The expo is drawing delegates, buyers and stakeholders from over 40 countries, as Uganda positions itself to tap in growing global tourism opportunities and preparations of AFCON 2027 which it will co-host with East African neighbors that is Kenya and Tanzania.
“Uganda’s tourism sector is registering significant growth, driven by aggressive destination marketing and renewed international intrest in the country.” Kakooza Hoareau the UTB Chairman pearl says.
In addition to the above, she says that tourism earning rose from shs 4.850 trillion in 2024 to shs. 5.829 trillion in 2025 thus Uganda has enjoyed a 19.7% increase in international tourist arrivals.
“European tourists arrivals increased by 108% , translating into over 116,000 visitors while African arrivals grew by 6% to 1.3 million tourists.” Kakooza revealed.
Uganda and Kenya are each other’s biggest source market.
“The 12% increase in the tourism budget for the 2025/2026 financial year would strengthen destination promotion efforts.” She said.
During Uganda’s AFCON 2027 preparation, Kakooza said that the country had secured tourism branding rights linked to the continental.
She continued saying that they expect to not even double but triple the number of their visitors next year because of AFCON 2027.
Yogi Birigwa Uganda Tourism Association president praised the government for maintaining peace and stability, describing it as the backbone of Uganda’s tourism growth.
She said that tourism continues to contribute signifying to employment, foreign exchange earnings and investment thus this is the foundation upon which tourism thrives.
To strengthen destination marketing and improve competitiveness, Birigwa urged government to operationalize a dedicated tourism fund accessible to private sector players.
This is not just support, it’s an investment in a sector that delivers jobs, foreign exchange and inclusive growth.
To promote the country as a leading tourism destination in Africa, every year POATE Uganda’s premier tourism marketing, plantform brings together international buyers, investors, tour operators, hoteliers and travel media.
