jobs, and positioning Uganda as a competitive and sustainable destination," Sadek affirmed. This support, he noted, is an integral component of a broader, enduring partnership between the EU and Uganda, concentrated on sustainable development, robust job creation, and dynamic private sector growth, a collaboration that proudly marks its 50th anniversary.

Ambassador Sadek also reinforced the European Union's unwavering commitment to responsible tourism practices. He advocated for "a model of tourism that benefits communities, protects the environment, and empowers entrepreneurs, particularly youth and women," urging the media to play a crucial role in narrating Uganda's compelling tourism narrative to a global audience.

Echoing these sentiments, Samora Machel Semakula, the Deputy Chief Executive Officer of the Uganda Tourism Board, expressed profound gratitude to the European Union and other development partners for their continuous and invaluable support. Semakula highlighted tourism's indispensable role as a cornerstone of Uganda's national economy, revealing, "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 powerfully underscored the sector's immense potential for employment, asserting that "Every value chain in tourism creates jobs, whether directly or indirectly, and this is critical to national development."

Recognizing the evolving demands of modern travellers, Semakula emphasized Uganda's strategic pivot towards becoming a preeminent sustainable destination, characterized by a strong focus on community-based tourism initiatives, immersive cultural experiences, and authentic nature-led travel. He meticulously explained the strategic importance of platforms like the Pearl of Africa Tourism Expo, noting, "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." He added that these awards will provide recognition across the entire spectrum of the tourism sector, encompassing critical areas such as conservation, community tourism, hospitality, and storytelling, all of which contribute significantly to the growth and transformative development of tourism in Uganda. Semakula concluded by stressing the profound impact of narrative in stimulating tourism growth: "Destinations thrive on storytelling. How we position Uganda locally and internationally will determine how competitive we become in the global market."

The 2026 edition of POATE is particularly noteworthy as it commemorates the 10th anniversary of the expo. The newly inaugurated Pearl of Africa Sustainable Tourism Awards are anticipated to significantly elevate standards of service excellence and foster innovation across the entire sector. This holistic initiative receives crucial backing from esteemed partners, including the United Nations Development Programme (UNDP) and the United Nations Capital Development Fund, among others. These collaborative efforts are strategically designed to firmly establish Uganda's reputation as a premier global tourism destination, while simultaneously ensuring that the benefits of this vibrant sector are equitably distributed among local communities. The launch of these awards also coincides with the significant milestone of 50 years of robust cooperation between the European Union and Uganda.