BERLIN: The East African Community (EAC) has unveiled the first promotional video for its regional tourism brand, “Visit East Africa – Feel the Vibe,” at the ITB Berlin 2026 travel trade fair, marking a major step in the bloc’s efforts to position the region as a competitive multi-destination tourism hub.
Premiered at the world’s largest travel trade exhibition in Berlin, the video showcases East Africa’s diverse landscapes, rich wildlife, vibrant cultures and unique travel experiences, highlighting the region’s growing appeal to international travelers.
The regional brand, first introduced at ITB Berlin 2025, brings together eight EAC partner states—Burundi, the Democratic Republic of the Congo, Somalia, Kenya, Rwanda, South Sudan, Uganda and Tanzania—in a coordinated initiative to market East Africa collectively on the global tourism stage.
The initiative is supported by Deutsche Gesellschaft für Internationale Zusammenarbeit (GIZ) through the LIFTED programme, co-financed by the European Union and Germany’s Federal Ministry for Economic Cooperation and Development.
Tourism remains a key pillar of international trade in services across East Africa, contributing approximately 17 per cent of export earnings and about 10 per cent of the region’s Gross Domestic Product (GDP). The sector continues to play a vital role in promoting economic growth, employment and entrepreneurship.
Speaking during the launch, Policy Officer at the Representation of the European Commission in Germany, Jane Oispuu, described tourism as a powerful driver of broader economic activity.
“Tourism is a multiplier sector. It supports industries ranging from transport and logistics to finance, digital payments and the creative economy. Tourism connects not only people, but markets and investment,” she said.
Europe remains one of East Africa’s key tourism source markets, with visitor arrivals to the region continuing to grow. Tourist numbers across the EAC rose to about nine million in 2025, up from 8.2 million in 2024—an increase of around eight per cent.
Regional cooperation is increasingly central to the EAC’s tourism strategy as global travel trends shift towards longer, multi-country journeys.
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“Travellers today are increasingly looking for experiences that go beyond a single destination,” said John Ololtuaa, Kenya’s Principal Secretary for Tourism and Wildlife and Chair of the EAC Sectoral Council on Tourism.
“East Africa is uniquely positioned to meet this demand—from savannahs and mountains to vibrant cities, coastal islands and rich cultural heritage.”
According to Amani Shipella, Senior Programme Advisor on Wildlife Management at the EAC Secretariat, several of East Africa’s iconic tourism ecosystems naturally span national borders.
These include the Serengeti–Mara ecosystem, the Kilimanjaro–Amboseli ecosystem and the Virunga Mountains, which create opportunities for regional tourism circuits and cross-border travel experiences.
Tour operators are increasingly packaging these connections into marketable travel products, including wildlife and cultural circuits linking Rwanda, Tanzania and Uganda, as well as coastal and safari itineraries connecting Uganda and Kenya.
Alongside its presence at ITB Berlin 2026, the EAC has intensified digital promotion of the “Visit East Africa – Feel the Vibe” brand. A recent regional campaign generated more than nine million social media impressions, featuring over 60 destination reels and co-branded content with national tourism boards.
Targeted advertising on Meta platforms alone reached more than 3.4 million users, particularly in Europe and North America.
The video premiere was hosted at the Tanzania Tourist Board stand and brought together tourism stakeholders from across East Africa, alongside international travel buyers and industry representatives attending the fair.
The EAC is encouraging tour operators, travel agents, investors and global tourism partners to develop and promote multi-destination travel experiences under the “Visit East Africa – Feel the Vibe” brand as the region strengthens cooperation between governments and the private sector.
Through enhanced regional collaboration, the bloc aims to position East Africa among the world’s most dynamic and competitive tourism destinations.