By Ngabwa N. Desire
As a small tourism business owner who runs a boutique tour operator specializing in community-led safaris and cultural experiences in western Uganda, I was skeptical about exhibiting at POATE 2025.
The upfront costs of my standard indoor booth package came to just over UGX 1.2 million (including setup, branding, and basic inclusions). This honestly felt steep for my modest operation. I worried it might not deliver enough return on investment, especially with travel budgets tight and competition from bigger players.
I almost skipped it. “Why spend that money when I could invest in online ads or local marketing?” I thought. But a colleague’s nudge convinced me to take the leap, and I’m glad I did.
The real value unfolded in ways I hadn’t anticipated. The three-day event at Speke Resort Munyonyo gave me direct, face-to-face access to over a dozen international hosted buyers from Europe, North America, and Asia. These are people I could never reach through emails or social media alone. I scheduled targeted B2B meetings through the matchmaking system, pitching customized itineraries that highlight authentic, sustainable experiences.
Several conversations turned into firm bookings. One UK-based operator signed for multiple group tours in the coming season, while a German agency expressed interest in co-developing packages.
Networking was transformative. I connected with fellow Ugandan exhibitors, hotels, transport providers and craft artisans who became collaborators. We exchanged referrals, and I’ve already partnered with one on joint promotions.
Media exposure was another bonus. International journalists visited my booth, resulting in features that amplified my online presence long after the expo ended. It became clear to me that I wasn’t in a local based mindset and had transcended to what tourism is actually about, a global audience who are ready to tap into unique experiences that they would never find home, because in ways God made us, we are different.
From the way we talk, the way we interact, the food we eat, our excitements, city congestions and the rich heritage. We have so much to offer, not just to Ugandans but on a global scale.
Beyond immediate deals, the event boosted my confidence and visibility. My business website traffic spiked post-POATE, with inquiries from new markets. The professional setup (furniture, lighting, promotional materials provided in the package) made my small outfit look credible alongside larger ones.
Yes, it was expensive upfront, and not every exhibitor sees instant millions in revenue. But for someone in tourism where relationships drive business, POATE delivered tangible leads, partnerships, and long-term growth that far outweighed the cost. I can comfortably say, it was worth every penny.
If you’re a serious player aiming to scale internationally, exhibiting isn’t just worth it, it’s one of the smartest investments you can make in Uganda’s tourism ecosystem.