The Ministry of Tourism, Wildlife and Antiquities (MTWA), in partnership with the Uganda Tourism Board (UTB), is proud to announce the return of Uganda’s premier tourism and travel trade show the Pearl of Africa Tourism Expo (POATE 2025).
Themed “Tourism & Sustainable Transformation,” POATE 2025 will run from May 21 to 24 at the newly expanded Speke Resort Convention Centre in Munyonyo. The event will convene global tourism stakeholders to celebrate and invest in Uganda’s rich cultural and natural heritage.
A Cultural Spectacle: Sounds of the Pearl
A major highlight of this year’s expo will be the official opening ceremony on May 21, featuring Sounds of the Pearl — a 55-minute live musical production that traces Uganda’s cultural journey through the eyes of Akena (played by Walter Ruva), a young traveler guided by Mother Pearl (Suzan Kerunen) and the Wisdom Keeper (Navio).
This immersive show blends traditional dance and music by the Crane Performers with contemporary fashion, curated by IGC. More than 40 performers will take the stage, enhanced by dynamic LED projections and multilingual narration, bringing to life Uganda’s diverse cultural landscapes — from the vibrant rhythms of the Bakiga to the regal heritage of the Tooro Kingdom and the soulful sounds of Karamoja.
Fashion Meets Heritage
IGC, a trailblazing Ugandan fashion label, will serve as the Official Fashion Curator of POATE 2025. Their showcase will include two exhibitions and runway shows that focus on sustainability and cultural expression.
A centerpiece of IGC’s exhibition is a collection of ten innovative outfits made from Lubugo (barkcloth), ranging from ready-to-wear to haute couture. This collection will be prominently displayed at the entrance of Speke Resort, offering a striking introduction to Uganda’s sustainable fashion.
The exhibition will also feature designs from independent Ugandan artisans and designers such as Mawejje Creations, Amylia Clothing, Sanvra, and Kibirango Ogal Gabriel, further highlighting Uganda’s creative potential. The fashion exhibition will run from May 21 to 23, debuting during a vibrant runway and dance performance at the official opening.
Grand Finale: Music and Cultural Festival
POATE 2025 will conclude with a grand cultural festival on May 24, featuring electrifying performances from top African artists including Blu 3, Ssuna Ben, Winnie Nwagi, Aliddeki Brian, and comedian Salvado, who will co-host the show alongside Sheila Gashumba and Sheila Salta.
On the same evening, IGC will take the main stage with two signature runway productions:
- The Evolution of Lubugo
- The Evolution of Kikoyi, presented by My Fashion Biography
Event Access and Sponsors
POATE 2025 is 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 programming at POATE is curated with the support of British Council Uganda, Bold in Africa, and ORM.
- Entry to the expo (May 21–23) is free.
- Tickets for the grand finale on May 24 are available for purchase at UGX 20,000 (Ordinary) and UGX 50,000 (VIP) via www.tagticketing.com.
For more information, visit www.talentafricagroup.com.
Follow @igc_fashion on Instagram for exclusive fashion updates from POATE 2025.