The East African Community (EAC) has taken a significant step toward positioning the region as a premier global tourist destination.
EACC has launched the ‘Visit East Africa: Feel the Vibe’ tourism brand at the prestigious International Tourism Bourse (ITB) in Berlin.
The new brand seeks to market East Africa as a seamless,
multi-country tourism experience, showcasing the region’s diverse
attractions—from vast wildlife-rich savannahs and pristine beaches to vibrant cultural
heritage sites.
The launch, attended by hundreds of global tourism stakeholders, was hailed as a milestone in regional cooperation and a blueprint for sustainable tourism development.
Speaking at the event, John Ololtuaa, Chair of the EAC 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 East African nations.
He described the initiative as a model of “co-opetition”, where partner states collaborate while maintaining their distinct tourism identities.
“Our region offers similar experiences, but by working together, we can attract more visitors, enhance service quality, and maximize our collective potential,” Ololtuaa stated.
“This brand will unify our marketing efforts and ensure East
Africa stands out as a top-tier tourism destination.”
The EAC’s move comes at a time when the global tourism sector is increasingly valuing multi-destination experiences.
With improved infrastructure, simplified visa policies, and coordinated promotional efforts, East Africa is well-positioned to capture a larger share of the international travel market.
A key aspect of the initiative is the introduction of a Common Classification Criteria for accommodation, restaurants, and conference facilities.
This framework will ensure high and consistent service standards across the region, offering visitors a seamless and reliable experience whether they are in Nairobi, Zanzibar, or Kigali.
Simon Kiarie, Head of the EAC Secretariat’s Tourism and Wildlife Department, highlighted the region’s commitment to sustainability and skill development.
He announced the launch of an online capacity-building platform aimed at equipping tourism practitioners with expertise in sustainable tourism practices.
“Our goal is to make East Africa not only a top destination but also a leader in responsible tourism,” Kiarie noted.
“This platform will help our service providers adapt to evolving global trends and deliver world-class experiences.”
The unveiling of ‘Visit East Africa: Feel the Vibe’ has received strong international backing.
Marc Stalmans, the EU’s Head of Cooperation for Tanzania and the EAC, reaffirmed the European Union’s commitment to supporting the region’s tourism sector through the EU LIFTED project.
Similarly, Germany’s Federal Ministry for Economic Cooperation and Development (BMZ) has played a key role in developing and promoting the new brand.
Private sector leaders have also welcomed the initiative.
Christoph Kannengießer, CEO of the German-African Business Association, noted that tourism often serves as a catalyst for investment, with many visitors returning to establish business ventures in the region.
The EAC tourism sector has already witnessed a strong post-pandemic recovery, with international tourist arrivals reaching 8.5 million in 2024, surpassing the pre-COVID figure of 7.7 million in 2019.
With the ‘Visit East Africa: Feel the Vibe’ campaign now in full swing, the region aims to attract over 11 million tourists by 2027.
The launch event also featured discussions on sustainability and regional cooperation, attended by high-ranking government officials, tourism board representatives, and industry leaders.
The EAC will continue organizing Regional Tourism Expos to promote the brand and strengthen partnerships.
As East Africa embarks on this exciting journey, the world is invited to experience its breathtaking landscapes, rich cultures, and warm hospitality—truly, to ‘Feel the Vibe.’
