The East Africa Community (EAC) will be participating for the first time as an entity with a unique position in the International Tourism Bureau (ITB), the world's largest tourism fair, from March 4th to 6th, 2025.
Hon, Executive Director of EAC. Veronica Nduva said, “This is part of the EAC's efforts to position the region as a global tourist destination.” The block aims to attract international tourists and investors by highlighting the region's rich cultural heritage, natural beauty and unique attractions. ”
The area offers travelers a wide range of experiences. It is some of the most iconic wildlife, including the traditional Big Five, with the world's highest lion population. Mount Kilimanjaro, the highest peak in Africa, continues to attract adventurers from all over the world, but the large migration, a natural wonder shared between Kenya and Tanzania, remains a major highlight for visitors. The area's vibrant cities, kind people and diverse ethnic communities further enhance its appeal as a must-see destination.
Participation in ITB Berlin also serves as a platform to promote East Africa's multi-destination tourism offering and cross-border experiences. International visitors will have the opportunity to explore the possibilities of seamless travel throughout the region, featuring breathtaking natural landscapes, pristine beaches along the Indian Ocean and rich cultural heritage. EAC aims to demonstrate the potential of the region to provide an unforgettable travel experience for tourists around the world.
Additionally, ITB's EAC stands provide opportunities to future undiscovered destinations within the region to showcase their offerings and penetrate international markets.
In addition to showcasing unique East African attractions, the fair creates valuable opportunities for business partnerships. Exhibitors in the region will meet with buyers in international markets and strengthen their relationships with global travel trading partners.
The EAC will also convene a platform to deliberate sustainable tourism trends and joint tourism marketing efforts when launching the Visit East Africa: Feel The Vibe brand. Tourism is a key contributor to the region's economy, driving foreign exchange revenues and creating jobs. By demonstrating its status as a unified bloc in ITB Berlin, the EAC is seeking to increase international tourist arrivals and encourage sustainable tourism practices. This approach also aligns with a broad strategy of standardizing services across member countries, ensuring a high-quality experience for all visitors.
“We are pleased to note that the EAC has fully recovered from the impact of Covid-19 in terms of tourism numbers. The region recorded around 8.5 million international tourists in 2024 compared to pre-Covid levels of 7.7 million arrivals in 2019,” Hon. Nduva said. She further stated that through promotions of “visiting East Africa: Feel the atmosphere” tourism brands and national tourism brands, EAC will reach more than 11 million tourists by the end of 2027.
East African communities invite tourists and industry stakeholders to discover the beauty and vibrancy of the region. Whether you explore the majestic mountains, witness a breathtaking, large migration, or immerse yourself in the warmth of East African culture, the area offers something special for all travelers.
Promotion of regional tourism under “East Africa Visit: Atmosphere” including ITB participation is supported by the European Union through a lifted project. Speaking about the brand, the European Ambassador of Tanzania and Christine Grau of EAC highlighted. When EAC launches this brand globally, we are building bridges between East Africa and Europe, empowering communities, preserving ecosystems and promoting sustainable tourism that inspires the world. ”
At upcoming events, Fred Odek Odiambo, chairman of the East Africa Tourism Platform, highlighted the importance of the EAC's existence and described it as a historic milestone in collective efforts to enhance the East African tourism sector at the global stage. “Under the banner of 'Visiting East Africa: Feel the atmosphere', we are not only introducing the region's unparalleled beauty and cultural richness, but also enhancing the charm of East Africa as a seamless, multi-deasting experience,” he said.
Odhiambo further emphasized that this is a pivotal moment when the world discovers East Africa in its utter vibrancy. “We look forward to creating meaningful partnerships that will encourage sustainable tourism growth and investment across the region,” he added.
The “utilizing integrated framework for the trade of services and CSOs at the EAC” was a project jointly financed by the European Union (EU) and the German Ministry of Federal Economic Cooperation and Development (BMZ). It aims to increase further bilateral trade with the EU with the EU in the EAC, the continent, and even people-centered (AFCFTA) framework for EAC integration and civil society engagement. It has been implemented in cooperation with the EAC Secretariat by Deutsche Gesellschaft Für Internationale Zusammenarbeit (GIZ).
