The East African Community (EAC) has launched “Visit East Africa: Feel the Vibe,” a new regional tourism brand designed to position East Africa as a unified, premier tourist destination.
This initiative aims to significantly increase regional tourism while promoting sustainable practices that safeguard the region’s natural beauty and cultural heritage.
The tourism sector, a critical economic driver for the EAC, experienced a severe downturn following the onset of the COVID-19 pandemic in March 2020, reversing a decade of consistent growth.
However, recovery is underway, with the EAC reporting approximately 8.5 million international tourist arrivals in 2024, surpassing the 7.7 million recorded in 2019. Driven by the “Visit East Africa: Feel the Vibe” brand and complementary national tourism initiatives, the EAC aims to attract over 11 million tourists by the end of 2027.
At the brand launch 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 “co-opetition” among EAC Partner States. He highlighted that while each nation offers unique tourism experiences, a balance of healthy competition and collaboration is crucial for maximizing the region’s collective tourism potential.
To ensure a consistent, high-quality visitor experience, the EAC has established Common Classification Criteria for tourism accommodations, restaurants, and conference facilities, along with minimum standards for service providers. These measures aim to enhance the region’s appeal and solidify its position as a leading tourism hub.
Mr. Simon Kiarie, representing the EAC Secretary General and Head of the EAC Secretariat’s Tourism and Wildlife Department, reiterated the Secretariat’s commitment to strengthening the sector. He announced the launch of an online capacity-building platform to enhance the skills of tourism professionals and service providers across the region, focusing on sustainable tourism practices and responsiveness to global trends.
To further promote East Africa as a cohesive tourism destination, the EAC is organizing rotating Regional Tourism Expos and producing a promotional video, “Visit East Africa: Feel the Vibe,” for digital distribution.
Julia Hannig, Head of Division East Africa at the German Federal Ministry for Economic Cooperation and Development (BMZ), highlighted that the unified brand enhances the region’s competitive advantage and attracts global travelers and investors. She noted Germany’s support for the brand’s development and its ongoing promotion under the #TeamEurope initiative, emphasizing the EAC’s commitment to sustainable tourism.
East African Countries and Tourism Industry Context
The EAC, comprising seven partner states (Tanzania, Burundi, Kenya, the Democratic Republic of the Congo, Rwanda, Uganda, and South Sudan), represents a market of approximately 283.7 million people and a combined GDP of US$ 305.3 billion. Tourism is a vital sector, contributing approximately 17% of export earnings and 10% of the region’s GDP, while supporting about 7% of employment.
While Kenya and Tanzania have established tourism markets, and Rwanda and Uganda are rapidly developing their offerings, Burundi, South Sudan, and the Democratic Republic of the Congo are in the early stages of tourism development due to prolonged political instability.
The EAC’s Treaty mandates a coordinated approach to tourism promotion, including:
- Coordinating tourism policies and establishing a framework for equitable benefit distribution.
- Establishing a common code of conduct for tour operators, standardizing hotel classifications, and harmonizing professional standards.
- Developing a regional tourism promotion strategy.
Significant progress has been made in developing common classification standards, joint tourism promotion, and combating wildlife poaching. A Draft Protocol on Tourism and Wildlife Management, adopted in November 2021, further strengthens collaboration.
Sector Challenges
The tourism and wildlife sector faces challenges, including:
- Inadequate infrastructure.
- Negative travel advisories.
- Stiff competition.
- Limited financial and human resources.
- Lack of harmonized policies.
- Limited participation in international tourism fairs.
- Lack of common implementation of treaties.
- Poaching and habitat loss.
- Inadequate research and development.
- High susceptibility to disasters and pandemics.
Sector Opportunities
The region offers significant investment opportunities across the tourism value chain, including accommodation, attractions, tour operations, and travel agencies, with various investment incentives offered by Partner States.
Marc Stalmans, the EU Head of Cooperation for Tanzania and the EAC, affirmed the European Union’s commitment to supporting the EAC’s vision through the EU LIFTED project, emphasizing the potential for creating exceptional tourism products that blend global demand with local traditions and ecosystems.
The “Visit East Africa: Feel the Vibe” initiative extends beyond branding, addressing sustainability and promoting a seamless, multi-destination experience. The EAC’s efforts include Regional Tourism Expos and a promotional video to enhance global visibility.
