Uganda Tourism Board, European Union Launch Pearl of Africa Tourism Awards 2026
By our Reporter
Kampala, Uganda — The Uganda Tourism Board (UTB), in collaboration with the Delegation of the European Union to Uganda and key stakeholders, has officially launched the inaugural Pearl of Africa Tourism Awards 2026, a new initiative aimed at recognising and promoting excellence across Uganda’s growing tourism industry.
The announcement was made today at the European Union offices in Kampala, with organisers confirming that winners will be honoured during the Pearl of Africa Tourism Expo (POATE) on May 23, 2026, at Speke Resort Munyonyo.
The awards will recognise outstanding contributions across a wide spectrum of the tourism value chain, including tourism products, storytelling, media, conservation, and community-driven initiatives. Tourism operators, media practitioners, conservationists, photographers, influencers, and members of the public have been invited to submit entries or nominate deserving individuals and organisations.
Positioned as more than a ceremonial event, the Pearl of Africa Tourism Awards are designed as a strategic intervention to elevate industry standards and align Uganda’s tourism sector with global benchmarks.
The initiative seeks to motivate stakeholders to enhance service delivery and competitiveness, champion innovation and sustainable tourism practices, amplify the visibility of Uganda’s tourism offerings locally and internationally, and establish a credible benchmark for excellence within the sector.
“These awards are a celebration of the people and organisations who are quietly doing extraordinary work to put Uganda on the global tourism map,” said Samora M. Semakula, Acting Deputy Chief Executive Officer of UTB.
“By formally recognising excellence in storytelling, conservation, eco-tourism, and community programmes, we are not just handing out trophies; we are setting a standard. We are telling the world that Uganda’s tourism industry is professional, innovative, and ready to compete. This is also a signal to investors and partners that the sector is maturing, and that the business case for Uganda tourism has never been stronger,” he added.
The awards will feature a diverse range of categories to ensure inclusivity across the sector. Several of these will carry a cash prize, funded by the European Union under the UG–EU@50 partnership marking 50 years of cooperation between Uganda and the EU.
Award categories include: Best Tourism Documentary 2026; Best Community Tourism Programme/CSR Initiative; Best Tourism Photographer; Best Tourism Storyteller; Best Tourism Influencer; Best New Tourism Product 2026; Best Eco Lodge 2026; Best Eco Tour Operator 2026; and Best Booth Stand/Exhibitor at POATE 2026.
The European Union’s support underscores its long-standing commitment to Uganda’s tourism development. EU member states have collectively invested more than €40 million in the sector, including the ongoing “We Explore” project, a €15.5 million programme implemented by a consortium comprising ENABLE, UNESCO, UNDP, and UNCDF.
The project is aimed at positioning Uganda as a competitive global destination, improving access to finance for tourism enterprises, strengthening the business environment, and ensuring that local communities derive meaningful benefits from tourism growth.
Speaking at the launch, the European Union Ambassador to Uganda, H.E. Jan Sadek, emphasised the broader significance of the partnership.
“Tourism transcends economics; it bridges cultures, drives inclusive growth, and showcases Uganda’s unparalleled natural and cultural heritage to the world. Through POATE, Uganda has strengthened its position as a regional leader, and these awards extend that ambitious vision,” he said.
“For the European Union, this support is part of a broader partnership focused on sustainable development, job creation, and private sector growth—especially meaningful this year as we celebrate 50 years of EU–Uganda cooperation. We promote a model of tourism that benefits communities, protects the environment, and empowers entrepreneurs, particularly youth and women. We are proud to support platforms like POATE that bring stakeholders together, encourage investment, and strengthen Uganda’s global visibility,” he added.
Ambassador Sadek also highlighted the role of EMPCO, an EU framework that supports small and medium enterprises in adopting sustainability practices such as eco-certification and fair trade standards. The framework enables Ugandan tourism businesses to access European markets and enhance their competitiveness, complementing POATE’s focus on innovation and excellence.
The launch of the Pearl of Africa Tourism Awards, whose entries and nominations are now open, signals a sector increasingly positioning itself against global standards. Backed by institutional support, sustained EU investment, and a growing ecosystem of innovative tourism products, Uganda is strengthening its standing as one of Africa’s emerging premier tourism destinations.
