The East African Community (EAC) will, for the first time, participate as a unified tourism bloc at ITB Berlin 2025 from March 4-6. Under the theme “Visit East Africa: Feel the Vibe”, the region will highlight its diverse attractions.
EAC Secretary General Veronica Nduva said this initiative is part of a broader effort to attract international tourists and investors by showcasing the region’s natural beauty, cultural heritage and world-class attractions.
The EAC stand will promote the region’s multi-destination tourism opportunities including wildlife, adventure, culture and coastal tourism.
Tourism is a major economic driver for the EAC, contributing significantly to foreign exchange earnings and employment. The region recorded 8.5 million international tourist arrivals in 2024 – surpassing the pre-pandemic 7.7 million in 2019. Through the “Visit East Africa” campaign, the EAC is aiming to reach 11 million arrivals by 2027.
The European Union, through the LIFTED project, is supporting this initiative to promote sustainable tourism, enhance trade and strengthen economic ties between East Africa and Europe.
East Africa Tourism Platform Chairman Fred Odek Odhiambo described this participation as an historic milestone in elevating the region’s tourism sector globally.
“We are not only showcasing East Africa’s beauty and cultural richness but also reinforcing its appeal as a seamless, multi-destination experience,” he said.
