UBL and UTB officials at the announcement of the sponsorship deal during an organising committee board meeting at Munyonyo.

Uganda Breweries Limited, makers of Pilsner Lager, have announced a sponsorship deal worth UGX100m for the Pearl of Africa Tourism Expo (POATE), which starts on May 23 at Speke Resort Munyonyo.

Speaking at an organising board meeting for the event, Andrew Kilonzo, the UBL Managing Director, said the partnership with Uganda Tourism Board (UTB), the event organisers, would not only provide a platform to showcase Uganda’s tourism potential, but also act as a platform to exhibit authentic and locally manufactured brands on the international scale.

“Our support towards this edition of POATE highlights the pivotal role of collaboration between the private sector and government to promote Uganda’s tourism and hospitality industry.

• Under this partnership, we will sponsor the Expo with Pilsner Lager and Uganda Waragi Lemon and Ginger - brands that are deeply rooted in Ugandan culture and represent the bold and vibrant spirit of Uganda,” he said.

Top officials said that during the event, under the theme ‘Responsible Tourism, more than 70 global buyers, over 5,000 trade visitors and consumers will throng the three-day expo in the heart of Kampala.

Ms Lily Ajarova, the UTB Chief Executive Officer, noted that culture is among the major tourism drivers in Uganda and as such, the role played by brands such as Pilsner Lager and Uganda Waragi towards cultural preservation is key to promoting Ugandan tourism.

• She said this year’s POATE was oversubscribed a week before the event, and presents immense opportunities to the different tour operators and lodges in different regions of Uganda.

Indeed, expectations are high for the POATE 2024 as it marks a significant step towards responsible tourism and inclusive development in Uganda’s vibrant tourism sector, promoting sustainable practices and equitable opportunities within the tourism industry.

Some of the objectives of the POATE include serving as a platform to showcase Uganda's tourism potential, including its natural beauty, wildlife, cultural heritage, and adventure opportunities; facilitating networking among tourism professionals, including tour operators, hoteliers, travel agents, and government officials for collaborations, partnerships, and knowledge sharing within the industry; and acting as a platform for Ugandan tourism businesses to access domestic and international markets.

Additionally, the event will also include capacity-building opportunities such as workshops, seminars, and training sessions aimed at enhancing the skills and knowledge of tourism professionals in regard to various topics such as marketing strategies, sustainable tourism practices, customer service excellence, and destination management.

It will also serve as a forum for policy advocacy whereby government officials, industry stakeholders, and experts, will advocate policies that support the sustainable growth of tourism and address the pressing challenges that are facing the sector.