The Sustainable Tourism Awards and Fair Trade Tourism at Uganda’s Pearl of Africa Tourism Expo (POATE) in Kampala, 2025
As Uganda continues its journey towards sustainable tourism, a growing number of companies and partners are working together to train, adopt, and promote best practices in sustainability, responsible travel, and Fair Trade Tourism. Recognising commitment through awards can effectively highlight success stories and inspire others to follow suit.
Sustainability is a hot topic in tourism — but what does it really mean for our industry?
The awards aim to educate both the industry and the traveller. True sustainability means profitable tourism that puts people and planet first – driving real social impact and environmental gains. Done well, it’s a radical rethink with long-term benefits.
How it works
The Uganda Tourism Board (UTB), with support from Enabel (the Belgian Development Agency), introduced the Sustainable Tourism Awards during the 2024 Pearl of Africa Tourism Expo (POATE). Now in their second year, the 2025 awards – held during POATE in May – continued to celebrate tourism businesses leading the way in sustainability. This year the Netherlands’ CBI (Centre for the Promotion of Imports from Developing Countries) played a key role by providing technical assistance to the team: continuously refining the awards selection criteria used by judges to evaluate exhibitors. CBI also helped identify individuals with proven track records and expertise in tourism development, sustainable product innovation and marketing.
Criteria
Judging focused on the sustainability of the exhibitors’ stands and the messaging and impact shared by stand staff. Judges assessed each exhibitor using the following criteria:
- Design and construction materials: EXAMPLES. Stands that used natural, locally sourced or recycled materials, and embodied local culture; thoughtful use of technology; materials that were sourced from within the community; can be reused or are recyclable.
- Waste reduction: EXAMPLES. Refillable metal water bottles and QR codes (instead of plastic bottles and printed leaflets); recycled products; promotional giveaways that were made in Uganda; locally sourced materials that can be (re-)used in multiple ways.
- General impressions of the stand: EXAMPLES. At stands that scored well, welcoming and knowledgeable staff wore traditional dress or branded uniforms, and gave a good sense of the destination or activity they were promoting.
- Sustainable product offer. EXAMPLES. Development of new activities that have a strong social or positive conservation impact; community-based tourism (developed by and for the community) and low carbon footprint activities were of particular interest; stands that run environmental initiatives such as the planting of indigenous trees.
How decisions were reached
With the Uganda Tourism Board, Enabel and CBI, the judges identified a set of criteria. The judges then toured all stands at the expo to nominate and assess eye-catching stands that they believed demonstrated the stand owner’s commitment to sustainability. The judges then deliberated to agree a shortlist and winners.
Judges for the Sustainable Tourism Awards 2025
- Assoc. Prof Jim Ayorekire – Makerere University, Department of Tourism
- Dorcas Namajja – Uganda Tourism Board (UTB)
- Lucie Carlier – Project Manager, Enabel
- Caroline Gwiina – Quality Assurance Manager, Uganda Hotel and Tourism Training Institute
- Grace Stead – General Manager, Fair Trade Tourism (FTT)
- Charlotte Beauvoisin – Diary of a Muzungu & CBI Netherlands (Trainer in Sustainable Tourism & Digital Marketing)
The judges agreed to make five awards in 2025:
- Best Sustainable Stand – Tour Operators
- Best Sustainable Stand – Accommodation
- Best Sustainable Stand – Experiences
- Best Sustainable Stand – Community Groups
- Best Sustainable Stand – Innovation
Awards and winners
Uganda’s Best Sustainable Tourism Stands 2025
On the last day of POATE 2025 – Friday 23 May – the Sunset Restaurant at Speke Resort Munyonyo was the setting for a lively celebration of tourism, with live music and traditional dance pulsating through the air. Nominees were clearly thrilled to be invited – and proud to receive their certificates.
The winners of the Best Sustainable Stands at the Pearl of Africa Tourism Expo 2025 are:
Best Sustainable Stand – Tour Operators
- Winner – Africa Runners Company, Kampala
- Special mention – Loremi Tours, Gulu
Best Sustainable Stand – Accommodation
- Winner – Mucha Riverside Lodge, Kisoro
- Special mention – Fairway Boutique Hotel, Kampala
- Special mention – Fontis Residences Hotel, Kampala
Best Sustainable Stand – Experiences
- Winner – Kara-tunga Tours, Karamoja, northeastern Uganda
- Special mention – Mpanga Nature Center
- Special mention – Bruno Pottery Studio (Bruno is a lecturer at Makerere University)
Best Sustainable Stand – Community Groups
- Winner – Boomu Women’s Group, Murchison Falls National Park
- Special mention – Bwindi Mgahinga Conservation Trust
- Special mention – Ankole Heritage and Cultural Tourism Association Mbarara
- Special mention – Ride 4 A Woman, Buhoma, Bwindi Impenetrable National Park
Best Sustainable Stand – Innovation
- Winner – Makao Kwetu on a “mission is to create eco-friendly spaces that inspire and empower communities”
- Special mention – Rwenzori Founders near Kasese
Recognising Fair Trade Tourism certification in Uganda
The Expo also celebrated “FTT-engaged” members of the Fair Trade Tourism certification in Uganda:
- The Acholi Experience and The Acholi Homestay (Loremi Tours), Gulu
- Turaco Treetops Kibale Forest
- Adrift River Club and Wildwaters Lodge, Jinja | Lemala Group
- Also recognised were Manya Africa Tours and Native Africa Tours, members of the Exclusive Sustainable Tour Operators Association (ESTOA) who are early adopters of Travelife, a global certification scheme for tourism sustainability.
Why Fair Trade Tourism certification matters
- Empowers communities: Ensures tourism income benefits local people and encourages development.
- Promotes ethics: Supports respect for culture, traditions and nature.
- Builds trust: Attracts conscious travellers looking for responsible tourism.
- Drives sustainability: Protects Uganda’s ecosystems and biodiversity.
- Gives market advantage: Differentiates certified businesses on global platforms.
- Develops skills: Training improves quality of service.
- Backs conservation: Encourages investment in conservation initiatives.
There was significant interest in more businesses becoming Fair Trade Tourism certified and we hope to celebrate these achievements at the 2026 edition of the Pearl of Africa Tourism Expo.
Fair Trade Tourism certification in Uganda is essential for promoting a more ethical, sustainable, and community-focused tourism sector. It helps ensure that tourism contributes positively to local economies and the environment, which is crucial for the sector’s future viability and growth.
In the words of the judges
- Lucie Carlier (Enabel): The award event was clearly a highlight of the Pearl of Africa Tourism Expo! The Sustainable Tourism Awards at POATE play a crucial role in promoting responsible and sustainable practices within the tourism sector. The awards highlight and recognise organisations and businesses that are leading in sustainable tourism practices. This not only serves to motivate others in the industry to adopt similar practices but also sets benchmarks for what is considered exemplary in sustainability.
- Grace Stead (Fair Trade Tourism): Well done to all the participants! It was good to see how some of the stands were innovative in use of items that were available to them without additional costs, creating visual impact and engaging with visitors. For example, Africa Runners (tour operator winner) was not only handing out trees, but following up to check where they were planted, which is commendable. Kara-Tunga (experience winner) created an experience which pulled people into their stand and shared their product in a very practical manner.
- Caroline Gwiina (UHTTI): The awards are an excellent way for us to increase awareness on the importance of sustainability across the entire tourism value chain. Recognising smaller and lesser known companies is particularly empowering for them because it clearly communicates that sustainability can be practised right where you are. I congratulate all the winners and look forward to seeing more surprising participants emerging next year.
- Dr Jim Ayorekire (Makerere University): Sustainability is no longer an option but a necessity as Uganda strives to position itself as a competitive destination. The POATE awards are a welcome step in this direction, given that they empower tourism stakeholders to understand and implement environmentally and culturally responsible practices. By incorporating sustainability into POATE, award-winners will encourage more enterprises to adopt and promote eco-friendly practices, respect local cultures, and conserve natural resources.
- Richard Okut (CBI): The Sustainability Awards at POATE are fast becoming a powerful catalyst and motivation for change in Uganda’s tourism sector. As a technical advisor and Chair for the Awards, I witnessed the creativity, innovation, and commitment to transform towards responsible tourism. Elements of conservation, culture and intangible heritage are becoming visible components of the POATE. Through simple, low-cost innovations or deeper engagement with environmental and cultural stewardship, these awards not only celebrate the winners but also send a clear message: sustainability is not a luxury, it’s a necessity, and it can start anywhere.
- Charlotte Beauvoisin (Diary of a Muzungu and CBI): There is a growing business case for sustainable tourism. Mastering a niche – such as adventure tourism or birdwatching – can make a business stand out, attract high-value clients, and price accordingly. Now’s the time to start thinking about how to make your 2026 stand – and your business as a whole – more sustainable.”
Looking ahead
UTB will continue its focus on sustainability by integrating these awards into future expos, encouraging tourism stakeholders to adopt sustainable practices. The board’s goal is to position Uganda among the top sustainable tourism destinations in Africa, ensuring that tourism development benefits both the environment and local communities.
Bradford Ochieng, Deputy CEO, Uganda Tourism Board.
As Enabel’s Lucie Carlier summed up: “We are convinced that sustainable tourism is the future of the sector in Uganda because it balances economic development with environmental preservation and community empowerment, ensuring that tourism benefits are long-lasting and inclusive for both the local population and visitors.”
Uganda has all the ingredients to become one of Africa’s leading sustainable tourism destinations — and these awards are just the beginning!
