Uganda launches inaugural Pearl of Africa Tourism Awards to spotlight industry excellence
Framed as more than just a celebratory event, the awards are designed as a strategic tool to raise standards across the industry. They will recognise excellence in tourism products, storytelling, conservation, media, and community-driven initiatives, areas increasingly seen as critical to sustainable tourism development.
Uganda has taken a significant step in elevating its tourism profile with the launch of the inaugural Pearl of Africa Tourism Awards 2026, a new initiative aimed at recognising excellence across the country’s rapidly growing tourism sector.
The awards were officially unveiled by the Uganda Tourism Board (UTB) in partnership with the European Union delegation to Uganda, marking a fresh push to position the country as a competitive global destination.
The announcement, made at the European Union offices in Kampala, sets the stage for a grand awards ceremony that will take place during the Pearl of Africa Tourism Expo (POATE) on May 23, 2026, at the Speke Resort Munyonyo.
The awards are expected to become a cornerstone of the annual tourism calendar, drawing attention to the individuals and organisations shaping Uganda’s tourism narrative.
Framed as more than just a celebratory event, the awards are designed as a strategic tool to raise standards across the industry. They will recognise excellence in tourism products, storytelling, conservation, media, and community-driven initiatives, areas increasingly seen as critical to sustainable tourism development.
Stakeholders ranging from tour operators and conservationists to media practitioners, photographers, influencers, and the general public have been invited to submit entries and nominations.
According to Samora M. Semakula, the Acting Deputy CEO of the Uganda Tourism Board, the initiative is intended to spotlight the often-unseen efforts driving Uganda’s tourism success. He noted that by formally recognising excellence, the awards are not only rewarding achievement but also setting a benchmark for professionalism and innovation within the sector.
In his view, the initiative sends a strong signal to investors and partners that Uganda’s tourism industry is evolving into a competitive and credible market.
The awards will span a broad range of categories to ensure inclusivity across the tourism value chain. These include Best Tourism Documentary, Best Community Tourism Programme, Best Tourism Photographer, Best Tourism Storyteller, Best Tourism Influencer, Best New Tourism Product, Best Eco Lodge, Best Eco Tour Operator, and Best POATE Exhibitor.
Several categories will carry cash prizes, funded by the European Union under the UG–EU@50 partnership, which marks five decades of cooperation between Uganda and the EU.
The European Union’s backing underscores its long-standing investment in Uganda’s tourism development. Over the years, EU member states have committed more than EUR 40 million to the sector, with recent efforts including the “We Explore” project—a EUR 15.5 million programme implemented in collaboration with organisations such as ENABLE, UNESCO, UNDP, and UNCDF.
The initiative focuses on promoting Uganda as a premier destination, improving access to finance for tourism enterprises, and ensuring that local communities benefit from tourism growth.
Jan Sadek, the European Union Ambassador to Uganda, emphasised that tourism goes beyond economic value, serving as a bridge between cultures while driving inclusive growth. He pointed out that platforms like POATE have already strengthened Uganda’s regional standing, and the introduction of the awards extends that ambition by encouraging excellence and innovation.
The Ambassador also highlighted the role of EU-backed frameworks such as EMPCO, which support small and medium enterprises in adopting sustainable practices, including eco-certification and fair trade standards. These efforts are aimed at enhancing the competitiveness of Ugandan tourism businesses, particularly in accessing European markets.
Industry observers say the launch of the Pearl of Africa Tourism Awards signals a maturing sector that is ready to measure itself against global standards. With increasing investment, stronger institutional support, and a growing ecosystem of innovative tourism products, Uganda is steadily positioning itself as one of Africa’s most compelling travel destinations.
Entries and nominations for the awards are now open, offering a platform for industry players and the public alike to recognise excellence and shape the future of Uganda’s tourism story.
