The launch of the Pearl of Africa Tourism Expo (POATE) Awards 2026 is expected to significantly boost Uganda’s tourism sector by driving excellence, innovation and global visibility across the industry.
Announced on April 30 at the European Union (EU) head offices in Kampala, the awards form part of the EU’s 50-year celebration of partnership with Uganda and signal a renewed push to grow the country’s tourism footprint through strategic collaboration with the Uganda Tourism Board (UTB).
Officials from both the EU and UTB said the introduction of the awards will not only recognise outstanding players in the tourism value chain but also elevate Uganda’s profile as a competitive global destination.
UTB Deputy CEO Samora Semakula Machel said the awards come at a time when the sector is expanding but still lacks formal mechanisms to recognise excellence.
“Despite the growth of Uganda’s tourism sector, there is limited formal recognition of individuals, businesses and organisations that consistently deliver exceptional experiences,” Semakula said. “The POATE Awards will motivate stakeholders to improve service standards and competitiveness while promoting innovation and sustainable tourism practices.”
Held under the theme “Ignite Your Wanderlust,” the awards are designed to celebrate achievements across tourism, including content creation, community initiatives, eco-tourism and new product development. They will be held alongside the Pearl of Africa Tourism Expo 2026 at Speke Resort Munyonyo on May 23, adding a celebratory dimension expected to attract more investors, exhibitors and media attention.
Semakula noted that positioning the awards within POATE will strengthen the expo’s appeal and create a benchmark for excellence in Uganda’s tourism industry.
The awards will recognise categories such as Best Tourism Documentary, Best Community Tourism Programme, Best Tourism Photography (professional and amateur), Best Tourism Influencer, Best Eco-Lodge, Best Eco-Tour Operator and Best New Tourism Product, among others. Participants will include tour operators, hotels, travel agencies, community groups, media and other stakeholders.
Selections will be based on an evidence-driven process, with entries evaluated using reports, testimonials, visuals and data collected between May 2025 and May 2026.
Beyond recognition, officials say the awards are part of a broader strategy to grow tourism through partnerships and diversification into new segments such as sports tourism.
“We have collaborated in the past; we’ll collaborate in the future,” Sadek said, noting that tourism development must balance conservation with community interests.
He highlighted Uganda’s cultural heritage and emerging sports tourism segment—especially ahead of the 2027 Africa Cup of Nations (AFCON)—as key areas with strong growth potential.
Infrastructure upgrades linked to AFCON, including stadium developments, are expected to attract international visitors and position Uganda as a sports tourism destination. Sadek said European visitors and dignitaries are likely to travel to Uganda for the tournament, further boosting arrivals.
The awards initiative also aligns with ongoing EU-backed programmes such as the €15.5 million WeExplore project and the World Bank-supported tourism infrastructure investments, all aimed at strengthening the sector.
Uganda’s tourism industry has continued on a strong recovery path, generating USD 1.7 billion in 2025 from 1.65 million international arrivals, up from USD 1.28 billion and 1.3 million visitors in 2024.
The government is targeting USD 50 billion in tourism earnings by 2040, positioning the sector as a key driver of economic transformation.
H.E Jan Sadek, the Ambassador of the European Union (L) and UTB Deputy CEO Samora Semakula Machel (R) launched the POATE Awards 2026.