The East African Community (EAC) will take part in the world’s largest tourism trade fair, ITB Berlin, from March 4–6, 2025. For the first time, the EAC will have its own stand, promoting the region as one vibrant tourism destination under the brand “Visit East Africa: Feel the Vibe.”
Veronica Nduva, the EAC Secretary General, said the move positions East Africa as a top global tourism spot. The bloc aims to draw tourists and investors by highlighting its rich culture, stunning nature, and unique attractions.
East Africa offers a host of experiences. The region is known for its famous wildlife, including the Big Five and the world’s highest lion population. Adventurers are drawn to Mount Kilimanjaro, Africa’s tallest peak, while the Great Migration across Kenya and Tanzania remains a top draw. Vibrant cities, friendly people, and diverse cultures add to its charm.
At ITB Berlin, the EAC will promote multi-destination tourism and seamless cross-border travel. Visitors will enjoy breathtaking landscapes, pristine beaches along the Indian Ocean, and strong cultural traditions. Emerging destinations in the region will also get a chance to shine.
Business opportunities will grow as exhibitors meet international buyers and build new partnerships. The EAC will also host talks on sustainable tourism trends and joint marketing efforts as it launches its new brand.
Tourism is key to the region’s economy. The EAC recorded about 8.5 million international visitors in 2024, up from 7.7 million in 2019, and expects over 11 million arrivals by the end of 2027.
Fred Odek Odhiambo, Chairman of the East Africa Tourism Platform, called the event a historic step for the region. “Under ‘Visit East Africa: Feel the Vibe’, we show the beauty and culture of our region and offer a seamless travel experience. We look forward to building strong partnerships that drive growth and investment,” he said.
The European Union and the German Federal Ministry for Economic Cooperation and Development back the initiative through the LIFTED project, which supports trade in services and civil society links, managed by GIZ and the EAC Secretariat.
East Africa invites tourists and industry partners to explore its magic—whether through its mighty mountains, lively cities, or rich cultural heritage, there is something unique for every traveller.
