The East African Community is stepping into the international spotlight with its inaugural unified presence at ITB Berlin 2025.
Under the compelling tagline Visit East Africa: Feel the Vibe, the region is strategically positioning itself as a premier global destination.
Historic Tourism Marketing Milestone
March 4-6, 2025 marks a turning point for East African tourism. For the first time, the EAC will showcase its collective tourism offerings at the world’s most influential travel trade show, presenting a unified brand that transcends individual country marketing efforts.
This strategic move couldn’t come at a better time. East Africa’s tourism sector has demonstrated remarkable resilience, achieving 8.5 million international arrivals in 2024—surpassing pre-pandemic figures and signaling the region’s growing appeal to global travelers.
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Beyond Safari: East Africa’s Diverse Appeal
“We are positioning East Africa as a premier global destination,” declared EAC Secretary General Hon. Veronica Nduva.
The region’s tourism portfolio extends far beyond traditional safari experiences:
- Iconic wildlife opportunities including viewing the Big Five
- Natural wonders like Mount Kilimanjaro and the Source of the River Nile
- The spectacular Great Migration across Kenya and Tanzania
- Rich cultural heritage spanning multiple countries
- Pristine beaches along the Indian Ocean coastline
The EAC’s approach emphasizes cross-border tourism experiences, encouraging visitors to explore multiple countries during a single trip—creating deeper, more diverse experiences for travelers.
Collaborative Tourism Development
This initiative represents the culmination of extensive regional cooperation. Supported by the European Union’s LIFTED project, the unified tourism strategy demonstrates how international partnerships can elevate regional development.
LIFTED, co-financed by the EU and Germany’s Federal Ministry for Economic Cooperation and Development (BMZ) and implemented by GIZ alongside the EAC Secretariat, exemplifies how targeted investment in service sectors can drive economic growth.
Mr. Fred Odek Odhiambo, Chairman of the East Africa Tourism Platform, described the ITB debut as a “historic milestone” that showcases the region’s commitment to presenting a cohesive tourism experience. “This is a pivotal moment for the world to discover East Africa in its full vibrancy,” he emphasized.
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Ambitious Growth Targets
The EAC isn’t simply seeking international visibility—it’s pursuing concrete growth targets. The region aims to attract over 11 million international arrivals by 2027, representing a nearly 30% increase from current levels.
Achieving this goal requires strategic promotion, service standardization across borders, and sustainable tourism practices that preserve the natural and cultural heritage that makes East Africa unique.
For tourism businesses across Kenya, Uganda, Tanzania, Rwanda, Burundi, and South Sudan, the unified presence at ITB Berlin opens doors to valuable connections with international buyers, tour operators, and investors—potentially transforming the regional tourism ecosystem.
As global travelers increasingly seek authentic, diverse experiences, East Africa’s combination of natural wonders, cultural richness, and improving infrastructure positions the region for tourism success far beyond 2025.
