Juliana Kagwa, the Chief Executive Officer of the Uganda Tourism Board (UTB), has issued a compelling call to action for tourism stakeholders to convert the invaluable connections forged during the Pearl of Africa Tourism Expo (POATE) 2026 into concrete investments, strategic partnerships, and robust business opportunities. This strategic imperative is aimed at significantly driving economic growth and fostering widespread job creation across Uganda.

Kagwa's appeal follows her recognition as "CEO of the Week" by CEO East Africa Magazine, an acknowledgement she humbly attributed to the collective efforts of the entire tourism industry and its dedicated partners. Her message to investors, development partners, and private sector stakeholders was unequivocal: "Let us convert the connections made at POATE into bookings, partnerships, investments and bankable projects that create jobs and drive growth across our economy."

Weeks prior, POATE 2026, held at the prestigious Speke Resort Munyonyo, successfully gathered a diverse array of tourism operators, international buyers, investors, and industry professionals from across the region and beyond. The expo served as a critical platform to vigorously showcase Uganda's rich and diverse tourism potential, facilitating meaningful business-to-business and business-to-consumer engagements. Structured meetings were a key feature, meticulously designed to cultivate partnerships, unlock investment opportunities, and solidify destination branding agreements for "Destination Uganda."

According to Kagwa, the expo was highly effective in significantly elevating Uganda's profile as a premier tourism destination, successfully generating genuine interest among potential investors and crucial travel partners. While acknowledging that "The visibility has been created. The interest has been generated," she underscored the pressing need for the industry to collectively translate this newfound momentum into tangible and measurable results for the nation.

The success of the tourism expo was a testament to the tireless efforts of the UTB staff and its many partners who collaborated diligently to deliver the high-caliber event. In recent years, the UTB has adopted a more strategic and targeted approach to destination marketing. This involves closely aligning familiarization trips, a standard tool in tourism promotion, with priority markets and major platforms such as POATE. This ensures that international buyers arrive at the expo already possessing a deep understanding of Uganda's offerings, thereby enabling discussions to rapidly progress into confirmed commercial partnerships and agreements.

Key discussions at POATE 2026 centered on critical topics vital for the future of African tourism, including the enhancement of aviation connectivity, the promotion of sustainable tourism practices, digital transformation in travel marketing, and the burgeoning potential of film-induced tourism. The event also proudly featured the inaugural Pearl of Africa Tourism Awards, which recognized outstanding performers and innovative storytellers within the tourism value chain, fostering an atmosphere of ambition and forward-thinking among attendees.

The inspiring theme of POATE 2026, "Wanderlust – Your Time to Thrive," eloquently captured the spirit of discovery and renewed confidence that Uganda aspires to propel its tourism industry forward. The UTB strategically positioned the expo as a defining moment for the sector, making a strong call upon regional partners and the global travel trade to actively participate in unlocking unprecedented business opportunities.

For African travel professionals, Kagwa's message carries significant weight. The Ugandan government has clearly identified tourism as one of the country's primary growth sectors, with officials increasingly emphasizing that investment, innovative marketing strategies, and comprehensive product development are essential drivers of foreign exchange earnings, robust employment, and broader economic transformation. This strategic prioritization signals Uganda's serious commitment to aggressively compete for its rightful share of the rapidly growing African tourism market.

Kagwa herself has boldly declared a new strategy firmly centered on greater investment, expanded commercial opportunities, and accelerated business development within the sector. Her deep conviction that a new day is dawning for Ugandan tourism reflects a palpable sense of urgency and optimism that travel trade stakeholders across the continent would be wise to heed. As Uganda diligently works to solidify its position as a must-visit destination on the global stage, the immediate challenge lies in ensuring that the considerable enthusiasm generated at POATE successfully translates into quantifiable economic benefits and enduring prosperity.