The East African Community has unveiled a unifying tourism brand at the ITB Berlin. The ITB Berlin started on March 4-6 with the theme of 2025 being “The Power of Transition Lives here”.
Through attracts as many revealers, and here the EAC for the first time, participate as a unified tourism bloc under the theme “Visit East Africa: Feel the Vibe”, where the region highlighted its diverse tourism potentials especially attractions.
The EAC showcased much of the region’s multi-destination tourism opportunities including wildlife, adventure, culture and coastal tourism.
This landmark ITB Berlin participation aims to elevate East Africa’s global tourism profile, attracting international visitors and investors by highlighting its diverse attractions.
EAC Secretary General Veronica Nduva said this initiative is part of a broader effort to attract international tourists and investors by showcasing the region’s natural beauty, cultural heritage and world-class attractions.
Tourism is a major economic driver for the EAC, contributing significantly to foreign exchange earnings and employment.
The region recorded 8.5 million international tourist arrivals in 2024 – surpassing the pre-pandemic 7.7 million in 2019. Through the “Visit East Africa” campaign, the EAC is aiming to reach 11 million arrivals by 2027.
The European Union, through the LIFTED project, is supporting this initiative to promote sustainable tourism, enhance trade and strengthen economic ties between East Africa and Europe.
East Africa Tourism Platform Chairman Fred Odek Odhiambo described this participation as an historic milestone in elevating the region’s tourism sector globally.
“We are not only showcasing East Africa’s beauty and cultural richness but also reinforcing its appeal as a seamless, multi-destination experience,” he said.
ITB Berlin will serve as a platform to promote multi-destination travel within the EAC, highlighting seamless cross-border experiences and undiscovered gems. Businesses will also have the opportunity to forge partnerships with international buyers, driving sustainable tourism growth.
“We are positioning East Africa as a premier global destination,” stated Hon. Nduva, noting the region’s strong recovery from the COVID-19 pandemic, with 8.5 million international tourist arrivals in 2024, surpassing pre-pandemic levels. The EAC aims to reach over 11 million arrivals by 2027 through strategic branding and promotion.
In a bid to position East Africa as a unified tourism destination, the EAC has been organizing Regional Tourism Expos, rotating among Partner States. These expos aim at bringing together service providers, buyers, and media to showcase the region’s diverse offerings.
Additionally, the Community is developing a “Visit East Africa: Feel the Vibe” promotional video, which will be distributed digitally to enhance the region’s visibility and global appeal.
The platform ensures our industry professionals remain competitive and adapt to the changing global trends and costumer needs.
