BY D KASULE: The Uganda Tourism Board (UTB), in partnership with the European Union Delegation, has unveiled Uganda’s inaugural Pearl of Africa Tourism Awards 2026 a new initiative aimed at improving service quality, encouraging innovation, and enhancing the country’s global image.
Launched ahead of the Pearl of Africa Tourism Expo 2026 (POATE 2026), the country’s leading tourism event, the awards are expected to become a key platform for recognizing and celebrating excellence across the tourism sector, while reinforcing Uganda’s brand as the “Pearl of Africa.”
The initiative comes at a time when Uganda’s tourism industry continues to recover from the shock of the COVID-19 pandemic. Recent statistics indicate that the country recorded approximately 1.5 million international visitors, generating about UGX 4.8 trillion in tourism earnings and contributing roughly 3.6 percent to the national economy.
“This growth has renewed focus on improving standards and showcasing Uganda more competitively on the global stage,” said Samora Marshall Ssemakula, Deputy Chief Executive Officer of UTB.
He emphasized that the awards are designed to fill a long-standing gap in the sector, where many individuals and organizations delivering outstanding services have gone unrecognized. “By highlighting top performers, the awards will inspire others to raise their standards, adopt new ideas, and embrace sustainable tourism practices,” he said.
The awards will span a wide range of categories, reflecting the diversity of Uganda’s tourism value chain. These include recognition for tourism products, storytelling, media coverage, conservation efforts, and community-based tourism initiatives. Tourism operators, journalists, photographers, influencers, conservationists, and members of the public are all encouraged to submit nominations.
Ssemakula noted that storytelling has become a powerful tool in modern tourism, shaping how destinations attract visitors. He said the awards will help Uganda tell its story more effectively and consistently to both local and international audiences, making the country more visible and appealing to travelers.
Jan Sadek, Ambassador of the European Union to Uganda, said the initiative reflects a shared commitment between Uganda and the EU to promote excellence, innovation, and sustainability in tourism. He emphasized that tourism is not only about revenue but also about connecting people, preserving culture, and creating opportunities for communities.
He added that the awards will recognize individuals, businesses, and institutions making a tangible impact by creating jobs, protecting the environment, and positioning Uganda as a competitive tourism destination.
As part of the partnership, the European Union will sponsor several award categories with cash prizes as part of celebrations marking 50 years of cooperation with Uganda. Categories such as Best Tourism Documentary, Best Tourism Photography (professional and amateur), Best Tourism Storyteller, and Best Tourism Influencer will each carry a prize 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. These are designed to highlight both innovation and sustainability—key priorities in global tourism trends.
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 have emphasized that all submissions must be supported by clear evidence, such as published work, performance data, images, or sustainability records.
Entries will be reviewed by an independent panel of judges comprising tourism experts, conservation specialists, media professionals, and government representatives. The evaluation will focus on quality, innovation, impact, and contributions to environmental protection or community development.
Winners of the inaugural awards will be announced during a gala dinner scheduled for May 23, 2026, at Speke Resort Munyonyo as part of the POATE 2026 celebrations.
Stakeholders believe the introduction of the awards marks an important step in strengthening partnerships within the tourism sector. By recognizing success and encouraging continuous improvement, the initiative is expected to raise Uganda’s standards and competitiveness on the global stage.