The Uganda Tourism Board (UTB), in partnership with the European Union Delegation have unveiled the country’s first ever Pearl of Africa Tourism Awards 2026, aimed at boosting quality, innovation and global visibility of Uganda’s tourism sector.
The awards are premiering during the Pearl of Africa Tourism Expo 2026 (POATE 2026), the flagship event of the country’s tourism sector. The initiative is designed to celebrate excellence across the tourism value chain while strengthening Uganda’s reputation as the “Pearl of Africa.”
The awards will recognize outstanding contributions in areas of tourism products, storytelling, media, conservation and community-driven initiatives. Organizers are calling on tourism operators, media practitioners, conservationists, photographers, influencers and the general public to submit nominations.
According to UTB, the awards are to bridge a long-standing gap in the sector, where individuals and organizations delivering exceptional services have often gone unrecognized.
“The initiative is expected to motivate players in the industry to improve service standards, embrace innovation and adopt sustainable practices,” said Samora Marshall Ssemakula the UTB Deputy CEO It is believed that the awards will help increase the visibility of Uganda’s tourism offerings both locally and internationally, while setting a clear benchmark for excellence. “This comes at a time when Uganda’s tourism sector is experiencing steady growth.”
Ssemakula added “the country recorded about 1.5 million international arrivals and tourism receipts of approximately UGX 4.8 trillion, contributing about 3.6 percent to the national economy.
The Uganda Tourism Board (UTB), in partnership with the European Union Delegation have unveiled the country’s first ever Pearl of Africa Tourism Awards 2026, aimed at boosting quality, innovation and global visibility of Uganda’s tourism sector.
The awards are premiering during the Pearl of Africa Tourism Expo 2026 (POATE 2026), the flagship event of the country’s tourism sector. The initiative is designed to celebrate excellence across the tourism value chain while strengthening Uganda’s reputation as the “Pearl of Africa.”
The awards will recognize outstanding contributions in areas of tourism products, storytelling, media, conservation and community-driven initiatives. Organizers are calling on tourism operators, media practitioners, conservationists, photographers, influencers and the general public to submit nominations.
According to UTB, the awards are to bridge a long-standing gap in the sector, where individuals and organizations delivering exceptional services have often gone unrecognized.
“The initiative is expected to motivate players in the industry to improve service standards, embrace innovation and adopt sustainable practices,” said Samora Marshall Ssemakula the UTB Deputy CEO It is believed that the awards will help increase the visibility of Uganda’s tourism offerings both locally and internationally, while setting a clear benchmark for excellence. “This comes at a time when Uganda’s tourism sector is experiencing steady growth.”
Ssemakula added “the country recorded about 1.5 million international arrivals and tourism receipts of approximately UGX 4.8 trillion, contributing about 3.6 percent to the national economy.”
He noted that tourism remains a key pillar of Uganda’s economic development, with strong potential to create jobs across multiple value chains and support community livelihoods.
Speaking at the launch, Jan Sadek said the awards reflect a shared commitment between Uganda and the European Union to promote excellence, innovation and sustainability in tourism.“Tourism goes beyond economics. It connects cultures, drives inclusive growth and showcases Uganda’s natural and cultural heritage to the world,” he said.
Sadek added that the awards will recognize individuals, businesses and institutions that are raising standards, creating jobs and positioning Uganda as a competitive and sustainable destination.
The European Union is supporting some of the award categories with cash prizes as part of celebrations marking 50 years of cooperation with Uganda.
Categories with prizes include Best Tourism Documentary, Best Tourism Photography (both professional and amateur), Best Tourism Storyteller and Best Tourism Influencer, each carrying an award of UGX 3 million.Other categories include Best Community Tourism Program, Best New Tourism Product, Best Eco-Lodge, Best Eco-Tour Operator and Best Exhibitor at POATE 2026.
Participation is open to a wide range of stakeholders, including tour operators, travel agencies, hotels, lodges, community tourism groups, media professionals and both public and private sector players.
Organizers say all submissions must be supported by clear evidence such as published work, reports, images, visitor data or sustainability records.
An independent panel of judges made up of tourism experts, conservation professionals, media practitioners and government representatives will assess entries based on quality, impact, innovation and environmental or community benefits.
Winners will be announced during a gala dinner on May 23, 2026, at Speke Resort Munyonyo, as part of the POATE 2026 celebrations.
Ssemakula emphasized that the awards will play a key role in promoting storytelling, which he described as central to modern tourism.
“Today’s destinations thrive on how well they tell their stories. These awards give us an opportunity to tell Uganda’s story more consistently and more powerfully, both locally and internationally,” he said.
He further noted that the initiative will also strengthen partnerships across the tourism sector and support Uganda’s positioning as a preferred global travel destination.
With growing global interest in sustainable and community-based tourism, stakeholders believe the new awards will not only celebrate success but also inspire higher standards and innovation across the industry. URN