EAC Launches Unified Tourism Initiative to Boost Regional Travel

The East African Community (EAC) has unveiled its ambitious “Visit East Africa: Feel the Vibe” campaign at the 2025 ITB Berlin Expo, the world’s largest travel trade fair. The initiative is designed to position East Africa as a unified tourism destination, promoting the interconnected cultural, natural, and historical attractions of its member states: Kenya, Uganda, Tanzania, Rwanda, Burundi, South Sudan, the Democratic Republic of Congo, and Somalia.

Ololtuaa, the EAC Chair of the Sectoral Council on Tourism and Wildlife Management, highlighted the importance of tourism to the region’s economy and celebrated the success of the East African Community Tourism Regional Strategy. This strategy, which has already facilitated initiatives such as rotational tourism expos, aims to strengthen cooperation and boost tourism among member states.

Kenya hosted the first Regional Expo last year, marking a significant milestone in regional collaboration, and this year’s campaign builds on that momentum. Simon Kiarie, Head of Tourism and Wildlife at the EAC Secretariat, elaborated on the objectives of the new campaign. He explained, “The ‘Visit East Africa: Feel the Vibe’ strategy seeks to brand East Africa as one destination, promoting multi-destination tours and ensuring consistent service standards across the region.”

A significant part of this strategy includes the development of transboundary tourism areas, such as the Mara-Serengeti ecosystem and Kagera-Mugesera, which spans Burundi, Rwanda, and Tanzania. These areas are to be developed into joint tourist destinations, benefiting both local communities and the tourism sector.

Another key element of the campaign is the promotion of a single tourist visa. Kenya, Uganda, and Rwanda have already had a joint tourist visa since 2014, and the EAC is now exploring the possibility of extending this initiative to include other member states. “This would make it easier for tourists to explore multiple countries in the region without the hassle of multiple entry requirements,” Kiarie said.

Duncan Kizza, the founder of Signature African Safaris, pointed out the business advantages of a unified regional approach. He highlighted the benefits of reducing currency fluctuations and standardising services across borders, which would enhance the overall travel experience for tourists.

In 2024, East Africa welcomed over 8.5 million tourists, and with the launch of “Visit East Africa: Feel the Vibe,” the EAC aims to build on this success, promoting regional tourism and creating a seamless travel experience for international visitors.