Published: March 6, 2025, 05:26 (EAT)
Tourism PS John Ololtuaa will announce the “Vibe The Vibe” campaign at the 2025 ITB Berlin Expo. Photos | Vincent Angie | Citizen Digital
East African Community (EAC) has launched its “East Africa: Feel The Vibe” campaign at the 2025 ITB Berlin Expo, the world's largest travel fair.
The initiative seeks to promote East Africa as a unified tourist destination by leveraging diverse yet interconnected products from member states of Kenya, Uganda, Tanzania, Rwanda, Burundi, South Sudan, the Democratic Republic of the Congo and Somalia.
“We are excited to formally launch our 'Visit East Africa: Feel the atmosphere' strategy. While our countries offer something unique, much of what we have is shared across the region, including the Big Five, rich cultural heritage and stunning scenery,” said Tourism Director John Ortuaa.
Olortaa, EAC Chair of the Sector Council on Tourism and Wildlife Management, emphasized that tourism plays an important role in the EAC's economy, noting the success of the East African Community Tourism Regional Strategy, which has already introduced initiatives like the Rotation Tourism Expo.
Kenya held its first regional exposition last year, telling us important steps to promote cooperation between member states.
Simon Kiary, director of tourism and wildlife at the EAC Secretariat, explained in detail the purpose of the campaign.
“The 'Visiting East Africa: Feel the Atmosphere' strategy aims to brand East Africa as a single destination. Kiary said:
A key element of this initiative is the introduction of boundary tourism areas such as the Malaserengeti ecosystem and Kagelam Gesera, spanning Burundi, Rwanda and Tanzania.
These sectors will develop into joint destinations that benefit both tourism and the community.
“Kenya, Uganda and Rwanda have joint tourist visas since 2014. Currently, they are studying the preparation of other member countries to participate in this initiative, making it easier for tourists to explore multiple countries without multiple entry requirements,” Kiary said.
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 “Visiting East Africa: Atmosphere” demonstrates the growth of regional tourism and the EAC's commitment to creating a seamless travel experience for international visitors.
