As a leading global tourism destination, under the banner “Visit East Africa: Feel the Vibe,” the EAC will showcase the region’s unparalleled diversity, natural beauty, and cultural richness, positioning East Africa.
“This is a strategic move to position East Africa as a premier tourism destination. By presenting the region as a single, cohesive bloc, they aim to attract international tourists and investors, highlighting our rich cultural heritage, iconic wildlife, and unique attractions.” Veronica Nduva EAC Secretary General said.
For travelers, East Africa is a treasure trove of experiences. It is home to the highest population of lions in the world and the majestic Mount Kilimanjaro, Africa’s tallest peak. While the region’s vibrant cities, warm hospitality, and diverse ethnic communities add to its allure, the Great Migration, a natural spectacle shared between Kenya and Tanzania, continues to captivate visitors.
East Africa offers something for every traveler from pristine beaches along the Indian Ocean to breathtaking landscapes and rich cultural traditions.
Destination tourism.
At ITB Berlin, the EAC’s participation will also promote multi-destination tourism and seamless cross-border travel experiences. From wildlife safaris to cultural immersion, visitors will discover the ease of exploring the region’s interconnected attractions. To penetrate the international market, the event will also shine a spotlight on emerging and undiscovered destinations within the region, providing them with a platform.
The trade fair will serve as a hub for forging valuable business partnerships beyond showcasing East Africa’s attractions. Exhibitors from the region will engage with international buyers, strengthening ties with global travel trade partners and fostering collaboration. To ensure a high-quality visitor experience, the EAC will also host discussions on sustainable tourism trends and joint marketing efforts aligning with its broader strategy of standardizing services across member states.
Recovery of tourism.
Tourism is a cornerstone of East Africa’s economy, driving foreign exchange earnings and creating employment opportunities. From the impacts of COVID-19, the region has made a remarkable recovery recording approximately 8.5 million international tourist arrivals in 2024, surpassing pre-pandemic levels of 7.7 million in 2019.
Nduva expressed confidence in the region’s growth trajectory, stating, “Through the ‘Visit East Africa: Feel the Vibe’ brand and our national tourism campaigns, we aim to attract over 11 million tourist arrivals by the end of 2027.”
At ITB Berlin, the EAC’s participation supported by the European Union through the LIFTED project. “The ‘Visit East Africa: Feel the Vibe’ brand is a bold celebration of the region’s diversity, culture, and natural wonders.” Christine Grau, European Ambassador to Tanzania and the EAC, remarked speaking on the intiatives.
The European Union is proud to support this vision through the LIFTED project, fostering sustainable tourism that empowers communities, preserves ecosystems, and builds bridges between East Africa and Europe.”
Chairman of the East Africa Tourism Platform Fred Odek Odhiambo described the EAC’s presence at ITB Berlin as a historic milestone.
He said that this is a pivotal moment for East Africa. Under the ‘Visit East Africa: Feel the Vibe’ banner, they are not only showc `asing the region’s beauty and cultural richness but also reinforcing its appeal as a seamless, multi-destination experience. They look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region.
The LIFTED project, co-financed by the European Union and the German Federal Ministry for Economic Cooperation and Development (BMZ), aims to enhance trade in services and civil society engagement within the EAC. Implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in collaboration with the EAC Secretariat, the project supports the region’s integration and economic development.
