The East African Community (EAC) is set to make history at the International Tourism Bourse (ITB) Berlin 2025, marking its first participation as a unified entity with its own stand. From March 4–6, 2025, the regional bloc will present East Africa as a single tourism destination under the brand “Visit East Africa: Feel the Vibe.”
EAC Secretary General Veronica Nduva has emphasized the significance of this move, stating that it is a strategic effort to position East Africa as a leading global tourism hub. The initiative aims to attract international tourists and investors by showcasing the region’s breathtaking landscapes, rich cultural heritage, and unique experiences.
East Africa is home to some of the world’s most iconic attractions, including the Big Five wildlife species, Mount Kilimanjaro—Africa’s tallest peak, and the Great Migration in the Serengeti-Maasai Mara ecosystem. The region’s picturesque beaches along the Indian Ocean, its diverse ethnic communities, and vibrant cities further enhance its appeal.
The EAC’s presence at ITB Berlin is expected to drive interest in multi-destination tourism, encouraging seamless cross-border travel within the region. With improved infrastructure and harmonized tourism policies among member states, international visitors can experience diverse landscapes and cultures with ease.
Furthermore, this platform will allow lesser-known destinations within the EAC to gain international exposure, enabling them to penetrate the global tourism market. The event will also facilitate business partnerships, linking East African exhibitors with key players in the global travel industry.
Sustainable tourism will be a key focus at ITB Berlin 2025. The EAC aims to promote responsible tourism practices that align with environmental conservation and community empowerment. A dedicated forum at the event will explore trends in sustainable tourism and joint marketing strategies under the “Visit East Africa” brand.
Tourism remains a major economic driver in East Africa, contributing significantly to foreign exchange earnings and employment. The region has fully recovered from the impact of COVID-19, with 8.5 million international tourist arrivals recorded in 2024, surpassing pre-pandemic levels of 7.7 million in 2019. The EAC now targets 11 million arrivals by 2027.
Fred Odek Odhiambo, Chairman of the East Africa Tourism Platform, hailed this milestone as a pivotal moment for the region. “This is an opportunity for the world to experience East Africa’s full vibrancy,” he said, emphasizing the importance of strategic partnerships to drive sustainable tourism growth.
The EAC’s participation at ITB Berlin is backed by the European Union through the LIFTED project, implemented in collaboration with GIZ and the EAC Secretariat. This initiative aims to enhance trade in services and boost people-centered regional integration.
