The East African Community (EAC) has revitalized its efforts to collectively promote tourism across the region, marking a significant step forward after years of internal competition. Building on initiatives like the 2023 East African Regional Tourism Expo (EARTE) and Kenya’s Magical Kenya Tourism Expo (MKTE), member states have agreed to collaborate closely under the new brand “Visit East Africa – Feel the Vibe”. Launched during a regional expo in Nairobi, this initiative aims to enhance competitiveness, attract more tourists, and boost earnings by presenting the EAC as a unified investment and travel destination hub.
Kenya, Uganda, and Rwanda are spearheading these efforts despite historical rivalries, particularly with Tanzania, known for its renowned safari and beach destinations. The region hopes to capitalize on shared natural wonders like the annual wildebeest migration between the Maasai Mara and Serengeti, recognized globally as one of the Seven Wonders of the Natural World. Tanzania has leveraged Kenya’s higher safari costs to attract international visitors to destinations like the Serengeti, underscoring ongoing competitive dynamics within the EAC.
Despite challenges such as lengthy business procedures, security concerns, and infrastructure limitations, the EAC aims to position itself among Africa’s top tourist destinations. The collective goal is to surpass 14 million international tourist arrivals annually by 2025, doubling the figures from 2019, with Kenya targeting 5.5 million arrivals and $6.3 billion in tourism earnings by 2028.
