UTB Boss Juliana Kagwa Urges Stakeholders to Translate POATE 2026 Gains Into Tourism Growth

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Following the highly successful conclusion of the Pearl of Africa Tourism Expo (POATE) 2026 at the Speke Resort Munyonyo, Uganda Tourism Board (UTB) Chief Executive Officer Juliana Kagwa has issued a compelling, strategic call to action for regional and global tourism stakeholders.

Recently recognised as the CEO of the Week by CEO East Africa Magazine, Kagwa deflected personal praise, emphasising that POATE 2026’s triumph belongs to the collective resilience of the entire industry. 

However, her core message remains urgent: the season for casual networking is over, and the era of commercial execution has arrived. She is directly urging investors, development partners, and private sector operators to immediately transform the handshakes and contacts forged during the expo into bankable projects, solid bookings, and employment-generating partnerships.

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Moving Beyond Visibility to Tangible Value

For years, tourism expos have faced criticism for prioritising vanity metrics such as foot traffic and brochure distribution over actual commercial conversions. Kagwa is determined to break this cycle for Destination Uganda.

Kagwa said: “Visibility has been created and genuine interest has been generated, but the industry must now collectively transform that momentum into tangible financial and economic results for Uganda.”

Under her leadership, UTB has radically overhauled its approach to destination marketing. A prime example is the restructuring of international familiarisation (FAM) trips. Rather than treating these trips as standalone promotional perks, UTB now aligns them directly with priority global markets and the timeline of major platforms like POATE.

The Pre-Expo Strategy

By hosting international buyers on immersive tours before they arrive at the expo floor, these buyers gain a firsthand, sophisticated understanding of Uganda’s diverse tourism assets from the mountain gorillas of Bwindi to the adventure hubs of Jinja. Consequently, when buyers attend business-to-business (B2B) sessions at Speke Resort Munyonyo, they aren’t asking basic questions about what Uganda has to offer. Instead, conversations skip the introductory fluff and dive straight into negotiating commercial contracts, pricing structures, and destination-branding agreements.

The event, anchored by the forward-looking theme “Wanderlust – Your Time to Thrive,” served as a high-level incubator for the future of African travel. Industry professionals engaged in crucial panel discussions that went far beyond traditional safari marketing.

The expo also hosted the inaugural Pearl of Africa Tourism Awards. By celebrating top-tier performers and storytellers across the tourism value chain, the awards set a high standard for service delivery, signalling to international buyers that Uganda’s private sector is fully equipped to handle luxury, mid-tier, and niche global clientele.

A Strategic Microeconomic Engine

The Ugandan government has officially designated tourism as a primary pillar for national economic transformation. It is viewed not just as a leisure sector but as a critical driver of foreign exchange earnings, infrastructural development, and youth employment.

Kagwa’s newly declared strategy focuses heavily on commercial acceleration. For continental travel agents and tour operators, keeping Uganda at the top of their itineraries is no longer just a creative choice; it is a highly profitable business. The government’s backing ensures safer investments, improved transport infrastructure, and streamlined regulatory processes for international partners looking to establish a permanent footprint in East Africa.

Are you an adventurous traveller or a travel professional looking to experience the untouched beauty of Africa? Discover the hidden gems of the Pearl of Africa. Visit www.rexclarkeadventures.com to explore Uganda’s official safari packages and plan your unforgettable journey today.

 

Frequently Asked Questions (FAQs) And Answers

What is POATE, and why is it important for African tourism?

The Pearl of Africa Tourism Expo (POATE) is Uganda’s premier annual tourism B2B and B2C exhibition. It brings together domestic and regional tourism operators with international buyers, media, and investors to network, close business deals, and promote travel across East Africa and the wider continent.

Who is Juliana Kagwa?

Juliana Kagwa is the chief executive officer of the Uganda Tourism Board (UTB), the statutory organisation mandated to promote and market Uganda as a preferred tourist destination. She was recently recognised as “CEO of the Week” by CEO East Africa Magazine for her strategic leadership in tourism marketing.

How is UTB changing its strategy to help international travel buyers?

UTB has shifted from passive marketing to an investment-led, commercial strategy. A key tactic is to host highly targeted familiarisation (FAM) trips for international buyers before major expos, ensuring they are ready to sign business contracts immediately when face-to-face meetings begin.

What investment opportunities exist within Uganda’s tourism sector?

Key investment areas include the development of luxury eco-lodges within and around national parks, investments in domestic aviation and water transport infrastructure, digital travel-booking technologies, and partnerships in film-induced tourism and cultural heritage preservation.