On March 6, 2025, East Africa Community Headquarters, Arusha, Tanzania: Hundreds of tourism stakeholders attending International Tourism Blues (ITB) Berlin witnessed the announcement of the “Vibe” brand. This groundbreaking initiative aims to collectively promote the East African Community (EAC) as a single tourist destination.
Various stakeholders welcomed the move and recognized it as an important step to strengthen local tourism while ensuring sustainable tourism practices.
Chief guest Hon, speaking at the event. John Ororuaa, chairman of the Department Council on Tourism and Wildlife Management and Chief Secretary of the Kenya Tourism Board, stressed the importance of balancing competition and cooperation between EAC partner nations.
He said that while the region offers a similar tourism experience, it is a model for embracing the spirit of “cooperatives” and engaged in sound competition while actively working together, and is key to maximizing the potential for collective tourism in East Africa.
Hon. Ololtuaa also highlighted that the EAC has developed a common classification standard for tourist accommodation, restaurants and conference facilities, as well as a minimum standard for various tourism service providers. These initiatives ensure uniform quality standards across the region, improve the visitors' experience and enhance East Africa's competitiveness as the best tourist hub.
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Source: EAC
