The East African Community (EAC) returned to the global stage at ITB Berlin 2026, the world’s leading travel trade fair, to showcase its regional tourism vision and strengthen engagement with international travel trade partners. With support from Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) GmbH, through the Leveraging Integration Frameworks for Trade in Services and Civil Society Organizations in the East African Community (LIFTED) Programme, co-financed by the European Union (EU) and the German Federal Ministry for Economic Cooperation and Development (BMZ), the EAC premiered the first promotional video for its global tourism brand, “Visit East Africa – Feel the Vibe.”
The brand, first unveiled at ITB Berlin in 2025, represents a coordinated effort by the eight EAC Partner States: Burundi, the Democratic Republic of Congo, Somalia, Kenya, Rwanda, South Sudan, Uganda and Tanzania, to position East Africa as a competitive multi-destination tourism region in global markets. The newly released video brings this vision to life, showcasing the region’s diverse landscapes, wildlife, cultures and travel experiences.
Tourism as a Driver of Trade in Services
Tourism remains one of the most significant components of international trade in services within the EAC. The sector contributes approximately 17% of export earnings and around 10% of regional GDP, underscoring its importance for economic growth, job creation and entrepreneurship.
Speaking during the premiere, Dr. Jane Oispuu, Policy Officer at the Representation of the European Commission in Germany, highlighted tourism’s broader economic significance:
“In trade in services, tourism acts as a multiplier sector. It supports a wide range of related industries, from transport and logistics to finance, digital payments, online platforms and the creative economy. In this sense, tourism connects not only people, but markets, value chains and investment.”
She noted that Europe remains one of East Africa’s most important tourism source markets, with European visitors accounting for 28% of arrivals in Kenya in 2024, while European companies continue to play a role in the region’s tourism ecosystem through investment and business partnerships.
The sector continues to demonstrate resilience across the region. Tourist arrivals in the EAC grew to 9 million visitors in 2025, compared to 8.2 million in 2024, reflecting an estimated 8% growth in the sector.
Regional Cooperation and Market Demand
Addressing the audience, Mr John Ololtuaa, Principal Secretary, State Department for Tourism, Ministry of Tourism and Wildlife Kenya and Chair of the EAC Sectoral Council on Tourism, emphasised the growing importance of regional cooperation in responding to global travel trends.
“Travellers today are increasingly seeking journeys that extend beyond a single destination. East Africa is uniquely positioned to respond to this demand, from savannahs and mountains to vibrant cities, coastal islands and rich cultural heritage.”
He noted that the Visit East Africa – Feel the Vibe brand provides a platform to present the region collectively while allowing each country to showcase its unique tourism offerings.

From left to right: Mr John Ololtuaa, Principal Secretary, State Department for Tourism, Kenya and Chair of the EAC Sectoral Council on Tourism; H.E. Hassan Iddi Mwamweta, Ambassador of the United Republic of Tanzania to Germany; Dr. Jane Oispuu, Policy Officer, Representation of the European Commission in Germany; and Amani Shipella, Senior Programme Advisor on Wildlife Management at the EAC Secretariat, during the premiere of the Visit East Africa – Feel the Vibe video at ITB Berlin 2026.
Private Sector Driving Regional Tourism Products
During the EAC’s first destination pitch at ITB Berlin, Amani Shipella, Senior Programme Advisor on Wildlife Management at the EAC Secretariat, highlighted how many of East Africa’s most iconic tourism experiences naturally span national borders.
“Shared ecosystems such as the Serengeti–Mara, the Kilimanjaro–Amboseli landscape and the Virunga mountain range connect our destinations and create opportunities for regional travel experiences across East Africa.”
These transboundary landscapes provide a strong foundation for regional tourism cooperation and multi-destination travel.
Private-sector operators are already translating this into market-ready products. Collaborations such as the Uganda–Kenya Coast package, as well as wildlife and cultural circuits linking Rwanda, Tanzania and Uganda, illustrate how tour operators are developing regional travel itineraries that combine multiple destinations.
Recognising tourism’s importance for trade in services, the EAC Secretariat continues to work under the EAC Treaty and the Common Market Protocol to facilitate cross-border mobility and strengthen the competitiveness of regional tourism products.
Expanding Global Visibility Through Digital Outreach
Alongside participation at ITB Berlin, the EAC has intensified digital promotion of the Visit East Africa – Feel the Vibe brand. A recent regional campaign generated over 9 million impressions across social media platforms, reaching new audiences particularly in Europe and North America. The campaign featured more than 60 destination reels, co-branded content with national tourism boards, and targeted advertising that reached over 3.4 million users on Meta platforms alone.
Strengthening Partnerships with the Global Travel Trade
At ITB Berlin, the premiere of the Visit East Africa – Feel the Vibe video was accompanied by active engagement between tourism boards, tour operators and international travel trade participants. Hosted at the Tanzania Tourist Board (TTB) booth, the event brought together tourism stakeholders from Tanzania, Kenya, Burundi, Uganda, Rwanda and Somalia, alongside international buyers and travel industry representatives attending the fair.
As the region continues to deepen collaboration between governments and industry actors, the EAC is calling on regional tour operators, international travel agents, travel media, investors and global tourism partners to engage with and promote multi-destination packages across the region through the Visit East Africa – Feel the Vibe brand.
Watch the Visit East Africa - Feel the Vibe Video here.