Juliana Kagwa, the UTB Chief Executive Officer flagging off the bikers
The Pearl of Africa Tourism Expo (POATE) has officially closed, marking a major success for Uganda’s tourism sector despite regional health concerns. The event, which received high-level government backing, highlighted partnerships aimed at showcasing Uganda’s beauty to the world while inspiring the next generation of creatives.
The Uganda Bikers Association formally partnered with the Uganda Tourism Board (UTB) to promote the “Pearl of Africa” to the masses, with strong support from the Uganda Civil Aviation Authority (UCAA). The organisers described the collaboration as a bold step in taking tourism promotion beyond traditional channels.
Julian Kagawa the UTB chief executive officer appreciated her predecessor, Lilly Ajarova, for laying a strong foundation that enabled the expo’s achievements.
President Yoweri Museveni’s speech at the opening ceremony was credited for giving the event significant momentum. His remarks helped make POATE a resounding success, particularly in advancing Uganda’s tourism agenda. Exhibitors reported overwhelming attendance and described the expo as highly productive, even amidst Ebola threats in neighboring areas.
Parallel to the tourism push, the launch of the documentary-style film “Back to the Source- the Nile,” added an emotional and inspirational dimension to the week’s events. Uganda’s Ambassador to Guangzhou- China, Judyth Nsababera, who produced and starred in the internationally recognised film, emphasised its importance and appeal.
After the official launch, the team chose to screen the movie first for ordinary citizens “(the lay people),” starting in Katanga. The goal was to build confidence among young people interested in the film industry and encourage them to promote Uganda through film-making.
Director Derick Ssenyonyi explained that the movie seeks to boost self-belief among ghetto youth, giving them the confidence and platform they need to dream bigger.
The film’s director, who grew up in Nakasongola watching tourists drive past his home, shared a powerful personal story: “Nobody told had told me that I would one day direct a film for 73 million people,” Senyonyi expressed.
Ambassador Nsababera similarly reflected that no one had predicted her path to producing and starring in a globally noted documentary. “Life does not tell you what you are going to become. You have to tell it,” she said, adding; “it is not too late. It is never too late to pick up the thing you put down.”
The ambassador stressed that the film belongs not to her or the director, but to all of Uganda. The events enjoyed broad backing from multiple development partners, including Enabel, the European Union, UNDP, UNCDF, and UNESCO.
The successful conclusion of POATE and the accompanying film initiatives underscore Uganda’s dual focus on economic growth through tourism and human capital development through creative industries. Organisers and participants expressed optimism that these efforts will continue to open doors for young Ugandans and position the Pearl of Africa more prominently on the global stage.
