EAC launches joint tourism initiative to boost regional travel

The East African Community (EAC) launched its ‘Visit East Africa: Feel the Vibe’ campaign at the 2025 ITB Berlin Expo, the world’s largest travel trade fair.

This initiative seeks to promote East Africa as a unified tourism destination by leveraging the diverse yet interconnected offerings of its member states: Kenya, Uganda, Tanzania, Rwanda, Burundi, South Sudan, the Democratic Republic of Congo, and Somalia.

“We are thrilled to officially launch the ‘Visit East Africa: Feel the Vibe’ strategy. Each of our countries offers something unique, but much of what we have is shared across the region—such as the Big Five, rich cultural heritage, and stunning landscapes,” said Tourism Principal Secretary John Ololtuaa.

Ololtuaa, who is the EAC Chair of the Sectoral Council on Tourism and Wildlife Management, emphasized that tourism plays a vital role in the EAC’s economy and noted the success of the East African Community Tourism Regional Strategy, which has already introduced initiatives like rotational tourism expos.

Kenya hosted the first Regional Expo last year, marking a significant step in promoting cooperation among member states.

Simon Kiarie, Head of Tourism and Wildlife at the EAC Secretariat, elaborated on the campaign’s objectives.

“The ‘Visit East Africa: Feel the Vibe’ strategy aims to brand East Africa as one destination. We are promoting multi-destination tours and ensuring consistent service standards across the region,” said Kiarie.

A key element of the initiative is the introduction of transboundary tourism areas like the Mara-Serengeti ecosystem and Kagera-Mugesera, spanning Burundi, Rwanda, and Tanzania.

These areas will be developed into joint destinations that benefit both tourism and local communities.

“Kenya, Uganda, and Rwanda have had a joint tourist Visa since 2014, Now, we’re studying the readiness of other member states to join this initiative, which would make it easier for tourists to explore multiple countries without multiple entry requirements,” noted Kiarie.

Duncan Kizza, founder of Signature African Safaris, highlighted the business benefits of a unified regional approach, such as minimizing currency fluctuations and standardizing services across borders.

With over 8.5 million tourists visiting East Africa in 2024, the launch of ‘Visit East Africa: Feel the Vibe’ signals the EAC’s commitment to growing regional tourism and creating a seamless travel experience for international visitors.