The East African Community (EAC) plans to market the region as a single tourism destination of choice during the March 4th to 6th International Tourism Bourse in Berlin, Germany.

In a statement on Wednesday, the eight-member bloc noted that by marketing the region as a single tourism destination, the region will demonstrate a diverse range of attractions under the brand "Visit East Africa: Feel the Vibe."

EAC Secretary-General Veronica Nduva, cited the region's potential stating, "The region's vibrant cities, hospitable people, and diverse ethnic communities further enhance its appeal as a must-visit destination."

The EAC is an eight-member bloc comprising of new members the Democratic Republic of Congo and Somalia as well as Rwanda, Burundi, Kenya, South Sudan, Tanzania, and Uganda.

According to Nduva, the EAC offers holidaymakers a wide range of experiences, "including the most iconic wildlife with the highest population of lions in the world, and Mount Kilimanjaro, the highest peak in Africa."

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 statement added.

Across the region, the tourism industry is a vital cog to all the economies, earning foreign exchange and opening opportunities for jobs. 

EAC notes that by presenting itself as a unified bloc at ITB Berlin, countries in the region will increase international tourist arrivals and encourage sustainable tourism practices. 

“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 levels of 7.7 million arrivals in 2019,” Nduva stated.

She added that under "Visit East Africa: Feel the Vibe" marketing platform coupled with individual country tourism brands, the EAC has the potential to attract over 11 million tourist arrivals by December 2027.

Speaking on the Berlin expo, the Chairman of the East Africa Tourism Platform, Mr. Fred Odek Odhiambo, described the unified approach as a historic milestone that is poised to elevate East Africa’s tourism industry internationally.

“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, multi-destination experience,” he stated.

Mr. Odhiambo noted that this is a critical point for the world to better discover East Africa's offering. “We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region,” he added.

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