EAC unveils tourism brand video at ITB Berlin

BERLIN: THE East African Community (EAC) stepped onto the global tourism stage at ITB Berlin 2026, unveiling the first promotional video for its regional tourism brand, “Visit East Africa – Feel the Vibe.”

Premiered at the world’s leading travel trade fair in Berlin, the video highlights East Africa’s diverse landscapes, wildlife, cultures and travel experiences, as the region seeks to position itself as a competitive multi-destination tourism hub.

The brand, first introduced during ITB Berlin 2025, brings together eight EAC partner states: Burundi, the Democratic Republic of the Congo, Somalia, Kenya, Rwanda, South Sudan, Uganda and Tanzania, in a coordinated effort to market the region collectively to global travellers.

The initiative is supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) through the LIFTED programme, co-financed by the European Union and Germany’s Federal Ministry for Economic Cooperation and Development.

Tourism remains one of the most important components of international trade in services across East Africa.

The sector contributes roughly 17 per cent of export earnings and about 10 per cent of regional GDP, highlighting its role in economic growth, employment and entrepreneurship.

Speaking during the premiere, Policy Officer at the Representation of the European Commission in Germany, Jane Oispuu described tourism as a catalyst for broader economic activity.

“Tourism acts as a multiplier sector,” she said. “It supports industries ranging from transport and logistics to finance, digital payments and the creative economy. Tourism connects not only people, but markets and investment.”

Europe remains one of East Africa’s most important tourism source markets.

Regional tourism is also showing signs of strong recovery and growth. Visitor numbers across the EAC rose to about 9 million in 2025, up from 8.2 million in 2024, reflecting an estimated 8 per cent increase.

Regional cooperation is increasingly central to the EAC’s tourism strategy as global travel trends shift toward longer, multi-country journeys.

“Traveller’s today are increasingly looking for experiences that go beyond a single destination,” said John Ololtuaa, Kenya’s Principal Secretary for Tourism and Wildlife and chair of the EAC Sectoral Council on Tourism.

“East Africa is uniquely positioned to meet this demand from savannahs and mountains to vibrant cities, coastal islands and rich cultural heritage.”

The regional brand, he said, allows countries to market themselves collectively while highlighting their individual tourism offerings.

Many of East Africa’s most iconic tourism experiences already span national borders.

According to Amani Shipella, Senior Programme Advisor on Wildlife Management at the EAC Secretariat, ecosystems such as the Serengeti–Mara ecosystem, the Kilimanjaro–Amboseli ecosystem and the Virunga Mountains naturally link destinations across the region.

“These shared landscapes create strong opportunities for regional tourism circuits and crossborder travel experiences,” Shipella said.

Tour operators are increasingly translating these connections into marketable travel packages.

Examples include combined wildlife and cultural circuits linking Rwanda, Tanzania and Uganda, as well as coastal and safari itineraries connecting Uganda and Kenya.

Alongside its presence at ITB Berlin 2026, the EAC has intensified digital promotion of the “Visit East Africa – Feel the Vibe” brand.

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A recent regional campaign generated more than nine million social media impressions, featuring over 60 destination reels and cobranded content with national tourism boards.

Targeted advertising on Meta platforms alone reached more than 3.4 million users, particularly in Europe and North America.

The video premiere was hosted at the booth of the Tanzania Tourist Board, bringing together tourism stakeholders from across East Africa alongside international travel buyers and industry representatives attending the fair.

As the region deepens collaboration between governments and the private sector, the EAC is encouraging tour operators, travel agents, investors and global tourism partners to develop and promote multi-destination travel experiences under the “Visit East Africa – Feel the Vibe” brand.

Through stronger regional cooperation, the bloc hopes to further position East Africa as one of the world’s most dynamic and competitive tourism regions.