Is Paying for POATE as an Exhibitor Worth It? A Small Operator’s Honest Reflection

By Ngabwa N. Desire

There is a question many small tourism operators quietly ask themselves every year: Is exhibiting at POATE really worth the money?

When I registered for the 2025 edition of the Pearl of Africa Tourism Expo (POATE), I was not confident. As a boutique tour operator specialising in community-led safaris and cultural experiences in western Uganda, my resources are limited. My standard indoor booth package cost just over UGX 1.2 million, inclusive of setup, branding and basic inclusions. For a small business, that is not a casual expense. It is a serious financial decision.

I wrestled with the idea of redirecting that money into digital advertising or local promotions. After all, online marketing is measurable and seemingly safer. Three days at an expo felt uncertain. What if I came back with only business cards and polite conversations?

Yet tourism, at its core, is not built on algorithms. It is built on relationships.

The expo, held at Speke Resort Munyonyo, quickly demonstrated what no online campaign could replicate: direct access to hosted buyers from Europe, North America and Asia. Through the structured B2B matchmaking system, I secured meetings with decision-makers I would never have reached through cold emails or social media messages.

These were not casual conversations. They were serious engagements about itineraries, sustainability, authenticity and long-term partnerships. One UK-based operator committed to multiple group tours for the upcoming season. A German agency explored co-developing specialised packages focused on immersive cultural experiences.

For a small operator, those conversations alone justified the cost.

But the value extended beyond immediate bookings. POATE reshaped my mindset. It forced me to view my business not as a local service provider but as part of a global tourism supply chain. International buyers are not merely seeking accommodation or transport; they are searching for distinctive experiences. And Uganda has abundance in that regard — from our landscapes and biodiversity to our food, languages and community traditions.

Exhibiting also provided credibility. The professional booth setup placed my small operation on equal visual footing with larger, more established brands. In tourism, perception matters. When buyers see organisation, clarity and professionalism, confidence follows.

Networking with fellow Ugandan exhibitors proved equally transformative. Hotels, transport providers and craft entrepreneurs became collaborators rather than competitors. We exchanged referrals, discussed packaging synergies and laid groundwork for future joint promotions. Tourism is interdependent; no operator thrives in isolation.

Media exposure was another unanticipated gain. International journalists who visited my booth later published features that amplified my digital visibility. Website traffic increased. Inquiries came from markets I had never previously accessed. The ripple effect extended far beyond the three days of the event.

Of course, it is important to be honest. Not every exhibitor walks away with instant revenue windfalls. And UGX 1.2 million is not insignificant. For some, the return may take months to materialise. Exhibiting requires preparation, clear objectives and follow-up discipline.

But in an industry where trust, familiarity and personal connection determine purchasing decisions, physical presence remains powerful. Tourism buyers commit when they believe in both the product and the person behind it. That belief is difficult to build solely through screens.

So, is paying to exhibit at POATE worth it?

For hobbyists or operators unsure about scaling beyond domestic markets, perhaps not. But for serious tourism entrepreneurs aiming to expand internationally, build brand credibility and cultivate long-term partnerships, it is one of the most strategic investments available within Uganda’s tourism ecosystem.

I entered POATE 2025 cautious and skeptical. I left confident, connected and positioned for growth. In tourism, growth does not always come from cutting costs. Sometimes, it comes from stepping into rooms where your future clients are already waiting.