Kara-Tunga Tours, a social enterprise championing cultural preservation and sustainable tourism in Uganda’s Karamoja region, was named the “Most Sustainable Stand – Tourism Experience” at the 2025 Pearl of Africa Tourism Expo (POATE).
The award, presented by the Ministry of Tourism, Wildlife, and Antiquities in partnership with CBI and Enabel, underscores the growing global demand for ethical travel and highlights Karamoja as an emerging destination for authentic cultural experiences.
The Pearl of Africa Tourism Expo (POATE), held annually in Kampala, is Uganda’s premier tourism event, bringing together stakeholders to promote sustainable practices and showcase the country’s diverse attractions.
This year’s expo, which concluded on May 23rd, 2025, celebrated innovation in tourism under the theme of sustainability, a focus that resonates with global trends. According to a 2024 Booking.com Sustainable Travel Report, 83% of travelers worldwide consider sustainable travel important, though many face challenges in making eco-conscious choices.
Kara-Tunga Tours stood out at POATE 2025 for its commitment to community-driven tourism in Karamoja, a rugged and culturally rich region in northeastern Uganda. The company, recognized previously by the Government of Uganda for its promotion of community tourism, offers adventure and cultural tours that immerse visitors in the traditions of the Karamojong people while supporting local livelihoods and biodiversity conservation.
Their stand at the expo, adorned with traditional Karamojong crafts and vibrant displays, drew significant attention, as captured in some images shared on X.
One striking moment from the event was the appearance of a representative wearing a “2nd Runner Miss Tourism” sash, symbolizing Karamoja’s growing prominence in Uganda’s tourism sector. The individual, dressed in traditional attire with intricate beadwork and a colorful headpiece, embodied the region’s cultural heritage.
Other images showed groups of attendees, some in traditional dress, toasting to the victory and proudly holding the award certificate, which was co-signed by the Ministry of Tourism and Enabel representatives.
“Kara-Tunga’s win is a testament to the power of tourism to preserve culture and uplift communities,” said a spokesperson from the Uganda Tourism Board, which organizes Pearl of Africa Tourism Expo. “Their work in Karamoja aligns with our vision to promote sustainable tourism that benefits both travelers and locals.”
Kara-Tunga’s efforts extend beyond tourism. According to their website, the social enterprise collaborates with local communities on cultural heritage projects and supports biodiversity initiatives, ensuring that tourism revenue directly improves livelihoods in Karamoja. This model has earned them accolades, including recognition at the World Tourism Day Celebrations and eligibility for the ATTA annual Tour Operator Scholarship, which honors innovative entrepreneurs in ethical tourism.
The award came at a pivotal moment for Uganda’s tourism industry. With events like the upcoming Tour of Karamoja 2025; a cycling adventure from October 25th to November 4th, 2025. Kara-Tunga is positioning the region as a must-visit destination for adventure seekers and cultural enthusiasts. The tour, which promotes education through community engagement, is expected to draw international attention to Karamoja’s untamed landscapes and rich traditions.
However, the global tourism industry still faces challenges in fully embracing sustainability. The Booking.com report noted that while 45% of travelers value sustainable options, it is often not a primary consideration when booking. Additionally, 40% believe governments should play a larger role in educating the public about the impacts of tourism. For companies like Kara-Tunga, such awards at
The Pearl of Africa Tourism Expo not only validate their efforts but also inspire broader industry collaboration to make sustainable travel more accessible.
“We’re honored to receive this recognition at POATE 2025,” said a representative from Kara-Tunga Tours. “Our mission has always been to showcase the beauty of Karamoja while ensuring that tourism benefits the people who call this region home. This award motivates us to keep pushing for sustainability and cultural preservation.”
As Uganda continues to position itself as the “Pearl of Africa” on the global stage, Kara-Tunga Tours’ success at the Pearl of Africa Tourism Expo 2025 highlights the potential of community-driven tourism to drive change. With the world watching, Karamoja is ready to welcome travelers seeking meaningful, sustainable experiences, one cultural encounter at a time.
For those inspired to explore, Kara-Tunga’s upcoming events, including the Tour of Karamoja, promise an adventure that’s as impactful as it is unforgettable.
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