The Ministry of Tourism, Wildlife and Antiquities (MTWA), in collaboration with the Uganda Tourism Board (UTB), is excited to announce the return of Uganda’s flagship tourism and travel trade show, the Pearl of Africa Tourism Expo (POATE 2025). Scheduled from May 21st to 24th, 2025, at the newly expanded Speke Resort Convention Centre in Munyonyo, this much-anticipated event will bring together global stakeholders to celebrate and invest in Uganda’s rich tourism potential under the theme: “Tourism & Sustainable Transformation.”
A key highlight of this year’s expo will be the opening ceremony on May 21st, featuring the powerful live musical production, “Sounds of the Pearl.” This 55-minute performance narrates Uganda’s cultural journey through the eyes of Akena, portrayed by Walter Ruva, a young traveler exploring Uganda’s kingdoms, landscapes, and ancestral memories. Guided by the spirit of Mother Pearl, played by Suzan Kerunen, and narrated by the Wisdom Keeper, Navio, the show intricately weaves traditional music and dance performed by the Crane Performers with contemporary fashion curated by IGC in partnership with Bold Africa.
“Sounds of the Pearl” promises to be an immersive experience, showcasing over 40 performers, captivating LED projections, and multi-language narration. The audience will be enveloped in the vibrant tapestry of Ugandan culture, from the rhythmic foot beats of the Bakiga to the regal ambiance of the Tooro courts and the lively tunes of Karamoja. This production is not merely a performance; it is Uganda’s voice resonating with the world, celebrating its identity through rhythm and storytelling.
In addition to the musical spectacle, IGC, a pioneering fashion label, will serve as the Official Fashion Curator for the expo. IGC will present two exhibitions and runway performances that highlight sustainability and cultural heritage. Central to IGC’s showcase is a collection of ten innovative outfits crafted from Lubugo (barkcloth), ranging from ready-to-wear to haute couture. This exhibition will be prominently displayed at the forefront of the Speke Resort, providing attendees with a striking introduction to sustainable fashion before they enter the expo.
The exhibition will also feature the work of independent artisans and designers, including Mawejje Creations, Amylia Clothing, Sanvra, and Kibirango Ogal Gabriel, spotlighting the burgeoning potential of Uganda’s sustainable fashion industry. Open to all POATE attendees from May 21st to 23rd, this exhibition will debut during a dynamic runway and dance performance at the official opening ceremony.
The expo will culminate in a vibrant festival on May 24th, showcasing performances from renowned African artists, including the legendary Blu 3, Ssuna Ben, Winnie Nwagi, Aliddeki Brian, and comedian Salvado, who will co-host the event alongside Sheilla Gashumba and Sheilla Salta.
On May 24th, IGC will take the main stage for two exhilarating runway shows: “The Evolution of Lubugo” and “The Evolution of Kikoyi” presented by My Fashion Biography.
The Pearl of Africa Tourism Expo 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.
Fashion at the Pearl of Africa Tourism Expo 2025 is proudly curated by British Council Uganda, Bold in Africa and ORM.
For more information about the event, please visit www.talentafricagroup.com. Access to the expo is free from May 21st to 23rd, with tickets for the grand finale Music and Cultural Festival on May 24th available for purchase at 20,000 UGX for ordinary tickets and 50,000 UGX for VIP access through www.tagticketing.com. For exclusive updates on fashion at POATE, follow IGC on Instagram @igc_fashion.
