Uganda is preparing to revolutionize its flagship tourism event with a bold new approach: POATE 2026 will no longer be just an exhibition, but a full-scale commercial marketplace designed to convert the country’s growing global recognition into hard bookings and revenue. The announcement comes as Uganda rides an unprecedented wave of international acclaim, having recently secured third place globally as the world’s best adventure destination outranking 190 countries and trailing only Peru and Ecuador.
During her speech, Uganda Tourism Board chief executive officer Juliana Kagwa declared the new strategy of more investment, commercial opportunities and more business development in the sector. “This year we are going to POATE to do commerce. We are going to sell. We will not leave the 10th version of POATE without money. If you come to POATE without a POS machine, without your reservation team, then you are at the wrong place,” the CEO emphasized, signalling an end to what she called “beauty pageant times.” She added
Minister of Tourism, Wildlife and Antiquities Hon. Tom Butime reinforced the need to boost tourism since it’s among the country’s key revenue generators.
“Tourism grows when a nation builds with purpose. Uganda is not just beautiful. Uganda is world-class ready to welcome millions more,” he added
POATE 2026 will operate under a new theme – Wanderlust – defined as the true desire to explore, unpack, adventure, and traverse.
“We are going to demonstrate to the world that Uganda is more than just wild animals,” the CEO explained. “We are about culture, heritage, provenance, people, food a 360-degree experience they cannot get anywhere else in the world.” The 10th edition of POATE will for the first time feature an extraordinary Food Exhibition, showcasing an extensive array of Uganda’s diverse cuisines. This landmark addition comes at a time when culinary tourism is increasingly being recognized as one of the country’s greatest untapped treasures, offering immense potential for culture, commerce, and destination branding.
“We need to get the best Rolex makers in the house,” Ms Kagwa said, insisting all vendors must be UNBS certified. “We need to make sure you’re the best in the trade.” The organizing committee has already begun courting top-tier international buyers and respected tourism professionals months in advance a departure from previous years. “These are busy people. They are one of the most sought-after species,” the CEO noted. “If we go late, we’ll get bottom-tier members. We need to get top-ranking hosted buyers in Uganda next May.”
UTB Board Chair Ms. Pearl Hoareau Kakooza emphasized the strategic importance of the agricultural connection “Don’t you think it would be a win-win when we combine two of those very powerful pillars agriculture and tourism which are supposed to drive our 10 or 15-fold growth?” With infrastructure improvements more, investments in tourism-focused road networks, and a government committed to meeting global standards, Uganda’s tourism sector is positioning itself for exponential growth.
POATE 2026 is scheduled to take place in May at the Munyonyo Commonwealth Resort, maintaining its position as the region’s largest and most influential tourism expo. By bringing together key sector players, investors, innovators, and global buyers, the expo continues to unlock new opportunities for growth strengthening what remains the region’s most precious treasure tourism.