EAC showcases East Africa as one market at ITB Berlin 2025

• The 8-member bloc will showcase its diverse attractions under the brand “Visit East Africa: Feel the Vibe” during the March 4-6 trade fair in Berlin, Germany.
• EAC aims to attract international tourists and investors by highlighting the region’s rich cultural heritage, natural beauty, and unique attractions.
• The EAC stand at ITB will also provide an opportunity to member countries to showcase their offerings and further penetrate the international market.

Stakeholders in East Africa’s tourism industry have joined forces to make the East African Community (EAC) the word’s next travel and hospitality hotspot during the March 4th-6th, 2025, International Tourism Bourse (ITB) in Berlin, Germany.

In a statement released on Wednesday, the EAC said it will, for the first time, participate in the global expo as a single entity in the world’s largest tourism trade fair.

According to the EAC Secretary General Veronica Nduva, the bloc will showcase its diverse attractions under the brand “Visit East Africa: Feel the Vibe.”

“This is part of the EAC’s efforts to position the region as a leading global tourism destination. The bloc aims to attract international tourists and investors by highlighting the region’s rich cultural heritage, natural beauty, and unique attractions,” Nduva explained.

Currently, the eight-member EAC offers a wide range of experiences for travelers. For instance, it is home to some of the most iconic wildlife, including the traditional Big Five, with the highest population of lions in the world.

Key tourism offerings in the EAC

Mount Kilimanjaro, the highest peak in Africa, continues to draw adventurers from around the world, while the Great Migration, a natural wonder shared between Kenya and Tanzania, remains a major highlight for holidaymakers from across the world.

Additionally, the EAC’s vibrant cities, hospitable people, and diverse ethnic communities further enhance its appeal as a must-visit destination.

According to the EAC, a joint ticket participation at ITB Berlin will also serve as a platform to promote East Africa’s multi-destination tourism offerings and cross-border experiences. “International visitors have an opportunity to explore the seamless travel possibilities across the region, with its breathtaking natural landscapes, pristine beaches along the Indian Ocean, and rich cultural traditions. The EAC aims to demonstrate the region’s potential to provide an unforgettable travel experience for tourists from around the world,” the statement adds.

Moreover, the EAC stand at ITB will provide an opportunity to member countries to showcase their offerings and further penetrate the international market to grow their domestic tourism industries.

In addition to showcasing East Africa’s unique attractions, ITB trade fair will give birth to valuable opportunities for investors, government agencies and other industry stakeholders to establish strategic business partnerships. Exhibitors drawn from EAC member countries will have a chance to engage with buyers from the lucrative international markets, further enhancing their relationships with global travel trade partners.

Sustainable tourism practices

The EAC will also convene a platform to deliberate on sustainable tourism trends and joint tourism marketing efforts as it launches the Visit East Africa: Feel the Vibe” brand.

At the moment, the tourism industry remains a critical contributor to the growth of EAC economy. The sector is a primary earner of foreign exchange and is equally a key driver of new job opportunities across the hospitality industry and in the complimentary business segments.

By presenting itself as a unified bloc at ITB Berlin, the EAC is poised to enhance its international tourist numbers while fostering sustainable tourism practices.

“We are delighted to note that the EAC has fully recovered from the impacts of COVID-19 in terms of tourism numbers, with the region having recorded approximately 8.5 million international tourist arrivals in 2024, compared to pre-COVID levels of 7.7 million arrivals in 2019,” Nduva stated.

She further noted that through the promotion of the “Visit East Africa: Feel the Vibe” tourism brand, as well as the national tourism brands, the EAC will reach over 11 million tourist arrivals by the end of 2027.

The EAC invites tourists and industry stakeholders to experience the region’s breathtaking beauty and rich cultural heritage. From the towering peaks of its majestic mountains to the awe-inspiring Great Migration and the warmth of its people, East Africa promises an unforgettable journey for every traveler.

Ahead of the upcoming event, Fred Odek Odhiambo, Chairman of the East Africa Tourism Platform, underscored the significance of EAC’s participation, calling it a landmark step in positioning East Africa’s tourism sector on the global map.

Visit East Africa: Feel the Vibe

“Under the theme ‘Visit East Africa: Feel the Vibe,’ we are not only showcasing the region’s stunning landscapes and diverse cultures but also promoting East Africa as a seamless, multi-destination experience,” he said.

Mr. Odhiambo further emphasized the opportunity for the world to explore East Africa in its full vibrancy. “We look forward to forging strategic partnerships that will drive sustainable tourism growth and investment across the region,” he added.

The “Visit East Africa: Feel the Vibe” campaign, including participation at ITB Berlin, is backed by the European Union through the LIFTED project. The initiative—Leveraging Integration Frameworks for Trade in Services and Civil Society in the EAC—is co-financed by the EU and Germany’s Federal Ministry for Economic Cooperation and Development (BMZ).

LIFTED aims to enhance regional, continental, and bilateral trade in services while strengthening civil society engagement within the framework of the African Continental Free Trade Area (AfCFTA). The project is implemented by the Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) in liaison with the EAC Secretariat.

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