Hundreds of tourism stakeholders attending the International Tourism Bourse (ITB) Berlin witnessed the unveiling of the “Visit East Africa – Feel the Vibe” brand, an initiative aimed at collectively promoting the East African Community (EAC) as a single tourist destination. This move is expected to enhance the region’s appeal, boost international arrivals, and encourage sustainable tourism practices across the member states.
The launch was met with enthusiasm from stakeholders who recognized it as a game-changing strategy to position East Africa as a premier tourism hub. By adopting a unified brand, the EAC seeks to capitalize on the region’s diverse offerings, from wildlife safaris to cultural heritage and pristine beaches, under a single marketing umbrella. This collective approach is expected to drive higher visitor numbers while fostering regional cooperation in the tourism sector.
During the event, Hon. John Ololtuaa, Chair of the Sectoral Council on Tourism and Wildlife Management and Principal Secretary of Kenya’s State Department for Tourism, emphasized the importance of balancing competition and collaboration among EAC Partner States. He noted that while the region offers similar tourism experiences, adopting a model of “co-opetition”—a combination of cooperation and competition—would help maximize the region’s collective tourism potential. By working together, EAC countries can offer seamless multi-destination travel experiences that attract more global tourists.
In his address, Hon. Ololtuaa also highlighted the EAC’s efforts in standardizing tourism services across the region. The introduction of a Common Classification Criteria for tourism accommodation, restaurants, and conference facilities ensures a consistent level of service and quality across all member states. This move is expected to enhance visitor confidence and elevate East Africa’s competitiveness on the global tourism stage.
Representing the EAC Secretariat, Simon Kiarie, Head of the Tourism and Wildlife Department, reaffirmed the Secretariat’s commitment to strengthening the tourism industry. He introduced an online capacity-building platform designed to upskill tourism practitioners and service providers across the region. The platform covers various topics, including sustainable tourism practices in product development, equipping industry professionals with the necessary skills to adapt to evolving global trends.
As part of the broader strategy to position East Africa as a unified tourism destination, the EAC has been organizing Regional Tourism Expos on a rotational basis among partner states. These expos serve as platforms for service providers, buyers, and the media to engage and showcase the region’s diverse tourism products. Additionally, the EAC is developing a promotional video under the “Visit East Africa: Feel the Vibe” brand, which will be distributed digitally to enhance the region’s visibility and global appeal.
Marc Stalmans, the EU Head of Cooperation for Tanzania and the EAC, expressed the European Union’s support for this transformative vision through the EU LIFTED project. He emphasized that leveraging European expertise in attracting international tourists, combined with the deep local knowledge of East African operators, would help develop tourism products that meet global standards while preserving the region’s cultural heritage and natural ecosystems.
Germany, which initially supported the development of the brand, continues to back its promotion through #TeamEurope. Julia Hannig, Head of Division East Africa at the German Federal Ministry for Economic Cooperation and Development, underscored the significance of a unified regional tourism brand. She noted that such an approach makes it easier for global travelers and investors to recognize East Africa as a top-tier travel destination. Furthermore, the brand reinforces the EAC’s commitment to sustainable tourism by balancing economic growth with environmental and cultural conservation.
Private sector representatives also acknowledged the potential benefits of the initiative. Christoph Kannengießer, CEO of the German-African Business Association, highlighted the role of tourism in attracting foreign investment. He pointed out that many tourists return to invest in a country after visiting, making tourism a catalyst for broader economic development. Additionally, he stressed that stronger private sector collaboration between Germany and East Africa in tourism and other industries would be mutually beneficial.
The launch event also featured discussions on sustainability, with participants exploring ways in which the “Visit East Africa: Feel the Vibe” brand can integrate environmentally and socially responsible tourism practices. The event was attended by high-ranking officials, including deputy ministers from Tanzania and Somalia, ambassadors from Rwanda and Kenya to Germany, tourism board leaders, EU-based tour operators, and international tourism journalists.
Under this new brand, East Africa is not only showcasing its breathtaking landscapes and vibrant cultures but also reinforcing its appeal as a seamless multi-destination experience. With approximately 8.5 million international tourist arrivals recorded in 2024—an increase from 7.7 million in 2019—the EAC is optimistic that by promoting the “Visit East Africa: Feel the Vibe” brand, the region can surpass 11 million tourist arrivals by 2027.
