EAC to promote bloc as unified tourism destination

ARUSHA: THE East African Community (EAC) will, for the first time, participate as a unified entity with its own stand at the International Tourism Bourse (ITB) – Berlin, Germany, the world’s largest tourism trade fair, slated from March 4 to 6, this year.

Representing the region as a single tourism destination, the EAC will showcase its diverse attractions under the brand “Visit East Africa: Feel the Vibe.”

The EAC Secretary General, Ms Veronica Nduva, said, “This is part of the EAC’s efforts to position the region as a leading global tourism destination. The bloc aims to attract international tourists and investors by highlighting the region’s rich cultural heritage, natural beauty and unique attractions.”

The information posted on EAC Secretariat website, touted the wide range of experiences the region offers to travellers, noting that the bloc is home to some of the world’s most iconic wildlife, including the traditional Big Five and boasts the highest population of lions in the world.

Mount Kilimanjaro, Africa’s highest peak, continues to attract adventurers from around the globe, while the Great Migration—a natural wonder shared between Kenya and Tanzania—remains a major highlight for visitors.

East Africa’s vibrant cities, hospitable people and diverse ethnic communities further enhance its appeal as a must-visit destination.

Participation at ITB Berlin will also serve as a platform to promote East Africa’s multi-destination tourism offerings and cross-border experiences.

International visitors will have the chance to explore seamless travel opportunities across the region, with its breathtaking natural landscapes, pristine beaches along the Indian Ocean and rich cultural traditions.

The EAC aims to demonstrate the region’s potential to provide an unforgettable travel experience for tourists from all over the world.

Moreover, the EAC stand at ITB will provide an opportunity for emerging and undiscovered destinations within the region to showcase their offerings and penetrate the international market.

In addition to showcasing East Africa’s unique attractions, the fair will create valuable opportunities for business partnerships.

Exhibitors from the region will meet with buyers from international markets, strengthening relationships with global travel trade partners.

The EAC will also host a platform to discuss sustainable tourism trends and joint marketing efforts as it launches the “Visit East Africa: Feel the Vibe” brand.

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Tourism remains a key contributor to the region’s economy, driving foreign exchange earnings and creating employment.

By presenting itself as a unified bloc at ITB Berlin, the EAC aims to increase international tourist arrivals and encourage sustainable tourism practices.

This approach also aligns with the EAC’s broader strategy of standardising services across member states, ensuring a highquality experience for all visitors.

“We are delighted to note that the EAC has fully recovered from the impacts of Covid-19 in terms of tourism numbers, with the region having recorded approximately 8.5 million international tourist arrivals in 2024, compared to pre-Covid-19 levels of 7.7 million arrivals in 2019,” Ms Nduva said.

She further noted that through the promotion of the “Visit East Africa: Feel the Vibe” tourism brand, along with national tourism brands, the EAC aims to reach over 11 million tourist arrivals by the end of 2027.

The East African Community invites tourists and industry stakeholders to discover the beauty and vibrancy of the region.

Whether exploring the majestic mountains, witnessing the breathtaking Great Migration, or immersing oneself in the warmth of East African culture, the region offers something special for every traveller.

Speaking on the upcoming event, the Chairman of the East Africa Tourism Platform, Mr Fred Odek Odhiambo, noted the importance of the EAC’s presence, calling it a historic milestone in the collective efforts to elevate East Africa’s tourism sector on the global stage.

“Under the banner of ‘Visit East Africa: Feel the Vibe,’ we are not only showcasing the unparalleled beauty and cultural richness of our region, but also reinforcing East Africa’s appeal as a seamless, multidestination experience,” he said.

Mr Odhiambo further said that this is a pivotal moment for the world to discover East Africa in its full vibrancy.

“We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region,” he added.

The promotion of regional tourism under the “Visit East Africa: Feel the Vibe” brand, including participation at ITB, is supported by the European Union via the LIFTED project.

LIFTED (Leveraging Integration Frameworks for Trade in Services and CSOs in the EAC) is a project co-financed by the European Union (EU) and the German Federal Ministry for Economic Cooperation and Development (BMZ).

LIFTED aims to increase EAC, continental, and further bilateral trade with the EU in trade in services and civil society engagement within the framework of the African Continental Free Trade Area (AfCFTA) for people-centered EAC integration.

The project is implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in collaboration with the EAC Secretariat.