ITB Berlin will provide a platform for tourism businesses to engage with international buyers and investors
As ITB Berlin 2025 nears, the East African Community (EAC), which gathers countries of East Africa, is preparing to debut as a unified tourism entity at the world’s largest travel trade fair from March 4-6. Under the brand Visit East Africa: Feel the Vibe, the bloc will showcase its diverse attractions, aiming to boost international tourist arrivals, attract investors, and position East Africa as a key global travel destination.
In a press statement EAC says that the regional bloc will present East Africa as a unified tourism destination and that the participation at ITB Berlin will provide a platform for tourism businesses to engage with international buyers and investors.
EAC says that it will highlight lesser-known destinations within the region, allowing them to enter global markets.
It adds that the bloc will also use the event to promote sustainable tourism trends and joint marketing initiatives. As tourism remains a key economic driver for the region, the EAC aims to boost international arrivals and standardise service quality across member states.
The statement adds that the region is home to key global tourism assets, including the Big Five wildlife species, Mount Kilimanjaro, and the Great Migration, a major attraction shared between Kenya and Tanzania. East Africa also offers cross-border tourism experiences, coastal destinations along the Indian Ocean, and diverse cultural traditions.
It adds that by presenting the region as a single tourism destination, the EAC seeks to enhance visibility, increase foreign exchange earnings, and strengthen its position in the global travel industry.
Veronica Nduva
“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,” says Veronica Nduva, Secretary General, EAC.
“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, 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,” Nduva adds.
Christine Grau
The statement adds that EAC’s participation at ITB is supported by the European Union via the Lifted project. “As the EAC is launching this brand globally, we are building bridges between East Africa and Europe, fostering sustainable tourism that empowers communities, preserves ecosystems, and inspires the world,” says Christine Grau, European Ambassador to Tanzania.
“Under the banner of Visit East Africa: Feel the Vibe, we are not only showcasing the unparalleled beauty and cultural richness of our region but also reinforcing East Africa’s appeal as a seamless, multi-destination experience,” says Fred Odek Odhiambo, Chairman, East Africa Tourism Platform.
“We look forward to forging meaningful partnerships that will drive sustainable tourism growth and investment across the region,” Odhiambo adds.
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