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The Ministry of Tourism, Wildlife and Antiquities (MTWA), in partnership with the Uganda Tourism Board (UTB), has announced the eagerly awaited return of Uganda’s flagship tourism and travel trade show, the Pearl of Africa Tourism Expo (POATE 2025).
The event is scheduled to take place from May 21st to 24th, 2025, at the newly expanded Speke Resort Convention Centre in Munyonyo, gathering global tourism stakeholders under the theme “Tourism & Sustainable Transformation.”
A cultural journey through “Sounds of the Pearl”
One of the main highlights of POATE 2025 will be the opening ceremony on May 21st, featuring an innovative live musical production titled “Sounds of the Pearl.”
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This 55-minute performance tells Uganda’s rich cultural story through the eyes of Akena, a young traveller portrayed by Walter Ruva, who explores the nation’s kingdoms, landscapes, and ancestral heritage. The show is guided by the spirit of Mother Pearl, played by Suzan Kerunen, and narrated by the Wisdom Keeper, Navio.
“Sounds of the Pearl” combines traditional music and dance by the Crane Performers with contemporary fashion curated by IGC in partnership with Bold Africa.
With over 40 performers, captivating LED projections, and narration in multiple languages, the production promises an immersive experience that celebrates Uganda’s diverse cultural identity, from the rhythmic beats of the Bakiga to the regal atmosphere of the Tooro courts and the vibrant sounds of Karamoja.
Celebrating sustainable fashion and vibrant festivities
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Fashion will play a central role at POATE 2025, with IGC acting as the Official Fashion Curator. The label will present two exhibitions and runway shows highlighting sustainability and Uganda’s cultural heritage.
A special collection of ten innovative outfits made from Lubugo (barkcloth), ranging from ready-to-wear to haute couture, will greet visitors at the entrance of the Speke Resort.
The exhibition will also feature works by independent artisans and designers such as Mawejje Creations, Amylia Clothing, Sanvra, and Kibirango Ogal Gabriel, showcasing Uganda’s growing sustainable fashion industry.
Attendees can enjoy this display from May 21st to 23rd, with a dynamic runway and dance performance scheduled during the opening ceremony.
The expo will conclude on May 24th with a lively festival featuring performances by renowned African artists, including Blu 3, Ssuna Ben, Winnie Nwagi, Aliddeki Brian, and comedian Salvado, who will co-host alongside Sheilla Gashumba and Sheilla Salta.
On the same day, IGC will present two runway shows titled “The Evolution of Lubugo” and “The Evolution of Kikoyi,” celebrating Uganda’s rich textile traditions.
POATE 2025 is proudly sponsored by the Ministry of Tourism, Wildlife and Antiquities, Uganda Tourism Board, Uganda Wildlife Authority, Skills Excel, Uganda Tourism Association, and the Uganda Wildlife Research and Training Institute. The fashion elements are curated in collaboration with British Council Uganda, Bold in Africa, and ORM.